Don’t for one minute think that once your online marketing strategy is created, you can just sit back and relax. If only life was that simple!
In some ways, formulating your strategy is just the beginning. Without Polish, its shine will quickly wear off.
Polish is the last of our 9 P’s of Marketing. It relates to the need to continually review and improve your marketing strategy, to keep it fresh, relevant and effective. That’s what you need to do to stay ahead of the competition.
Assessing Your Impact
Remember, your competitors are watching you as much as you are watching them. They will take ideas from your promotional activities and try them out on their products. Polish is what you use to retain your customers.
An effective Online Marketing Strategy allows for continual assessment. Marketing professionals know what is happening in the market, and how certain changes may affect their clients’ businesses. Here’s an example.
Most businesses rely heavily on attracting customers through search engines, the main one being Google. But here’s the thing: Google wants to help people, not businesses. It’s all about the UX – or User Experience – so Google changes the parameters on a regular basis.
Staying Ahead of the Game
As professional marketers, it’s our job to know when these changes are happening, and understand how they might affect our clients’ businesses. That’s when we need to review and polish the marketing strategy.
It might be as simple as changing your SEO keywords. Or it could mean redesigning your website to make it more mobile-friendly. It’s about doing whatever it takes to keep you ahead of the game.
Polish means reviewing all your marketing angles. Perhaps social media is no longer working for you, or TV advertising is proving too expensive. Your marketing strategy is not set in stone – things will be added, and things will be removed.
Signs of Change
It is usually quite obvious when your marketing needs reviewing. You may be losing customers and/or sales, and your turnover may be down. This is the time to see what’s working, and what isn’t.
It may be time to add professionally written content, or improve your website’s accessibility. We may need to tweak your social media marketing, because your customers respond better to video clips.
There are always ways of doing things better. But you won’t know if you are not reviewing and improving your marketing on a regular basis.