Marketing: Delivering results in 2020

We asked marketing expert and Fellow of the Chartered Institute of Marketing Clare-Marie Taylor to share her top tips on how to get your marketing on track and delivering results in 2020.

Top Tip #1

Challenge your marketing activity.
As we near the close of the tax year and for some of us the end of our financial year, it feels like time to take stock on the marketing activity that you’ve been doing across the last year.
Revisit your target customers, their pain points, your key messages.
Interrogate the data – who has been buying from you over the last year? Is it who you want or does your positioning need to change?
Things will have changed and it’s really important to keep in touch with those changes so that your marketing remains effective.
Challenge yourself….

Top Tip #2

What’s your story?
We all operate in a really competitive market space and it’s hard to differentiate yourself from everyone else who is offering the same product or service.
Having a strong story will help you to do this, if you have one already revisit it and challenge yourself to make it even better.
If you don’t have one then you need to get writing…understand why you do what you do, what gives you the fire in your belly.
We want to know the story behind your brand, why we should believe in you and most importantly why we should buy from you.

Top Tip #3

Focus on your most effective channels.
What have been for you the most effective marketing channels over the last year?
Email campaigns, direct mail, social media, PR, content marketing?
If you’ve been measuring your marketing, you’ll know where you should be focusing both your effort and your investment for the next year.
That combined with a clear understanding of your target customer will give you a clear action plan.

Top Tip #4

Have a content marketing plan.
If you’re not content marketing, you should be, it’s one of the most effective tools now to engage with your target customer and it’s not a massive investment either.
There are so many different forms including blogs, vlogs, video, memes, podcasts, webinars and you should be reusing and repurposing your content.
Take a look back in terms of the content that’s really worked for you in the last year and reuse it again next year.
Your customers are moving and changing all the time so don’t waste your content – reuse, repurpose, make the most of the content that you have.

Top Tip #5

Have you got your marketing plan in place for the year ahead?
You need to have clear objectives as to what you want to achieve in the new year and a plan that is going to get you from A to B.
Think about the Six Superheroes – Awareness, Interest, Evaluation, Trial, Adoption and Loyalty and what activity you should be doing at each customer touchpoint.
Then measure the effectiveness – this is most important to ensure that you’re keeping on track to deliver your objectives.

If you need help with any of the above #TopTips then come and join our FREE Facebook Group @TheBusinessSquad where there is a whole video library to give you help and advice on all areas of your marketing.

All the best for the year ahead!

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