Future proof your strategy

Don’t miss out – 5 ways to future-proof your marketing strategy

Tracy Steffensen

If your market landscape has changed, your customers’ behaviours have also changed. So has your business and brand kept up with these changes? Are your products still relevant and in demand, or do you need to diversify and adapt?

Regardless of the type and size of your business, your brand needs to connect the dots between your products and your customer’s demands. It’s what makes you unique.

So, what’s a good marketing strategy?

It should be both strategic and tactical, as it’s the key to the success of your company’s marketing efforts.  From social media content to the customer’s experience on your website, your marketing strategy should focus on what you are trying to accomplish, who you are trying to reach and how you will achieve your desired results.

Here are some ways you can improve your marketing strategy and future-proof your brand:

  1. Define or re-evaluate your buyer personas and target audience. Do you know who your ideal customers are? Buyer personas help you separate your customers into specific categories. This way, you can create content and experiences targeted to them. If you have created personas before, review them. Evaluate with your team who is buying your product and what their overall profile looks like. Compile all the information you have gathered and update or create new buyer personas. Avoid building too many personas. Be realistic. Too many personas often blur lines from one persona to the next, making it difficult to determine the best course of action when balancing all these unique types of customers. You can start with three personas and add more over time. Keep in mind that marketing begins with knowing your customer segment.
  1. Set your goals and create a plan to reach maximum ROI. The past couple of years has highlighted the value of digital marketing. Digital marketing offers various options like social media, email campaigns, online ads, webinars and podcasts that you can leverage to grow your business. Simply put, you must have it in your marketing strategy. But it is equally important to know your capability to execute. Don’t implement them all for the sake of casting a wider net. Stick to realistic marketing goals that fit into the overall company goals. Consider your resources, budget, time, and your team involved when setting achievable goals. Create a clear marketing timeline with key milestones, deadlines and associated tasks. Failure to set up goals can cause a loss of focus in your marketing efforts, and everything will go to waste!
  1. Strike a balance between CX and UX. CX (customer experience) and UX (user experience) often need to be clarified or used interchangeably. While not mutually exclusive, there are important distinctions between the two that you should keep in mind.
  • CX is how a customer perceives a relationship with a brand or organisation, incorporating everything from first impressions and reputation to becoming a customer and making repeat purchases. It considers the customer’s perception of an organisation’s advertising strategy, brand reputability, customer service, pricing, delivery methods, product usability, and the general sales process.
  • UX, on the other hand, describes end-users thoughts, feelings and impressions when they go through a specific interaction. It usually refers to self-contained, stand-alone tasks and environments such as filling and submitting a form on your website, buying an item or setting up an electronic device.
  • Both UX and CX aim to improve experiences by improving strategy, changing culture or adopting user-focused design website methods. Take both into consideration. This is how you will set yourself apart from your competitors and appeal to a wide variety of potential customers. Customers must sit at the heart of your customer journey.
  1. Respect people’s data choices and deliver value.  Changing privacy regulations and removing third-party cookies, happening sooner rather than later, has put privacy top of mind. For brands, the challenge is to stay up-to-date and compliant with all the changes. At the same time, marketers must ensure they build trust and provide a privacy-first experience for their customers. To do this, respecting people’s data choices and delivering real value is key. Several studies have shown that people are happy to provide personal information to companies they trust as long as they know how it will be used and what they’ll get in return. So, ensure your marketing is both privacy-safe and effective. Make it meaningful, memorable and manageable. People want to retain ownership of their information, and they want to feel in control. Therefore, they should be able to review and manage the way their data is used.
  1. Analyse the results of your marketing activities. Measure successes and failures. Analysing the data and feedback from marketing activities will give you an idea of what is working and what isn’t. Make sure you have the appropriate reporting systems to track and monitor the results of all your campaigns. Then, use your collected data to make data-driven recommendations and improvements for your campaigns.

When developing your marketing strategy, you should involve as many people as possible, no matter your business size. The marketing strategy should never be developed in a silo. The chances of creating a thorough and robust plan lie in the combined input of your team, as they know your brand well.

Better yet, consult with a leading marketing agency. Getting assistance from a marketing consultant, especially if you have a small team, can help you ask the right questions to understand your target market and create and implement strategies that are best suited to your business so you can create a flexible marketing plan that will enable you to adapt to the constantly changing landscape and consumer behaviour readily.

Contact us for a free consultation on how you can grow your business this year.

Also read: Leave Marketing to the Experts.

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