Four Reasons to Revamp Your Marketing Strategy

Your work here is done. You established a marketing strategy last year and it went well. All you need to do now is sit back, relax, and let the customers roll in.
Or maybe not. A marketing strategy is not something you can fix and forget – it is something that needs tending, like a garden. And sometimes, it may need revamping altogether.
Here are the top five signs it’s time to go back and rework your marketing plan.

Things have slowed down

Results may improve dramatically when a new marketing plan is implemented, but after a while, some of that growth tends to taper off. Sure, your sales are higher than they were before, but are you growing?

Some things to consider:

If you brought in new customers with your existing marketing plan, are you keeping them?
What about the customers who didn’t see or respond to this marketing strategy – how do you reach out to them?

You are paying for things that don’t work

Even if your marketing strategy is successful, not every aspect of it may be. It’s always a good idea to refresh your plan and look at where your resources are making the biggest impact, and what can be cut. This way, you’re sure to get the best bang for your buck.

Revamping your marketing strategy can include:

Tracking your engagement on social media posts and deciding which types provide the best results
Adjusting advertising audiences and keyword targets if your cost per click is too high
Increasing your budget in areas that are showing success
Decreasing spending in areas that are yielding little to no results
Evaluating who is receiving and responding to your messages, and who isn’t

You are talking to the wrong crowd

A marketing campaign can be very successful if it is getting your product or services in front of a lot of eyes – but if they are the wrong eyes, it may seem pointless. If your ads are reaching people who will not convert to a sale, it may be time to rethink your marketing plan.

Here are some of the people who may be responding to you, but not helping your bottom line:

Browsers but never buyers – they like your content. It’s always good for a laugh, but they aren’t in the market for what you’re selling. Or they are loyal to their existing provider.
Business peers – sure you may have 50 new followers, but they may be your competitors or peers who just want to see what you’re up to or gain ideas to build their own business.
Not the right person for your brand – maybe your hilarious ad campaign really hit well with the teenage crowd, but they don’t have the budget or need for what you’re providing. Maybe they can tell their parents, but the chances are low. Revamping your strategy goes a long way to making sure the right people are looking at it.

Trends keep changing

While something may be clever and funny one week, something else will be the next. We’re not saying you have to change your marketing strategy every week, but it’s always healthy to revamp it to make sure you are following the latest trends.

Things that can change quickly:

The most popular social media platforms – it seems as though there is a new one every day, which can be hard to plan on which ones will stick.
Common phrases, slang, and memes – no one wants to be that guy saying last year’s phrase that doesn’t even make sense anymore.
Platform algorithms – social media sites frequently change the way they show people’s content and get it in front of most people. An annual revamp will ensure you are hitting all the points you need to in order to be successful.
SEO changes – it’s always best to determine if you need to change or add any words to make your website up to date for search engine optimization.

ot only do things change in the marketing and social media world, but they change within your organization, too. Even if there have only been small things that have been altered over time – your company is not exactly the same as it was a year ago.

Evaluating and adjusting your marketing strategy helps you make sure that all your platforms are up to date and you are presenting your current image, not the one you were excited about a year or two ago.

Here at Hoyden, we put strategy first. Our team of awesome people is here to help your organization thrive, and we would love the opportunity to work with you.

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Why Interns Shouldn’t Manage Your Social Media

Digital, Social, Strategy

Please heed this very important warning – don’t feed your interns to the trolls. The social media trolls, that is.

When a new intern shows up to your office for their first few days on the job, many people tend to give them the work that no one else wants to do. Fetch the coffee, make the copies, answer the phones, and of course…post on social media.

While that may seem like a great task for a college student who spends a large part of their day on apps anyway, it’s not the best idea. In fact, it could turn out very badly.

Here are our top five reasons why you shouldn’t let your intern run your social media.

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They are practically strangers

We’re not saying that your intern is stupid, far from it. But they haven’t been around your company long enough to know the things that will create meaningful content to drive sales and leads to your business. They don’t know the top-selling products, the discount trends, the jokes you share with your customers, or which staff members to feature.

