It’s mid-year audit season, and our team’s ready with some great tips to help you elevate your marketing game!
Dawn
When I think about a company evaluating their marketing, I feel the most overlooked resources are the development of Buyer Personas and charting the Buyers Journey. It is important to identify Buyer Personas, which are fictional characters based on your ideal customers using data, demographics and behavioral traits, so that you can tailor your strategy to better speak to your audience. The mapping of your customers’ Buyer Journey is equally as important so that you can understand the unique stages your customers go through, from first becoming aware of your business to purchasing your product or service, and tailor your messaging and approach accordingly.
Megan
Just as it’s important for us to provide you with data and reporting, it’s equally important for you to play an active role in helping us gather valuable information. For example, while we can track actions like calls or form submissions made to your business from an ad, for example, we might not always be able to see what happens beyond that.
It’s also helpful if you can share which metrics matter most to you. These might align with our recommendations, or you may have additional priorities that we should be aware of.
Lastly, marketing is a powerful tool for driving action and solving challenges, but it’s not a fix for deeper business issues. If there are fundamental problems, such as pricing, customer service, or hours, those may need to be addressed alongside your marketing efforts for the best results.
Christi
Time for your mid-year evaluation! Ask yourself the following: Is your message clear? Are your visuals consistent? Are you on the right platforms? Are your focal points strong? Are you evoking the right emotion through color, font, imagery and is it connecting with your target audience? If you feel overwhelmed and don’t know the answers, no worries, we got you! Let’s check to see if your visuals are effectively communicating your message, aligning with your brand, and resonating with your target audience. Midwest Marketing has the Google stars and Art Director gurus to help you improve in each of these areas.
Jen
I recommend taking a good look at your website analytics at least once a quarter. You can compare the data to the previous year, or any other time period you would like, so that you can get an idea of how your efforts are contributing to your traffic. For instance, if you see that your organic search traffic is dropping, it’s a huge indicator that you should look at your websites search engine optimization (SEO) and make some tweaks. If you don’t currently check your website’s analytics, I highly recommend setting up a Google Analytics account and installing the code on your website so you can start seeing what your web traffic is really doing!
Tabitha
The first step to effectively evaluating your social media marketing strategy is to regularly look at engagement rates, follower growth, and other specific conversion metrics that are important to your business goals. Be sure to review the types of content that generate the most interactions as well. It’s also important to monitor audience demographics to ensure you’re reaching your desired target market. Don’t forget to compare your results to the previous year and industry benchmarks to gain a better perspective on your performance, and monitor your results monthly, quarterly, or annually to see how you’re improving. You can also gain additional insights by installing pixels and other tracking codes on your website. It may sound like a daunting task, but the benefits are so worth it!
Jenny
Are you consistently using the same style fonts, colors, graphic, and photography elements across all marketing assets? If not, you could be compromising the credibility of your brand. When you are utilizing a different look and feel in each of your materials, it can appear disorganized and unprofessional to your potential audience. Always stay true to your brand guidelines by consistently creating a cohesive and professional image, which will ultimately strengthen loyalty and continue to support your business in the long-term future!
Allie
When evaluating your marketing, understanding who your ideal customer is can make your marketing much more effective. Think about it this way—if you could fill your business with one type of customer, who would it be? What do they care about, what problems are they trying to solve, and where do they spend their time? That’s the foundation of a customer persona. Once you define that, you can tailor your messaging, visuals, and strategy to attract more of the customers you actually want.
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