Once you’ve established your marketing strategy, it’s easy to let it run its course and follow the same path since it was initially set up. But as your business grows and develops, so does your audience, and with this your marketing strategy can quickly fall behind and not hit where it needs to. This list of things will give you areas that you should consider revisiting and revitalising as time goes on to make sure you’re getting the most out of your strategy.
- Stay on top of your audience – You may find that your demographic has changed a little, or even the way that your audience interacts with your site has moved a little out of the goal posts. Utilising any data and analytics you have can help steer things back in the right direction by analysing how your site is being interacted with, and tailoring your marketing strategy to fit these new needs.
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- Innovate your design – Sticking to a template makes things simple and standardised, however using the same templates for extended periods of time can also present its own issues. Perhaps your audience have become bored of seeing the same thing over and over, and in some instances your material may become marked as spam – having a set rotation of templates you can use is a great start, but ensuring that these are changed on a regular enough basis could see a big boost in engagement.
- Monitor your niche – Whilst your niche may remain the same, the circumstances around it may change. We’ve seen this in many industries such as online casinos as regulation changes caused many to become part of an initiative to prevent access called Gamstop – but there are many more casinos not on Gamstop than you think, if you don’t keep a close eye on your niche then changes could get away from you quickly and you may even find some of your audience is unable to access your service entirely.
- A new medium – You may have been focussing on email or certain social media platforms for the biggest exposure this whole time, but that type of marketing can blanket quite a big audience without being specific enough to reach those who would benefit from the service or product you offer. Taking a deeper look into unexplored forums or enthusiast areas that you may not have considered before could find you a bigger return than putting money into the same Facebook Ads each year.
A fresh pair of eyes – And finally, consider having someone else take a look at your marketing strategy. It’s all too easy to think you’ve covered as many bases as possible and took all the approaches you could have – but you also become blinded to the periphery once you focus on your own work. Having somebody else take a fresh look at what you’re doing – both well and not so well – could open an opportunity to target a new area or revitalise parts of your strategy that had been forgotten about before. This doesn’t necessarily need to be someone who is a professional in marketing either – feedback from those who you market to can also be invaluable as they let you know where your strengths and weaknesses may be.