They also know nothing about the brand you’ve been building and the tone in which you communicate with the community. A lot of hard work can be lost due to handing the digital reins over to a newbie.

Social media is an important driving tool for your brand. You need to have someone who can study your analytics and make long-term decisions about your account.

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It’s All Just Temporary

Sure, having the intern post to your Facebook page every day may seem like a tempting break, but what happens when they go back to their regularly scheduled class load and it’s handed off to someone else? A unified, cohesive tone of voice for your brand is difficult to maintain if the person behind it is changing every three to six months.

Not to mention, there may be posts that need boosting or great advertising opportunities, but it is unlikely that you will feel comfortable giving buying power to someone who is only there for six months.

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Not All Apps Are Equal

It may seem strange to consider, but not all college-aged students are familiar with every single social media app. We hate to be the bearer of bad news, but most young adults consider Facebook something for the older crowd. There are so many social media apps, and they all serve different target audiences. Depending on who you’re aiming to reach, your intern may not be able to connect with them over that medium without some guidance.

At the same time, having someone who is familiar with newer platforms may bring your office up to date with the latest apps that are on the scene. This collaboration can be great. But what happens when their internship comes to an end and there is no one left behind who is passionate enough to continue posting that content? You become a ghost on that platform.

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No experience

Sure, your intern has been on social media for many years. That doesn’t mean; however, they are ready for all the responsibilities that come with a band’s account. Beyond typos (let’s not throw the intern under the bus on that one, everyone makes typos from time to time), there are several important things to think about when posting from an account that isn’t their own.

Do they have permission to use the images they picked? Do they engage with the trolls? What happens if a customer posts a complaint? There are so many things to consider when it comes to posting to social media. Interns are here to learn, and they do that by being taught. Not by being thrown into the fire on their first day.

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Crisis management

While a college intern may know their way around a keyboard better than you, they have far less experience dealing with crisis management. If there is a major issue happening for your business, anything they do or say on social media can go viral or be misinterpreted.

It’s a lot of pressure to put on someone who is just in your office for college credit. You want someone at the helm that can effectively communicate with your audience the important information and facts about the situation. Or to not post at all if the situation warrants. Staying calm and not responding negatively to comments on social media is an important lesson to learn.

Social media is important to your brand. While it may be tedious to post on your page every day and monitor all your platforms, it’s not something that can be passed off to the youngest and newest team member who is only there for a few months.

Interns are in your office to learn. So, why not use this great opportunity for them to learn from someone with more experience. Then when they graduate and are hired for their first job, they will have the tools they need to be successful.

Meanwhile, your brand will be safe and secure in the hands of someone dedicated to getting the most out of your social media platforms.

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3 Easy and Effective Ways to Wow Your Clients

by mollymason | June 27, 2016 | Marketing, Strategy | 0 Comments

Let’s pretend it’s a warm, sunny day and we’re running a lemonade stand. You walk by, purchase a cup, and declare “Wow! That is some seriously good lemonade. What do you guys do so different?” Truthfully, a recipe isn’t that hard to follow: proper portions of water,...

3 Easy and Effective Ways to Wow Your Clients

by mollymason | June 27, 2016 | Marketing, Strategy | 0 Comments

Let’s pretend it’s a warm, sunny day and we’re running a lemonade stand. You walk by, purchase a cup, and declare “Wow! That is some seriously good lemonade. What do you guys do so different?” Truthfully, a recipe isn’t that hard to follow: proper portions of water,...

What is a Personal Brand and Why is it Important?

Branding, Digital, Networking, Strategy

While branding is often the key to success for most businesses, individuals can also thrive in their industry and careers by building their own personal brands.

What is a personal brand? It’s basically how you market yourself professionally and publicly. Some of the most famous personal brands include:

And while these names are internationally recognized, every type of industry has its own leaders. People who are known for being credible experts in their field. Building a solid reputation online these days not only impacts your business but can lead to longevity in your industry. Here are some of the top reasons how building a personal brand can help you.

