FIVE MARKETING CHECK POINTS FOR 2023

Well, we’re into a new month.  The January blues are a distant memory (hopefully), your health regime is now a habit (!), and the wine/beer fridge has been re-stocked after Dry January.  But what about business, are you already well on the way in delivering your new marketing strategy for 2023?  Or at you yet to decide?

Here are five quick marketing check points for 2023.  They will either reassure you that you are on top of things, give you a push to add something new to the mix, or trigger you into action…

Check point 1: Marketing Strategy

Let’s start with the basic question.  Do you have a marketing strategy for 2023?

It doesn’t have to be complicated, in fact, the simpler, the better.  Make it one page – all too often strategy documents are honed, approved and then left to languish in a drawer.  Short and sweet, with relevant and achievable business goals and KPIs is far more effective.

The strategy can stand alone or be woven into the fabric of your business plan.

And while we appreciate that budgets may be constrained currently, be sure that there is something in the pot against marketing.  It is all too easy to cut creative services from your budget at a time like this but the value of consistent marketing has been proven again and again.  Keep going, and you will be on the front foot when confidence returns/swells.

Check point 2: Consistency

Another easy one.  Check your branding is consistent across all customer touch points – digital and physical.  This includes company website and social media icons and bios to vehicles, signage and stationery.

Your branding and message must be consistent for maximising brand awareness.  It also promotes confidence  and is an asset when customers are being careful with their spending.

Check point 3: Up to Date

Have you looked at your website recently?  How up to date is it?

A website needs to be treated like a living thing.  Think of it as a garden, if you will…seeds must be sown, plants watered, the grass cut, and everything needs a good prune occasionally.  Your website is exactly the same.

• is all your product information up to date?
• are the latest brochures available to download?
• is the content consistent with your current business model and services?
• when did you last post a news item?  Also, might it be time to cull that news archive!
• review your Google analytics…see what’s working for you and what’s not, and then act on it

Google loves fresh, relevant, and authoritative content so think like a horticulturist and get cultivating!

Check point 4: Social Media

We’re all aware of the power of social media in the modern age but we must remember it is still only part of the  mix, especially in B2B marketing.  For most businesses it is about striking a happy medium so what does that look like?

• are all your social media handles (usernames) reasonably consistent?  This will make you easier to find.
• is your profile picture consistent across all channels?  This will present a professional and tangible business persona.
• are you present on the channels most relevant to your business?  You must consider your target audience.
• who is responsible for answering social media DMs and enquiries?  These should be dealt with swiftly and professionally – we advise that most communication be handled offline/out of public view.
• do you need to consider a social media policy for employees?
• MOST IMPORTANT – who has the log-in details for your social media accounts?  These must be stored centrally, and securely.  Make a list of all employees/service providers who have access to your accounts.

Check point 5:  This isn’t Groundhog Day

Bizarrely, we are writing this post on actual Groundhog Day – 2nd February!  Anyway, coincidences aside (let’s pretend we planned this!), is it time to change things up?

Does your marketing plan look distinctly familiar?  Do you keep on doing the same things year upon year?  When was the last time you added something new into the mix?  More importantly, when was the last time you analysed and reviewed your marketing activity?

This last point is crucial, especially when justifying marketing spend in a challenging economy.  Look at what’s working and do more of that.  Ditch the mediocre and try something new to shake things up.

Seeking services from an external marketing specialist can prove invaluable when embarking on an exercise like this.  They bring fresh perspective, experience, and impartiality.

But whatever you end up doing this month…Do a plan and plan to do.  Then act!