A MARKETER’S MENTAL CHECKLIST FOR 2015
Blog Post, Posted on October 01, 2015
For marketers, the preparation for the new calendar year brings renewed energy to revisit what may have fallen to the wayside in the last year, assess what’s working and what’s not, and lay the groundwork for the next twelve months. As you refine plans for the upcoming months, we’ve identified a few opportunities that you may want to include in your arsenal:
1) Baseline metrics
This goes beyond the standard customer satisfaction surveys or yelp reviews. A simple annual online survey on how well your brand is conveyed, how your messaging resonates, and how you stack up against the competition will help determine areas of opportunity, as well as identify areas to both celebrate and grow.
Time to revisit your messaging. Do you have a messaging framework customized for your key audiences? If so, how might changes in the last year both in your business and in your segments need to be reelected in your current framework? How do your audiences best receive those messages? Segment your audience and speak to them on their terms.
3) Content strategy
Your website and marketing strategy hinge on the effectiveness of your content strategy. It’s easier said than done, so don’t hesitate to bring in an agency to help. Establishing the content strategy from the get-go will make your job and your team’s jobs exponentially easier.
4) Visual language
Your brand may be solid. It may be well-established. But could it use a fresh coat of paint? Is it looking a bit dated or feeling inflexible for current needs? Can the color palette be refreshed? Typography revisited? New supporting graphic elements for various communication tools? Establishing a cohesive look and feel doesn’t necessarily belong just to a rebrand initiative. Working with an agency for a refresh can be just as meaningful as an overhaul…with less expense.
5) Marketing campaign
You don’t need a huge advertising budget to justify the effort to develop a marketing campaign. These days, speaking to your audience doesn’t mean TV and newspaper. Developing an integrated campaign strategy to support your content strategy is a great way to reframe your product, service, and/or solution in a fresh way that’s noticeable and measurable (see #1).
We hope these tips help as you refine your plans for the upcoming months. Happy New Year from Phinney Bischoff! May 2015 bring you growth and new opportunities!