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Refresh your marketing strategy this Spring




After a long, cold winter, Spring signifies new beginnings and new opportunities. It’s the perfect time to evaluate your marketing strategy, so take the opportunity to refresh or overhaul your online branding and media messaging so that they pave the way for growth.

Revisit and renew your goals

Your marketing plan is the blueprint for all the marketing efforts you make. No matter how small or large your company is, revisiting your marketing goals will allow you to assess whether past actions have brought a return, if your target demographics are still appropriate, or if there’s a need to carry out more market research.

Consistent branding across the board is the key to business success, particularly if you’re juggling a lot of promotional campaigns and efforts all at once. Pay close attention to your content style and how it fits to the requirements of your target audience.

Spring is the perfect time to review the performance of the year’s first quarter. Take some time to work on your business and figure out which areas are doing well and which should be dropped. Pinpoint the areas that are not driving enough traffic and which require improvement.

To assess such elements, use analytics tools such as Google Analytics, Buffers, Moz or Hootsuite.

Do your digital strategies feed your goals?

Now you know what your prime goals are, create a list of strategies and the relevant tools and platform(s) you will use to spread your digital marketing message. Some of these may include:

  • Blogging

  • Content marketing

  • Email marketing

  • Content marketing

  • Webinars and live events

  • Podcasts

In broader terms, digital media strategies may include using social media, SEO, multiple blogs, and more; however, it’s critical to evaluate how much return on investment you are seeing from each strategy.

Most of these digital marketing strategies are easy to evaluate with analytical tools and you can judge whether your SEO efforts are helping you achieve a decent position in SERP (Search Engine Results Pages). Use analytics to see if your emails are being opened. Or whether readers convert into customers. Do your Instagram, Facebook and other efforts result in sales, or have your recent social media posts proved a waste of time and money?

Different social media platforms present different metrics and it can be tough to compare them against each other. Also bear in mind that getting more ‘likes’ on such as Instagram or Facebook doesn’t always equal more leads, more sales or more customers.

Don’t be disheartened if you didn’t see the results you’d hoped for. At least you’re now aware of the issue and can choose whether it’s worth investing more time and money, or if you need to drop a particular strategy altogether.

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