The mid year has been reached and as you look over the past 6 months determine how your marketing effectiveness has been going. Follow these points from SwiftPage - the e-marketing solution integrated with Sage ACT! and Sage SalesLogix.
7 Check Points for Mid-Year Marketing Wellness by Audrey Howes from SwiftPage
It’s hard to believe we are already halfway into the year. How’s your marketing working so far? Halfway through the year means we are halfway through our marketing plans, so now’s the time to take a good look at your marketing wellness and make the needed alterations before heading too far in the wrong direction.
1. Analyze the Past
To know where you are going, it’s important to look back at where you’ve been. Take some time to review your marketing plan for this year.
- Make note of the marketing initiatives you have completed. Were they successful? Why or why not?
- Take stock of the marketing ideas that never made it to fruition. Why weren’t they initiated?
- List areas of success, semi-success and failure.
- Compile ROI for all of your marketing efforts.
- In terms of ROI, what were your most and least successful campaigns?
Looking back at your marketing plan for the year is an important step in making the remainder of the year a success. It is well worth the time to see what worked and what could work as you move ahead.
2. Identify Your Audience
In order to succeed in marketing you need to be sure you are marketing accurately and to the right audience. First, take some time to reassess your view of your ideal customer and consider their perspective.
- What are they interested in? What do they read, what sites do they like, what companies do they follow, etc.?)
- What are their wants and needs?
- How do they communicate with you and in business? (i.e. social media, email marketing, phone, face to face)
Understanding your customer will help focus your marketing initiatives and ensure you are reaching your ideal target audience.
3. Run an Audit
Once you have identified their perspective, look through the microscope at aspects of your company from your ideal customer’s perspective. It’s time to get honest about where the holes in your plan lie.
- Evaluate your overall branding consistency. Are your customers ‘meeting’ the same company in all of your communication platforms?
- Is your positioning speaking to your ideal customers needs?
- Test out your follow-up process to see how it is working.
- Identify marketing initiatives that your ideal customer responded well to and initiatives that failed to reach them.
- Pinpoint areas where your ideal customers are active, but you are inactive, such as online on social media or offline in trade groups.
- Think about how you are currently communicating with your customers and locate the gaps in your communication style and their preferred communication style.
Looking at your marketing plan layered with your ideal customer’s desires should give you some tremendous insight into what is working and what is not. Indentifying these ‘risks’ and treating them now will prevent future crises.
It's helpful to keep these check points handy in the months and years to come. Your customers and your business will thank you for it!