Digital Content Manager
Many businesses are revisiting their marketing plans, ‘pivoting’ their products or services, and in turn strategic plans should be updated to re-align with a new direction. Customer behaviours have also changed significantly since 2020, new markets have opened up, some have changed significantly, and some have disappeared.
Being super clear on what you want to achieve helps keep a business focussed. We normally recommend 4 or 5 marketing goals.
Make sure your goals are clear then plan how you are going to get there. Which brings us to…
2. Thinking about the solution before understanding the problem
It’s natural instinct is to get stuff done, it makes us think that we are taking action to achieve our goals. So it’s normal to dive straight in; creating posts for social, designing a brochure or planning an event. That’s often the fun bit too. Feeding information to our customers is all part of a plan but it can be costly to think about tactics without considering the bigger picture and the problem (or opportunity) that needs solving first.
Whilst considering the shift in customer behaviours, tactics that have worked in the past may not be right for right now. Take your time to get to know your customer as they are today, what challenges and opportunities they face and how you can help them. Knowing your channels will help be seen in the right places at the right time with the right message.
Never underestimate the power of market research. It’s an investment in the future of your business and will provide you with a clear idea of who you are selling to and what they need. Don’t be fooled into thinking that research carried out several years ago is still relevant. It’s worth a refresh particularly in the current climate.
3. Over complicating things
It’s good to get back to basics, and be SMART about it. By following some simple steps it will help you understand and keep on track with your marketing objectives and goals.
4. Less is more
Finally less is more, it really is. When planning, focus on a handful of marketing actions that you can put your resources (people, time, effort, money) into. Spread yourself too thin and you risk inertia. We have seen it happen a lot, clients come to us looking for solutions following a burn out from an overdose of great ideas and goals which weren’t executed, and so nothing happens. It’s the implementation and consistent action that will ensure a successful marketing plan.
Avoiding these common mistakes in your marketing planning will give you the opportunity to succeed. If you’re short on time or resources, why not book a free virtual marketing drop in session with one of our marketing specialists. You can also call us on 01253 446933 or email email@example.com. Happy planning!
To receive more blogs like this, sign up here and we’ll send them when we add them. Only the best stuff. Promise. Subscribe now.
Personalised for your organisation
Please enter your email to subscribe to the Happy blog
Paid social media can be a brilliantly effective yet low cost form of lead generation, and it’s a great way to extend your reach, drive website traffic and generate likes and shares.
We’ll take care of setting up and managing your paid social media accounts, ensuring your spend is carefully targeted. Then we’ll provide clear, transparent reporting so you can keep refining the strategy to make your ad spend even more effective.More about Paid Social Campaigns
All the tweets and posts in the world won’t help generate leads unless there’s some strategic thinking behind what you’re doing.
We’ll help define the right social media strategy for you, so that you’re on the right platforms, saying the right things to the right people at the right time to generate the right leads.More about Social Media
Marketing is bit like those huge, swirling flocks of starlings you see from time to time. Individually your brochure, email, ad, meme or gif may not change the world.
But when you join them together and ensure they’re all heading in the same direction, you have the power to stop people in their tracks.
We design communications that help build a consistent brand and convert more leads to sales.More about Design & Brand Building
Your website can generate leads in so many ways. Informed content. Strong calls to action. A simple, natural journey from ‘Hi there!’ to ‘Buy now’.
Yet websites are never ‘done’. They need to keep evolving to keep pace with your customers’ expectations, so we’ll be with you for the long haul to keep tweaking, refining and growing your site – and to deliver the PPC campaigns that help drive traffic towards it.
Because when your website keeps working to understand and speak to your audience, you’ve got more chance of converting.More about Websites
There’s a knack to ensuring your business is seen in the right places at the right time. We’ll build your PR profile across the mix of channels that’s right for you (from press to social media to events) and use our contacts to spread the word.
So when your customers are ready to buy, it’ll be your brand they think of first.More about PR & Content