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Build a solid reputation

While you want to be honest and genuine about who you are, that doesn’t mean you can’t use your best skills to promote yourself. What do you want to be known for? Having a personal brand is the perfect way to present yourself as an expert in your field.

A personal brand helps build your credibility in the industry. When someone needs a good or service, they look to the Internet to find the best provider. Someone with a well-developed personal brand will stand out among the crowd. Even if you have worked for several organizations, your personal brand will follow you and so will your credibility.

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Keep your personal and public lives separate

Look, you may be proud of your baby’s first steps, but that’s not going to help you become the known expert in your field on the topic you represent.

Keeping a personal account for your friends and family and creating public accounts for your brand helps you share what you choose in the appropriate location. If you feel nervous about posting pictures of your family for the world to see, then having separate public and private accounts will help you network while keeping those you love safe.

Not to mention, with the political climate in the world as it is right now, many professionals find that it is easier to keep their opinions to their private accounts, so they do not risk alienating clients and colleagues on either side of any issue.

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Networking

Connecting with other professionals is another benefit of having a personal brand. It allows you to befriend others on social media and build a relationship with them. The benefits to this are endless, including cross-promotion, job opportunities, and business leads.

Having likes and follows by others in your industry only helps to build your business reputation. When you have a personal brand that is recognized in your field, you can become sought after for conferences, workshops, and other trade events.

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Connect with clients

Other business professionals are not the only people you can build a relationship with through your personal brand. With smartphones in practically everyone’s hands, our clients are living and working on the Internet. Keeping your name fresh in their mind by promoting your personal brand makes you a trusted source to meet their need when the time comes. As a bonus, they are more likely to recommend your name to others.

While a personal brand may not be the first thought that pops into your head when going into business, it is an important thing to consider. By building a personal brand, you set yourself and your business up for success, and you can establish yourself as a credible source in your industry for years to come.

Cool, I'm Interested!

3 Easy and Effective Ways to Wow Your Clients

by mollymason | June 27, 2016 | Marketing, Strategy | 0 Comments

Let’s pretend it’s a warm, sunny day and we’re running a lemonade stand. You walk by, purchase a cup, and declare “Wow! That is some seriously good lemonade. What do you guys do so different?” Truthfully, a recipe isn’t that hard to follow: proper portions of water,...

3 Easy and Effective Ways to Wow Your Clients

by mollymason | June 27, 2016 | Marketing, Strategy | 0 Comments

Let’s pretend it’s a warm, sunny day and we’re running a lemonade stand. You walk by, purchase a cup, and declare “Wow! That is some seriously good lemonade. What do you guys do so different?” Truthfully, a recipe isn’t that hard to follow: proper portions of water,...

Why You Shouldn’t Hold Off on a Crisis Communication Plan

Communication, Public Relations, Strategy

Did you participate in fire drills at school? If the fire alarm goes off in your building – do you know what to do? We prepare for that danger, but it’s important to be ready for whatever crisis may come.

Weather, world events, technical difficulties, and yes, even global pandemics throw a wrench in our lives. And for businesses, these events can put the brakes on everything. And while you are scrambling to problem-solve, your customers or clients are contacting you for information and updates.

You need a plan. You don’t wait until you’re in the middle of the fire to talk about what should be done. There’s no need to wait until a crisis hits to scramble for ways to communicate.

When an ice storm hits, and you need to close or cancel appointments – how will your patrons be notified? If a negative tweet about your organization goes viral – how can you respond in a way that won’t add flame to the fire? What happens if your Internet, power, or water goes out? Or of your systems are hacked and your customers’ private data is breached?

This might cause you to feel slightly panicked about the future, rest assured there is really no need to freak out. You’ve got this! Especially if you have a good crisis communication plan. When there is an issue, there are a few questions that your crisis communication plan can help answer:

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Who Will Communicate?

Sometimes when a crisis is happening, leaders can feel like they are being pulled in a million directions. Plagued with solving the problem at hand while communicating to employees, clients, and the community can be daunting.

