Just like all the personal trainers, self-help gurus, and celebrity influencers who are eager to trim, tone, and transform you for 2020, there’s no dearth of “experts” out there ready to tell you how to shape up your marketing in the year ahead. Their suggestions can range from implementing the latest marketing automation technologies, like chatbots and AI, to investing in deep analytics that promise to deliver game-changing insights.
But for most small or mid-size businesses (and even some large ones), many of these ambitious resolutions are about as realistic as sticking to a high-intensity new exercise regimen or trendy diet plan. So, we’d like to suggest a few marketing resolutions for 2020 that not only work for businesses of all sizes but also have a much higher chance of actually becoming habits.
Be authentic. Stay true to who you are as a company and to what your brand stands for. Don’t try to be trendy for the sake of being trendy. Authenticity is the only way to truly motivate and get a response from the kind of customers that will be loyal to your business in the long-term and invested in your success.
Be honest. In the same vein, transparency goes a long way toward attracting new business as well as maintaining solid relationships with your current customers. Don’t promise what you can’t deliver. Don’t deliver less than you promise. And openly acknowledge the challenge if you do.
Be engaged. Every facet of marketing is getting more personal. People expect to be listened to, not just talked to, and treated with a level of familiarity that transcends traditional social boundaries. Make your emails precisely targeted and as personalized as possible—all while respecting privacy and communication preferences, of course. Write a blog that reveals your company culture and tells stories about your brand. Get active on social media and respond to reviews and comments, both positive and negative, in a timely manner. It’s all about the ongoing conversation.
Be a bit braver. While it’s important to remain true to your brand, when it comes to specific marketing tactics, it may be time to break out of your comfort zone. Try something new and bold. You don’t have to commit to a complete marketing makeover—just try one new campaign idea or explore a different way to connect with your market. Then calculate and evaluate the results and use them to chart your marketing plans going forward.
Be collaborative. Marketing is a team sport. Solicit input and ideas from within your own enterprise, across all departments, not just marketing. Not only will this encourage your employees to take more ownership and pride in your business but you’re likely to discover some fresh marketing approaches that you’ve never considered before.
Be ready to ask for help. And, if you’re not totally clear on what your brand should represent in the marketplace or how to convey your value, now would be a great time to discuss your branding strategy with Street Level Studio. We can help you make sure your brand is a strong reflection of your values and mission and your marketing is consistent and compelling across all channels.
Happy New Year!