As opposed to what you may have been led to believe, marketing is far from an exact science. Methods that might have been useful yesterday could become irrelevant today, and counterproductive tomorrow.
So, how can you know when an update may be in order? Are there any signs that your ongoing efforts have fallen short of the intended mark? Let’s examine four indications that change is warranted, and some practical solutions that can help to ease the transition.
Poor Performance at Real-World Events
Industry trade fairs, seminars, and networking exhibitions should always represent a portion of any balanced marketing strategy. However, what if your business garners little attention after attending these events? One way to resonate with your audience is to distribute quality printed materials. Product summaries, white papers, company brochures, and promotional stationery are common examples. Online printing services can provide a host of solutions; enabling your brand to leave a memorable impression.
Reduced Website Clickthrough Rates
Has your website been experiencing issues with the number of inbound hits? If so, this may be due to a lack of ongoing maintenance. It is crucial that your site is regularly updated for several reasons:
- Fresh content will contribute to higher search engine rankings.
- Customers are more likely to remain interested in your offers.
- New material can help to showcase existing promotions, and introduce new products to potential clients.
Businesses that do not have the luxury of employing an in-house IT team should outsource website oversight to trusted third-party content management firms.
Social Media Pages with Few Followers
Social media marketing (SMM) is yet another piece to the puzzle. Studies have shown that the average consumer spends more than two hours every day browsing sites such as Twitter (X), Instagram, and Facebook. Why not leverage such opportunities? The organic nature of social media portals provides a means to connect with your audience, and to gauge the effectiveness of ongoing publicity campaigns. If your pages are bereft of active followers, the chances are high that more attention is needed.
Tactics that Seem to Fall on Deaf Ears
This final suggestion is somewhat general, and yet, it could uncover a symptom of a much larger problem.
There are many times when even the noblest of efforts appear to fall upon deaf ears. These could indicate that a full marketing overhaul is the most logical solution. Simply stated, trying to fit a round peg into a square hole makes little sense from an operational standpoint.
Analyse big data. Examine the strategies deployed by your closest competitors. Try to determine what portion of your approach is no longer viable. Although this will likely require a significant amount of time, the results are well worth the dedication. Diagnosing the root causes of a disease is not always a straightforward process. Successful marketing is akin to a sailboat that can adapt to the underlying currents of the ocean. Appreciating the latest trends, and capitalising on novel opportunities is the best way to keep your compass pointed in the right direction.