You no doubt have spreadsheet after spreadsheet documenting the successes and failures of your marketing efforts. You know which emails hit a homerun, which direct mail letters outpull others, and which campaigns failed to meet expectations or, more importantly, totally tanked.
And while all of this information reliably and successfully guides your marketing plans and strategies, have you taken into consideration other factors that affect what and how you choose to market your company’s products or services? If you’re not sure, check out these three warning signs that your marketing is in need of a little upgrade.
You’re not listening to the “in” crowd. Sometimes we get so focused on our customers, those on the “outside,” that we forget to look inward. Are all internal sources—your sales force, customer service reps, accounting folks, developers, etc.—pleased with the marketing being done? If there’s an undercurrent of discontent with the marketing being produced and distributed, or if there’s a constant, scrambled, piecemeal effort to address special or recurring marketing needs, then it’s probably time to reevaluate your marketing. It may be time to step-up the content, quality, and even delivery vehicles of your outreach and response.
Your competition is changing, but your company is not. Competition is a good thing. It means you have an active, growing market with consumers who are ready and willing to give someone their money. If you’ve seen an increase in the number of competitors in your industry, then it’s time to update not only your marketing but also how you handle your customers. Dig deep. How can you better meet their needs? What complaints do you most frequently get but haven’t yet completely resolved or eliminated from future interactions? Really focus on what you can do and what you can do better to improve your relationship with current clients, which will help establish your identity and your reputation among the competition.
You’re not trying anything new. While we totally appreciate the theory of sticking to what works, we also know how important it is to try new things and take a risk. That doesn’t mean that you should invest in every new technology or whim that arises. But you won’t grow if you don’t stretch a little. Just be sure to do your research and make calculated risks.
Which warning signs have you been overlooking? Is it time to step up your marketing game?