Your marketing strategy isn’t a set-it-and-forget-it concept. Because the marketing and sales landscape changes so quickly, it’s important to constantly reassess your strategy to learn what’s working and what needs to be tweaked or cut out altogether. It’s easy get caught up in the daily tasks that a business requires, but it’s also important to stay vigilant to be sure that nothing is amiss.
1. You Can’t Measure Your Results
Being able to measure the results of your company’s marketing strategy shows you whether your current efforts are having the intended impact on your business. If you aren’t able to accurately measure the results, you could be using the same tactics without even knowing if they are working. If you can’t see that more leads, sales and prospects are coming to your business as the result of those efforts, it’s time for a change.
2. Your Marketing and Sales Teams Don’t Talk
Today’s successful marketing strategy requires that your marketing and sales teams talk to each other more often than just when they pass each other in the hallway. Instead, you should be taking a more integrative approach and sharing data about the status of leads and the results from both of their efforts.
3. Your Efforts Aren’t Targeted
Too many companies today are still using the buckshot approach to marketing. This involves a blanket marketing strategy that is designed to hit as many targets as possible regardless of whether or not they are relevant to the company’s bottom line. A marketing strategy that is concentrated on the buyer personas that are most important to the growth of your business makes better use of your marketing budget.
4. Your Website Needs an Overhaul
Is your company one of the many that treats your website like a brochure that simply talks about the services and/or products that are available? If so, you’re missing out on one of the most valuable marketing opportunities. Using your website strategically can drive business, build trust and increase influence.
Be sure to review your marketing strategy periodically to ensure that it’s still working well for your business. Chances are, you’ll see areas that need improvement which can boost your profits and your brand.