AC

How to Keep Your Marketing Fresh As The Year Wanes On

Labor Day has passed. Summer vacations are over. And a nap sounds really good. That string of thoughts is playing on repeat in the minds of many office workers this time of year, as summer reaches an end, and no one is ready to tackle the busy fall season.
But now is the time to shake things up, try something different, and set yourself up for a successful Q4. If you’re a marketer, it’s the perfect time to up your competitive edge while your competitors or still mourning the end of summer.
Here’s five easy ways to keep yourself and your marketing fresh, effective and on track.
1. Measure (real) engagement
You’ve heard it before – smartphones and tablets are changing everything when it comes to consumer behavior. The average consumer uses two to three devices within the cycle of making a single purchase. If you’re not tracking engagement across all devices and channels (both online and offline), you’re not getting the full picture. Multichannel attribution lets you measure performance, see what’s working and calculate ROI. It helps you spot trends and problems so you can make a change and finally end the cycle. No more bad investments and useless optimizations.
2. Keep an updated content calendar
You’re probably tracking a lot of activities, from deadlines to blog assets to your coworker’s vacation. Organizing your content assets by date will make your life easier. The goal is to create a calendar that is simple, visible to the rest of your team, and flexible. Being able to easily swap topics and due dates is key in an agile marketing atmosphere. My personal piece of advice – don’t use excel spreadsheets, which tend to be hard to scan and even harder to edit. Try cloud a cloud-based solution instead.
3. A/B test everything
It’s easy to fall into the trap of thinking you know what works. You can make your best bet, but the only way to build a truly successful landing page is to test it — whether it’s the ad copy, images, videos, or headlines. Make sure to test small, isolated elements so you know exactly what works best. You never know when that one small change will be the knockout punch.
4. Create a unique strategy for mobile
We all know mobile is changing everything, and Google brought home the message when it announced it favor mobile-enabled sites in search, AKA Mobilegeddon. Having a one-size-fits-all mobile site is not even close to a mobile strategy; you need to really understand your mobile audience, their unique goals and expectations. When building your strategy, always have a picture in the back of your mind of your target customer searching for your product. They need a mobile solution, meaning you do, too.
5. It’s time to get social
If your marketing strategy doesn’t include social media, you’re missing out on a huge opportunity — and I’m not just talking to B2C marketers. Social media is not only a great communication channel between businesses and their audiences, and also proving to be a successful ad platform. According to CMO.com, 54 percent of B2B marketers say they’ve generated leads from social media. Your customers expect you to be online as much as they are.
I’m not telling you to sacrifice fun to sit under the AC and work on your marketing tactics. But by following these few easy tips, you can maximize your efforts without getting burnt out.