Looking Back, Moving Ahead
As we plan ahead for 2015, it is also a time for reflection and review. Not just the mistakes, but successes. What types of marketing worked, and what did not? Has there been a change in the products or services offered which may have cause a change in your audience? it is important to review your marketing plan and budget. What worked earlier in 2014 may no longer be as effective.
“Those who cannot learn from history are doomed to repeat it.”
George Santayana
- Technology changes usually translates to changes to your website. According to CNN Money, over 55% of internet usage is with a mobile device. Have you looked at your web site on your phone or tablet? How does it display; is it easy to find information? Most likely your business would benefit from a responsive website your clients can access on their phones and tablets.
- A few years ago, many businesses ignored their websites, or perhaps did not even have one, choosing instead to focus on “free” social media. Perhaps you have noticed, “free” is no longer working. Facebook has changed their algorithm, making it more difficult for brands to reach their audience without paid or “boosted” posts. Paid content placement and ads are also offered by LinkedIn, Twitter, and Pinterest. If you want to reach your audience via social media, you need to budget for paid placement.
- Did you use print marketing last year? If not, you might consider adding it back into your marketing mix. I have always urged my clients to use a multi-channel approach to marketing. According to the website, business2community.com “In an era of shrinking attention spans, email deliverability challenges and digital overload, leveraging print in the right way can actually help firms engage their audience in a more differentiating way.” Don’t limit your thinking to tri-fold brochures and sell sheets. Think about long-form content, such as a magazine or guide, providing something tangible for your audience to keep.
These are just a few suggestions. Look at where your marketing dollars were spent, and at your ROI. This review will help you plan for the future. If you need help, Resolution Creative can help you evaluate your 2014 marketing and plan for the future.