New Year, New You

In Newsby Duey Entrekin

New Year’s resolutions have a long history, dating back at least 4,000 years, and emphasize taking stock of the previous year and making amends to move forward. Could your business’ branding and marketing efforts benefit from new resolutions for the year?

Below are the top five new year’s resolutions that people make in their personal lives, and how they could apply to your business in the coming year.

  1. DIET OR EAT HEALTHIER
    Trim or reduce your advertising budget by choosing services that have a greater impact with a reduced cost. A good example of this would be comparing the benefits of traditional printed ads, which is more of a shotgun approach to a broad audience of the publication’s entire circulation, versus targeted Facebook ads to consumers that match your exact target audience criteria.
  2. EXERCISE MORE
    Exercise your mental prowess by reading more articles regarding small business marketing and be knowledgeable enough to keep your advertising partners accountable. How can you know if an advertising professional’s confessed return-on-investment is actually obtainable?
  3. LOSE WEIGHT
    Shed older ineffective marketing services that could be holding your brand back. Do you really need that quarter page color yellow page ad anymore? According to MSN, 70% of Americans don’t even open their phone books and only 11% use the white pages. [1]
  4. SAVE MORE OR SPEND LESS
    Take an honest dollar-for-dollar examination of your marketing services. Can you find a web host (with equal services) cheaper than the current host you locked yourself into ten years ago? Can your existing bloated custom-coded website be converted into a CMS (WordPress, Drupal, Joomla) that you can manage yourself?
  5. LEARN A NEW HOBBY OR SKILL
    Tackle a currently outsourced marketing service by bringing it in-house or, better yet, invest in your business’ social media platforms. Start the new year by attending a seminar (online or in-person) or buying a current training manual and learn how to increase sales through Facebook, Twitter, and Instagram. Even if you have an outside agency doing the heavy lifting by designing the campaign and graphics/copy, post them to your business’ social media yourself and get involved in your online presence by tracking the results. By doing this you can begin to see what resonates with your target audience and can make more informed decisions regarding future campaigns/posts. You can be a participant in your own marketing success!

FINAL THOUGHTS: Your business’ marketing strategy should be an evolving process. Your business’ website is not a “set it and forget it” kind of thing. You may have to change course midstream if your approach doesn’t land well with new and existing consumers. Your brand’s message and target audience may never change but the individual strategies you implement certainly will.