And like a game of telephone that we played as kids, a message can get confused when it comes through many different sources. Having a communication plan prepares you to designate someone to speak to the public, respond to phone calls, and manage social media while you work to come up with solutions and resolve the crisis.

Knowing ahead of time who you can trust to show grace under pressure and get accurate and timely information goes a long way. Someone who is proactive and not reactive when it comes to crisis communication can help save your business’ reputation.

The old adage tells us that if you can’t say something nice, don’t say anything at all. But when your business is in crisis and you can’t afford to keep quiet, having someone who may communicate impulsively can do a lot of damage. Waiting until a crisis occurs to find the right person for the job is not the best idea for such a critical role.

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How Will They Communicate?

Figuring out who will get your messages out is half the battle. Most businesses wait until they are in the middle of a situation to decide how they are going to notify their community of what is happening. But in a crisis, not all your communication methods may be functioning.

Here are some issues to consider:

How will you communicate if you are without power or Internet access?
If you normally send people to your website for the latest information – what happens if you cannot get ahold of your web content manager during the crisis? What if their updates take 24 hours to publish and your clients need current information?
If you have someone else doing your social media – do you have access to the accounts in case they are unavailable for updates?
Do you have a paper list with the contact information for key stakeholders in your business that you may need to access if you can’t get online?
Can you direct all your clients to one website or social media page for updates?

Having a crisis communication plan helps you answer most of these questions ahead of time, and that your entire team will know what to do when it happens.

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What Will They Communicate

Even if you assign a person to handle your communications during a crisis, you will still need to have a plan in place for how they will have the latest information approved by you. Information can change by the minute sometimes, and you want to make sure you are not passing along a message only to have to change it five minutes later.

Who signs off on communications before it is sent? Do you have a regular update schedule, so your clients, customers, or employees don’t go for too long without information?

With a proper crisis communication plan, you and your team will be able to handle whatever crisis comes your way without panicking. While it seems like extra work now, it will save you time later if it is needed.

If you need help with any of this – strategy, planning, or training please contact us. We would be happy to have a consultation with you to discuss your needs and budget and find a solution that will work for you and your team.

Cool, I'm Interested!

3 Easy and Effective Ways to Wow Your Clients

by mollymason | June 27, 2016 | Marketing, Strategy | 0 Comments

Let’s pretend it’s a warm, sunny day and we’re running a lemonade stand. You walk by, purchase a cup, and declare “Wow! That is some seriously good lemonade. What do you guys do so different?” Truthfully, a recipe isn’t that hard to follow: proper portions of water,...

3 Easy and Effective Ways to Wow Your Clients

by mollymason | June 27, 2016 | Marketing, Strategy | 0 Comments

Let’s pretend it’s a warm, sunny day and we’re running a lemonade stand. You walk by, purchase a cup, and declare “Wow! That is some seriously good lemonade. What do you guys do so different?” Truthfully, a recipe isn’t that hard to follow: proper portions of water,...

4 Practical Post-COVID-19 Marketing Tips

Digital, Marketing, Strategy

2020 will go down as the weirdest and most disruptive year for business in recent history. Organizational leaders and business owners are managing massive changes and looking at scenarios that seem to alter on a weekly basis. While many are looking to completely revamp their marketing strategy, mostly everyone is looking to modify their marketing plan and budget for the rest of the year. We’ve put together some practical ideas for getting your marketing going in the coming months.

1. Take Care of Your Customers

Communicating with your customers is more important than ever. Take a proactive approach and let them know how your organization is dealing with reopening, how you are adapting to keep your employees and customers safe, and how you can continue to provide them with phenomenal products and services. Be available to help them solve their problems in any way that you can and communicate that over and over again. Avoid clichés and overused statements and focus on being sincere and authentic.

Even with a thinning budget, figure out creative ways to provide extra value and strengthen relationships. If you take a true customer-centered approach you will strengthen the value of your brand with your clients.

