As a business owner, you understand that marketing is crucial for your brand’s long-term success. However, all too often, entrepreneurs assume that developing a single marketing strategy once is all it takes. The reality, though, is that you need to keep updating your tactics to adjust for changing tastes and formats.
If it’s been a while since you’ve reassessed your marketing campaigns, now is the perfect time to update them. Old and untended campaigns can be like shambling corpses, meandering slowly with no real sense of self or purpose. Reinvigorate your undead ghouls so that they can work more efficiently. Here are some signs that it’s time to do so.
Your Website is Full of Ghosts
For many business owners, they assume that high numbers of web traffic are an excellent sign of marketing health. However, if you get a ton of visitors and only a handful of sales, your campaigns may not be as healthy as you think.
That being said, the average conversion rate for a website is around two percent, so don’t assume that you can capture the majority of your audience. However, just because the average is low doesn’t mean that you can’t improve your techniques.
The best thing to do is assess where your conversion rate is right now and then draft an action plan to see if you can bump it up. Chances are that it’s much lower than you think, particularly if you haven’t paid attention in a while.
Your Content is Dead and Rotting
One of the side effects of the information age is that consumers are always looking for fresh and unique content. As a business, that kind of production rate can be overwhelming, which is why so many companies fail to maintain sufficient consistency.
Simply put, it’s not enough to publish a few blog posts or videos every few weeks or months. The internet moves quickly, which can mean that your content can die within a matter of days (or hours) if you’re not promoting it effectively.
But what if you can’t produce more content? For some businesses, the cost and time investment for new pieces is prohibitive, so they only rely on the elements they currently have. If that’s the case, what you need to do is maintain a consistent promotion schedule instead. For example, rather than producing new videos every week, post the same video to new platforms and channels so that you can expand its reach. Over time, you can boost a single video’s traction, which can still benefit your bottom line.
Your Audience Has Transformed
Much like a person becoming a werewolf or a vampire, your target demographic may shift, sometimes rapidly. If you want to maintain momentum with your marketing strategy, you need to make sure that you adapt and react accordingly.
For example, when was the last time you created a buyer persona? If it’s been a few years, now is the perfect time to update it. Ideally, you won’t have to make any substantial changes, but realistically, an old persona will be relatively obsolete.
But how can you adjust your demographics? By asking your customers a few targeted questions. Surveys and review solicitations can help you understand what your current audience likes (and dislikes) about your business, which is vital to creating a more compelling campaign.
Another thing to avoid is making assumptions about your audience. You have ideas of what is great about your company, but make sure that they align with what customers are really saying, not what you assume they would say.
Your Strategy Doesn’t Have a Skeleton
One of the biggest reasons why businesses don’t get the traction they want from marketing is that they have a variety of different components without a cohesive framework for them. It’s like having a mass of flesh and blood without a skeleton holding it up. The parts are there – hands, feet, eyes – but they don’t work together to produce a functional person. Have you seen The Blob? Overcome disorder with an underlying structure for your marketing efforts.
Using that analogy for your campaign, it’s all too easy to focus on the individual parts (i.e., social media, SEO, blog posts) without taking a step back to see the bigger picture. Without a definitive framework in place, it’s much harder to build the audience you want. Do you remember Thing from The Adams Family? Don’t let your campaign elements become disembodied.
So, now is the time to figure out where your campaign is heading and how each piece will help you get there. Also, be specific – “higher sales” is not a sufficient goal. Instead, focus on a particular product or service that you want to develop and make sure that your marketing reflects that.
Bottom Line: Let Green Vine Marketing Reanimate Your Campaigns
Many small businesses have marketing strategies that are essentially zombies. They are moving forward but at a ragged pace. We can breathe new life into your efforts by providing updated and streamlined services that can boost your brand and take you to new heights. Dust off the cobwebs and bring your marketing into the light.