A frequently quoted definition of insanity is doing the same thing over and over and expecting a different result. This is applies to so many things including marketing. If you haven't already, you should be taking a fresh look at your marketing strategy to make sure your outcomes for 2019 will exceed 2018.
Re-examine your target market(s). Are you still directing your efforts toward the same customers that you were targeting in the past? Make sure you focus is on the type of customers that bring you the highest margins. This may change over time so it is important to revisit it periodically. Consider adding vertical markets that could be very profitable for you that have not been part of your effort so far.
Clean up your list. Make sure your list aligns with your corporate goals. (See target markets above). If you've been sending e-newsletters and emails to people that never open them over the course of years, it's time to take them off and add higher potential prospects.
Spruce up your brand. How long has it been since you started your business or since you last developed your marketing strategy. Take a fresh look at how you want your business to be perceived. Make sure your brand doesn't look dated. Decide among your team what image you want to project. Once that is determined, update all your properties to reflect that.
Spread the news. Whether you are giving your company a new look or adding a new target vertical market, let everyone know. Take a close look at what is going on in your business and see what would be worthwhile to share. People like to hear about what's going on at companies they know and people they work with.
Take a hard look at your website. Over time you may find that your website becomes crowded and disorganized. It is not unusual to add content haphazardly during the course of a year or years. Examine your website from the viewpoint of a visitor and make sure it is still easy to find the information people are looking for.
Step-up your social media presence. Besides updating your website and collateral, get the most bang for your buck by setting up a social media plan that incorporates new directions at your company. Devise a plan for the year that specifies frequency, content, timing etc.
Build on your marketing strategies year-over-year to be sure your approach doesn't become stagnant. That way you'll be able to deliver the best outcomes possible.
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