Let’s talk about marketing strategy. It seems appropriate for a digital marketing blog. When was the last time you thought about your marketing? Sometimes the answer is “never.” In which case, might I suggest that it’s a good idea to start. When it comes to the business owners that do think about marketing, they generally fall into one of two camps. On one extreme, we have the “set-it-and-forget-it” crowd. They created a marketing strategy at some point in the last five years, and have stayed the course ever since. On the other extreme, we find the “serial updaters.” These business owners are constantly evaluating their marketing – only to blow it all up and start over.
You might think that I’m about to tell you that the “serial updaters” have the right idea. I won’t argue that a five-year-old marketing strategy is inefficient at best, and is completely ineffective at worst. Evaluating your marketing strategy against your changing professional goals and the ever-evolving digital world is vitally important for anyone who wants their marketing to work. So, everyone. However, serial updaters aren’t content with strategic evaluation and tweaks. They want to see significant results ASAP and think that frequent, wholesale changes are the only way to get there. There is quite a bit of overlap between this group and people who also suffer from “shiny object syndrome.” They see something interesting, get excited, rush to implement it….and then don’t wait to see if it works before giving up and turning to the next shiny object.
Unfortunately, changing your marketing strategy too often has the same results as not changing it enough, just for different reasons. While these strategies aren’t likely to become outdated, they’ll never be optimized either. If you never give a plan enough time to measure results, then you won’t have the data necessary to understand what works and what doesn’t. Without that understanding, you won’t know for sure if you’re making changes in the most impactful areas.
So, don’t update your marketing strategy too often, but also don’t ignore it for too long. Be Goldilocks and reevaluate your marketing juuuuust the right amount. Nothing like some specific advice, am I right? The best time to reevaluate a marketing strategy is different in every situation. But, I have good news. There isn’t a one-size-fits-all timeline but following a few basic rules will ensure that you’re strategically updating your marketing strategy and setting your organization up for success.
Set realistic and specific goals
The entire purpose of your marketing strategy is to help your business meet the goals you set for it. If you don’t clearly define your goals, then your marketing strategy isn’t guaranteed to help you achieve them. Most of all, please, be specific.
For example, don’t just fire off a quick, “I want to be a thought leader.” Define what being a thought leader looks like to you. Is it being published in major publications? Is it the number of social media followers you have? Is it being …read more
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