If you’re like me, you’re entering 2017 with an eye on how you can improve on what you accomplished last year. When it comes to marketing, there’s a lot of noise out there about emerging trends and must-have assets or campaigns. After spending time reviewing & setting marketing goals of each Risr client over the past 60 days, I’ve come up with 5 New Year’s Resolutions for marketers that any business owner or marketing leader would be wise to embrace.
Without further fanfare, here they are…
Understand Omnichannel, and Use It Effectively
There are thousands of ways to expose your brand and drive demand online. One of the most common traps that brands fall into is the rat race to be everywhere all at once. This mindset is, in large part, driven by the trending topic “Multi-channel Marketing” and is bolstered by the fear of missing out on potential sales or leads.
In 2017, ditch that mindset and stop spreading yourself so thin. You can’t be everywhere at once, and there’s no need to try. Omnichannel is the idea that you deliver consistently excellent experiences across every platform your brand has a presence on. To deliver a successful omnichannel strategy, you’ve got to identify the channels that are most relevant to your marketing goals, define a cohesive brand, messaging, and support strategy, and implement it across those channels.
By focusing only on the most relevant channels and ensuring a consistent, high quality experience across those channels, you can have a more powerful impact on your target audience and allow yourself to zero in on building an industry-leading reputation and a successful marketing program.
Listen to Your Customers
Sowing seeds in fertile ground is always a good idea, and no ground is more fertile for your marketing seeds than your existing customer base. In the early stages of the year, make it your new year’s resolution to have authentic conversations with your existing customers, and to place an emphasis on turning those customers into brand evangelists who drive new customers into your open arms.
Embrace Content Marketing
This new year’s resolution should come as no surprise to anyone. I can’t think of a single marketing agency or institute who doesn’t recommend content marketing to their subscribers and clients, and I’d be a fool not to include it here.
Content marketing is the fuel in the engine of today’s fastest-growing brands. In the coming months, take the time to learn how brands in your industry are using content in their marketing strategies. Talk to your customers and target audience, and ask them what sort of content they find valuable. Create a detailed, documented content marketing strategy. Once you’ve done all of that, put that strategy in motion and don’t give up on it.
Clearly Define Success
Marketing is all about trying new things out on a regular basis. While I’m not saying you shouldn’t experiment, I will go on record as saying that you shouldn’t chase every shiny object that crosses your path without a plan. To avoid wasting time and money on marketing campaigns that don’t produce results, set clear goals for your brand in 2017. Make it your new year’s resolution to have documented growth targets for the year, and to set goals for every campaign and initiative that support your achieving those target objectives. Go into every new campaign with clearly defined benchmarks for success, and vigorously test and optimize until you reach those goals. If a campaign doesn’t meet it’s success parameters, shut it down and shift resources to a new strategy or to an old one that’s proven itself profitable.
Stop Cutting Corners
At Risr we live by the “Five P’s” motto, which is “proper planning prevents poor performance”. To prevent your own poor performance in 2017, take the time to plan properly.
If you don’t have a documented marketing strategy that includes brand positioning, competitive analysis, a well-constructed marketing funnel, and tactical guidelines for every marketing channel then make it a point to construct one as soon as possible.
When it comes to execution, it’s important to understand the value of the right people with the right skills. Cut-rate workers are more accessible than ever before, which means it’s tempting to get your blog posts written by an anonymous writer for $5, or to hire a remote freelancer with no portfolio to handle your SEO for half the price of an agency. The best advice I can give is to resist that temptation. You get what you pay for, and nothing more. There are no shortcuts in marketing, and you’re always better off with self-education and a DIY approach when budgets are tight.
These five new year’s resolutions for marketers have somehow weaseled their way into the conversation with each of Risr’s clients over the course of planning 2017’s campaigns. We’re focused on making sure we follow each of these resolutions with every client’s projects, and with our own marketing here at Risr. If you’re hoping to make 2017 your best year yet, these five resolutions are a great place to start.
If you’re still unsure how to best market your brand in 2017 and beyond, consider taking advantage of our free digital marketing assessment. A member of our team will discuss your status and goals with you, and will follow up with a detailed report outlining the growth opportunities that we see for your business. If nothing else, its’ a no-risk way to get marketing advise from a team that spends 100% of our time creating successful marketing strategies and campaigns for clients around the world.