The quieter Christmas period is a good time to reflect on the last year – especially from a strategic point of view.
If you want to consider what next in terms of your marketing strategy we’ve put together a few key areas for consideration.
A time for reflection
- Know Yourself
When was the last time you evaluated what your company does – and your proposition. Is it really clear what you do? Can you clearly explain your company, products and services? Can all of your staff?
- Who is your customer?
Knowing who you are talking to is the first step towards successful marketing. You can’t be all things to all people. Who do you want to buy your goods or services? And who is buying? Are the two the same? Or do you need to re-position?
- How do you communicate?
You need to talk to the right people, in the right way, at the right time, for them to decide to buy. This is the cornerstone of marketing and this is where it gets trickier! How does your customer live? Work; travel; play…? Build a mental image of them and find the best ways to communicate with them. It may be in a variety of ways – simultaneously or following on from each other.
- Think it’s just about advertising?
This unfortunate reputation precedes marketing! There are many different ways of reaching your customers; some more targeted than others. Advertising can be successful, but it isn’t ‘one size fits all’. Direct marketing is useful when the recipient is properly identified and the message is correct. PR is often misconstrued as a freebie, but should be carefully thought through, newsworthy, well written and targeted. Social media is an excellent method of interaction in the right hands, and potentially damaging in the wrong ones. Consider what activities you’re using – and what should be added or removed from your plans.
- Don’t underestimate the strategy
Marketing strategy is the fun stuff. Really – it is! So think about yourself, your company, your proposition and what marketing can do when it really works. Don’t do things at half speed; strive for excellence. Get it right and the rest falls into place. Exciting stuff!
