If you are asking this question then you are ahead of the game of those that think that their marketing can’t be improved.
How do I improve my marketing? Convention suggests this is where we should sell in Toast but instead we will answer your question. To do this we keep things simple and focus on the most important (we don’t apologise if these seem obvious) questions, which are:
1. Do you know what is wrong with your marketing?
Most agencies advocate that moving to a new agency will solve all existing problems, but this simply isn’t true.
Chances are that if you don’t identify the problem you will almost definitely take it with you to the new agency. Take the time and effort to audit your marketing, your brand and its communications and identify what is working, what’s not and what could work better. You could do this yourself but we believe that fresh new impartial eyes can see what you can’t and address what you need to do to change. We can help with this.
2. Do you have a brand strategy that compliments your marketing objectives?
Quite often we see marketing communications that are at odds with the underlying brand or that deliberately conflict with brand values just to attain short-term tactical success. This can create a disconnection between your brand and your consumers, causing customers to question your integrity or damage the confidence they have in you and your organisation. By reviewing your brand strategy and ensuring that it is aligned with your marketing activity, you can avoid these conflicts and maximize the effectiveness of your marketing. You might identify it’s time to refresh, replace or repurpose your brand identity. We can help with this.
3. Do you know exactly who your customers are, how they buy from you and what they expect?
Whether you call it client/customer profiling, personas, pen profiles or customer types it all means the same thing: segmentation. Identifying exactly who they are and how many types of customer you have is essential if you are going to improve your marketing. You can segment using demographic, geographic, and behavioural or any host of other factors but ultimately it’s most useful to use this information to reflect their needs and wants from your organisation, its products/services or brand. The more detail you have on your clients the better placed you are to respond to them with exactly what they want, how they want and when they want it. This is especially important when planning online content and marketing. We can help with this.
4. Do you have the right balance between inbound and outbound marketing activity?
With ever-increasing pressure on integrated approaches and greater links between traditional marketing and online or digital channels, are your systems up to the challenge? An inbound marketing strategy can come unstuck unless you can record and measure the activity correctly conversely traditional marketing channels are often challenged with showing ROI. Getting this balance right can be the difference between success and failure. We can help with this.
If you address these top 4 questions then your marketing can only improve, if you would like help to do this then contact us today.
My title at Toast is Brand Strategy, but what I do is a lot simpler – I help people solve problems. Sometimes I have to identify that problem, sometimes they know already and want me to just come up with the solution and help them apply it.