Even the best marketing ideas start to lose steam over time, and if your company has been around for a while, you may find that every now and then you have to really shake things up to see results.
At Impel Digital, we recommend that our clients review their marketing strategy on a quarterly basis. If you know what your target metrics are, it's easy to see whether or not you're hitting them, and to start to figure out why. If you find that you don't hit your targets for a few quarters in a row despite making small, sensible changes to your marketing, it may be time to reconsider your approach and make some big changes.
The first thing to look at is your message. Does it still reflect your company’s vision and what you offer your customers? Is it stated in a way that resonates with your target market? It may be that your message is still right on target, but you need to find a better way to say it. Or you may need a new message altogether.
The next is to look at where you’re spending most of your marketing time and energy. Have you invested in media that your customers simply aren’t looking at? It may be that it’s time to let some of your old avenues fall by the wayside, and try out some new platforms.
Sometimes you really have to shake things up and do a total rebrand. New message, new logo, new branding across the board. This is a drastic step but one that will get you noticed. This is especially the case when companies transition from being a small business to a larger company, or from B2B to B2C (or the other way around). What worked when you were the plucky underdog may not fit now that you’re an established part of the industry, and what appealed to corporate clients may not draw the attention of the average consumer.
Ask yourself, how big of a change do you need to make? Do you just need a new advertising campaign, or a whole new brand? It’s a good idea to bring in an outside marketing consultant, who can look at the numbers and give you an opinion based on the facts, without any emotional attachment to the old ideas that you may need to let go. And if you need to make big changes that require executive-level approval, it helps to have an outside expert to back you up!
Just don’t shake things up too often. If you’re constantly offering a new message or rebranding, you run the risk of confusing your customers and losing their trust. Try new things fairly often, but huge changes in marketing should coincide with huge changes for the company or the industry.