Digital marketing isn’t stagnant. An up-to-marketing strategy takes into account changing consumer expectations, new products you develop, and more ways to communicate your target audience. Savvy marketers keep up with the latest trends, like the latest social media platforms, and refresh their message to reach their target audience on these platforms. There are five easy ways to tell if your company’s marketing campaign needs a revamp, including:
1. Poor ROI
Your marketing return on your investment should justify the expense of the campaign. If you can’t justify your marketing expenses, it’s time for a revamp. Distribute your resources wisely and see which platforms can get you at least $5 for every $1 you spend. More is better, but this is a minimum. Look at your search ads, social media marketing and any other platforms you use. If something isn’t working, put your money into advertising that works.
2. Your Content Stresses Features, Not Benefits
People buy products that they believe will make their life easier, make them look better or give them some other benefit. If your team is creating content that stresses your product’s features, it’s boring. For example, if you sell an insulated travel coffee mug, the content should tell readers that the mug will keep hot drinks hot and cold drinks cold because this is what people care about. You can mention the features in a summary at the bottom of the content, but they shouldn’t be your focus.
3. Your Team is Afraid of Experiential Marketing
Experiential marketing is giving a potential customer an experience with your brand in person. Examples include using brand ambassadors, pop-up shops, sampling campaigns, and more. Experiential marketing events help build a bond between consumers and a brand that no marketing copy or article can. If your marketing department needs help to set up experiential events, there are companies that can help with this.
4. You are Not Clearly Defining Your Target Audience
You need to know the age range, location, where they hang out online, and what is important to your target audience. For example, Gen-Z consumers look for companies that use sustainable practices and value diversity. They hang out on YouTube and Instagram, so focus your social media marketing efforts there. While most brands would love to sell to everyone, no brand has an unlimited marketing budget, so put your resources where they will do the most good.
5. You Have a Dated Website
When consumers find your website via organic search, that’s free marketing for you unless you pay for SEO. This is the consumer’s first impression of your company. If the majority of people are leaving almost immediately after landing on your website, one of your best marketing tools isn’t working well.
There are several reasons why your website isn’t working well for you. Dated websites look like your company isn’t innovative and does not care about the visitor experience. Another reason is that the design and copy aren’t speaking to your target audience. When you lose visitors, not only do you lose sales, but you lose the chance to get viable leads from email signups.
Always track the performance of each marketing campaign to judge its effectiveness and ROI. Investing in a refreshed marketing strategy will help keep your brand relevant and competitive.
