It’s officially back to school season and while most of us no longer have to worry about homework or our pants not fitting anymore (oh, wait…), it definitely marks a shift in mindset as we move into the last leg of the year. Suddenly it’s back to business, and that means everyone in your industry is starting to consider what’s gone well this year and what needs to be adjusted so you can hit the ground running in 2024. Here are some questions you should reflect on as you consider your branding and marketing efforts this far.
How does our digital footprint compare to others in our industry?
It’s no secret that as the internet becomes more prominent each day, it’s imperative that your business is as easy to find as possible to new potential customers. As great as word of mouth can be, chances are that person is going to Google you after that initial conversation. Let’s face it, if they can’t find your website or any additional information from that point, they’re more likely to look to your competitors.
A great way to gauge your competition is to Google your industry. For example, if you sell the greatest athletic footwear, go ahead and google “Athletic footwear (your city)”. If one of your competitors comes up before you do, that’s a good indicator that they either have a stronger website and SEO than you do, or that they have paid advertising running to gain traffic. Either way, they’re more than likely taking customers from right under your nose.
Is our brand consistent across the board?
Another great thing to reflect on going forward is your branding. The best brands in the world have set colors, fonts, logo files, and a consistent conversational tone. This is so important in helping your brand to become recognizable, familiar, and comfortable to your customers. Having these elements set can also mean less work down the road – and that multiple people can be creating content without it feeling disjointed.
Are we happy with our current digital marketing efforts?
Digital marketing can mean so many different things, and can no doubt be overwhelming. That’s why it’s so important to understand where you should be putting your effort and budget. You don’t need to be everywhere, but there are definitely places that you really should be based on your industry. A strong digital advertising campaign can be just what you need to hit your stride and get business booming, but understandably you can’t be expected to do it all. Go ahead and send [email protected] an email to get started.
Are we taking full advantage of the customer relationships we are building?
One of the things we hear all the time is “how do you build an audience to market to – do we have to buy a list?”. No, you don’t have to buy it – and to be completely honest we would highly discourage doing that. Every customer that walks through your door (either physical or on your website) is an opportunity to grow your audience. Having an email signup list, or even offering something promotional in exchange for their email, can be incredibly rewarding down the line. Repeat business is some of the best kind, after all!
What are our competitors doing that we would like to adopt moving forward?
“Good artists borrow, great artists steal.” When it comes to marketing and online presence, nothing is new. That’s why you should take a hard look at what other businesses in your industry are doing right, and adopt it to be your own. Adaptability is what creates relevance, and you don’t want to miss the train. If your competitor has found huge success utilizing Facebook, it might be time to revamp your page and start posting more often. The key is understanding your strengths, your messaging, and maintaining a sense of why your audience is drawn to you.
The online world is moving at a rapid pace, and it won’t be slowing down anytime soon. Having a team of experts who you can trust with your digital marketing can make a world of difference. Want to learn what we would recommend for your business in the new year? Reach out to [email protected] to find out what’s next!