When was the last time you performed a quick marketing check-up? Generations and attitudes continually change. A unique selling proposition from a decade ago may no longer resonate. Past customers, prime and ready for your product today, may have been overlooked in your marketing and sales plan.
Recently I had lunch with a friend I haven’t seen in a while. He was desperate for some ideas to stimulate leads for his business. That conversation reminded me that we all need a check-up from time-to-time about how we’re approaching marketing. The outcome is captured in these four questions that you, too, should ask yourself:
1. Do you have a good feel for the persona your audience? After the conversation with my friend, he came to realize that most of his market now comes from the millennial generation. He was still thinking and marketing like a baby boomer and realized his dated materials probably weren’t being seen. With each passing day the millennial generation is becoming a larger influence. They are starting jobs, buying houses, and making the purchases that 20- and 30-year-olds naturally do. On the business-to-business side, these younger people are taking over key business responsibilities from an older generation. Don’t look dated and use the media channel your market frequents!
2. Is your position, or unique selling proposition, clear? Does it pop out in just 8 seconds (the average attention span these days)? With even less time to grab attention, your USP must be easy to digest in just seconds.
3. Do you leverage sales from your raving fans? My friend, who’s in the real estate business, has the names and address of over 1,700 past buyers. But he hasn’t contacted them in years, thinking they likely weren’t in the market for his services. But they might be now. And they certainly can be good for referrals to family and friends. Are you reaching out to past customers?
4. Do you think just having a website is going to deliver leads? You have to drive traffic, probably more today than ever before. If you aren’t emailing past customers with a link to a landing page, using content marketing, search engine marketing or retargeting to bring people to your website, your traffic will suffer. People search online differently today than they did only a decade ago. Social media is now a significant way people get news. People search for educational content or reviews.
If it’s time to evaluate your business and marketing approach, ask yourself these questions. With adjustments and updates in what you’re doing, you stand a better chance to stimulate your sales.
(This column originally appeared in Today @ Target Marketing Magazine).