It happens to the best of brands. You may have hit a slump. You may have switched things up and your audience just didn’t take to the changes. Whatever the reason, you just had a bad marketing year. While it can be frustrating because a bad marketing year will negatively affect your sales, it doesn’t mean it’s the end of the world. You absolutely can recover from a bad marketing year.
Identify the problem
You can’t fix something before you know what you’re fixing. Before you start panicking because business is slow and changing everything, figure out if it’s your marketing strategy or if it’s another issue. Ask yourself the following questions:
- What are my current customers saying? If you’re not asking your customers what they think, then you’re missing out on a huge opportunity for feedback from people who are already engaged with your brand. It’s also a great way to build loyalty with your current customer base if you listen to what they have to say with an open mind.
- Is my target audience engaged with my brand? If the answer is no, then you’re missing the mark with your marketing completely. More often than not, there is at least one thing that your audience is responding to. Identify where the gaps are and those are your weaknesses.
- What are my competitors doing? It’s always good to see what the other guys are up to. If they have figured out what your audience wants and needs in the industry, it’s ok to adopt their perspective and make it your own.
- What was different this year than last year? This could be anything from strategy, to audience targeting, to the way in which you presented your brand to the public.
- What are the current trends in the industry? Sometimes changes happen and you might find you haven’t shifted along with it.
- Did I reach my marketing goals for 2018? If no, why not?
- Did I reach my business goals for 2018? If no, why not?
Once you figure out the answers to those questions and pinpoint the problematic area(s), you can figure out how to move forward and grow for 2019.
Is it your marketing?
If any issues came up regarding how you are connecting with your audience, how you present your brand, or your marketing goals, you might have to fix your marketing for 2019. It can be a case of taking the right steps to ensure you are on the right track. Here is a checklist for you to follow to get yourself on track for 2019:
- Market analysis
- Audit your brand
- Define your marketing goals
- Set metrics
- Choose your tactics
- Set your budget
- Set your timeline
- Set milestones
- Create your content strategy
- Update your website
If you are stuck and you just don’t know how to move forward and grow in 2019, give us a call and we’ll talk strategy, marketing tactics, and your overall audience targeting!