As a brand-new year dawns, countless people make New Year's resolutions -- not always with successful results. But businesses often use this time of year to rethink their behaviors and strategies as well. If improving the return on your marketing investment stands at the top of your company's priority list, have your marketing department adopt these three New Year's resolutions.
1. "I Will Increase My Investment in Digital Advertising."
Once upon a time, a business only had to think about advertising on TV and in the print media. Today, however, digital advertising is all the rage -- and for good reason. For one thing, you can use Internet metrics to track the performance of each ad you post online. This benefit lets you refine your approach and test various ads to optimize your results. Digital marketing content can be tweaked as needed in a matter of seconds, unlike that bulky billboard or pre-printed magazine ad. From a cost-effectiveness standpoint, online advertising allows you to scale your investment up or down until you achieve the perfect balance of performance, cost per impression, and ad size.
2. "I Will Work on My Buyer Persona."
If you want to boost the precision of your marketing, start by creating the most precise possible image of the customer you want to attract through that marketing. You can achieve this goal by creating (or refining) your buyer persona. The buyer persona is an imaginary construct that represents the ideal target for your products or services. You build this persona out of all the customer data you've collected to date, including factors such as buyer behavior, age, sex, goals, motivators, and deterrents. Everything you know about your buyers' priorities, needs, and preferences goes into the creation of the buyer persona. You now have a target at which you can aim your marketing pieces and tactics with pinpoint accuracy.
3. "I Will Create a Congruent Marketing Strategy."
Have your marketing messages and practices grown in random directions due to the chaos of responding to daily changes and challenges? If so, you may find that you're saying one thing in your social media campaign, another thing on your website, and yet another thing in your ads. Start fresh this year by restoring some congruence to your marketing strategy. Congruence is an important feature of successful marketing. The term refers to the consistency of messaging you maintain among all your various marketing channels -- the alignment among style, tone, and content. Take the time to make sure you convey a unified brand message, look, and feel throughout your marketing efforts.
Like all New Year's resolutions, the resolutions listed above will only work as well as you decide to work them. So schedule that marketing meeting today and place them on top of your to-do list for business success!