What’s that? Something new is trending? Great. Let it. You don’t need to change your marketing strategy every time something new is getting attention. Whether it’s the audience generation everyone is suddenly talking about, a new imagery style, social platform or way of speaking, resist the urge to jump on the bandwagon.
Perhaps your marketing strategy does need a reset. But how do you know? Do yourself the favor of performing a quick audit:
How’s your messaging? Consistent across platforms?
Are your audiences engaged?
Do your intended audiences match the audiences your marketing actually reaches?
Are your ads and other promotions bringing in leads, traffic or other actions?
How are you allocating your marketing budget across platforms and their individual needs?
Ultimately, the question is whether your current marketing strategy is producing the results that your business needs. And if it isn’t? It’s time to shift your strategy.
Your Customers Are Finding You Differently
Audiences are evolving all the time. The ways they intake news, purchase products and follow brands or companies can change in an instant.
You have to pay attention to where your customers are and meet them there.
Take the Time to Experiment
Any time you’re making a change, you need to give yourself time.
Just starting a new social media channel? Don’t expect immediate results (unless you’re putting some serious ad dollars behind it). Still getting traction on your current channel? Don’t abandon it! You can use your existing platform to introduce that audience to the new platform and see if they bite. If your existing audience doesn’t show up on the new platform, continue to give it some time! You may be reaching a new audience who only knows you in this space.
(Check out this article on selecting social media platforms based on your audience.)
Consistency is Still Key
Speaking of taking your time, it’s important to stay consistent and to not try out new trends or tactics month after month. If you’re constantly starting and stopping, you’re likely a) going to confuse your audiences, b) not allowing your strategy to take root and produce results and c) wasting a lot of time and budget.
Be strategic with your new methods. Consider how long you’re going to test a new channel or messaging tactic or digital ad strategy, and stick to that plan.
When you’ve reached the end of the timeline or budget you’ve committed to, take a pause to analyze. What’s working? What could use an adjustment? Shift your strategy where it makes sense and try again.
Be Mindful Of the Conversation You’re Joining
It’s fine to jump on a trend here and there, and to speak out on issues that are important to you. But you have to be thoughtful about it. Don’t join the conversation just for the sake of content.
Whether it’s a trend or a cultural topic, whatever you put out into the universe still needs to look, sound, feel and be you. Content that’s not authentic won’t get you anywhere.
Conversely, when done with intention, aligning your brand with conversations that you are passionate about can build trust with your audiences, and lead to brand loyalty.
Make the Commitment
The most important thing is to pay attention to what’s happening with your marketing – what’s changing (for better or worse) and what’s stagnant – and to not be afraid to adjust when needed. That applies to your budget, your time commitment, your targeting strategy, your creative assets, messaging, audience engagement tactics and everything else.
Give a new marketing strategy 100% before you abandon it. But, don’t be afraid to abandon it if you know it’s not working.
Alison Quinn
Creativity, strategy and sparkles: our Creative Director's Big 3. Alison is a self-professed word nerd and lover of marketing that makes you go "whoa!"