2. Don’t Bury Your Head in the Sand

If your organization has suffered severe disruption, it is not the time to be paralyzed with fear over your marketing. Even now, we’re working with clients on new marketing strategies and tactics to help them take advantage of the current situation while also identifying future opportunities. For many of our clients, that means developing webinars, creating social media web videos, updating neglected websites, designing digital advertisements, and implementing automated marketing and email marketing campaigns.

3. Develop the Right Messaging

We are not at all advocating for changing your corporate identity or engaging in sleazy marketing tactics, we are suggesting it is time (for most organizations) to develop clear messaging about your differentiating factor and unique value. We’ve implemented this principle ourselves by developing a new website that more accurately communicates the problems we can solve for certain clients and beginning inbound marketing practices and digital advertising for the first time in our company’s history. It’s important that your marketing quickly and concisely tells people who you are, what you do, and why they should care.

4. Take Advantage of Free Marketing Platforms

If your organization has not taken a massive hit during this pandemic, you should be investing even more money in your marketing. Research has shown that this tactic yields success during economic downturns. But if you need to tighten your marketing budget there may be free marketing tools that you can utilize while you get your organization back on its feet.

Canva is a free graphic design solution that you can use to design social media graphics, posters, and more.
Unsplash and Pexels are great resources for free professional photographs you can use on social media and your website.
Vidyard allows you to set up a free account to create videos for your marketing.

While unpredictability is rampant for every organization, there are many opportunities that leaders can take advantage of to optimize their marketing efforts and come out of the 2020 Twilight Zone with a happy ending.

Get Your Marketing Back on Track

Branding, Marketing, Strategy

As we begin to come out of the pandemic and return to normalcy, many small businesses are looking for guidance to get their marketing back on track. Here are a few simple steps you can take to get started:

1. Know Your Differentiating Factor: If You Don’t Know It, Nobody Will

What makes your organization unique? This can be a difficult question to answer, but if you want to be successful, knowing what makes your business different from others is essential. This will be a critical factor in the development of new messaging and an updated marketing plan.

a. What problems do you solve in a way that your competitors don’t?

b. What do your users think are your strengths?

c. Can any of your competitors’ weaknesses be turned into an opportunity?

d. What are some user needs (based on the common complaints they voice about the product/service) that can be turned into potential growth opportunities?

e. What are some market/industry trends that you could foresee and prepare for?

f. What can you offer that NOBODY else is talking about?

2. Identify Your Target Audience: “People with Money” Doesn’t Count

Identifying your target audience takes consideration and patience. The more you can empathize with the audience, the better. Which is why we recommend developing Buyer Personas and Buyer Profiles.

Regardless of the profile you build, be sure to ask yourself these key questions:

a. What motivates them to purchase from you? Do they have any goals?

b. What prevents them from purchasing from you? Do they have any fears or are they facing any challenges?

c. What problem are you solving for them? Do they have multiple problems?

3. Revamp Your Marketing Plan: Something to be Excited About, Not Scared of

This is an opportunity to review your marketing budget with a fresh set of eyes. By doing this, you can eliminate the marketing efforts that aren’t measurable or reaching your target audience. Once you’ve decided what stays and what goes, you can focus your marketing efforts on measurable items that will both reach your new audience and drive home your differentiating factor.

a. Does your target audience use the same marketing channels as you?

b. Are you afraid to give up traditional forms of advertising that aren’t producing results?

c. Do you take advantage of digital advertising tactics and measure their effectiveness?

d. Are you spending marketing dollars on things that are unnecessary?

e. Is your marketing program being run efficiently and strategically?

Knowing what makes you different is what can make your organization great. And there is no better time than the present to confidently create a strategic marketing plan that positions your organization for growth in the years ahead.

Did you enjoy this article? We thought you might, which is why you should take a look at these:

7 Signs You Need A Strategic Marketing Consultant

by Paige Fuoco | April 14, 2022 | Marketing, Strategy | 0 Comments

When is the best time to bring in marketing support? We broke down the top 7 signs you need a marketing strategy consultant to help get you started.

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