No matter how long it’s been since you went back to school, there’s just something about this season that feels like a fresh start.
Maybe it’s the chill in the air or the return to routine after a packed summer schedule.
For me, it’s walking by retail displays stuffed with school supplies. I’m a sucker for shiny new pens and colorful markers. Don’t even get me started on the journals and planners with blank pages ready to be filled. A clean slate feels like anything is possible.
As we head toward the final stretch of the year, marketers have a similar opportunity to pause and imagine the possibilities.
Change is what makes our industry so interesting (and challenging!). With new tools, trends, and technologies emerging every day, it’s important to remember that the best marketing starts with the basics: a sound strategy, a deep understanding of your audience, and a clear definition of what success looks like.
In the spirit of getting back to basics, here are five questions marketers should be asking now:
#1: Does Our Marketing Plan Still Make Sense?
Be honest: when’s the last time you reviewed your marketing plan? If it’s sitting in a drawer somewhere or in an untouched folder on your desktop, it’s time to take another look.
Your marketing plan is a living, breathing document. It needs to flex with the business and the broader landscape, because the strategy you mapped out in January may not fit the reality you and your customers experience today.
Now’s a good time to look at the bigger picture and consider whether your current marketing efforts still align with your organization’s biggest goals. If not, it’s not too late to pivot.
#2: Are We Listening to Customers?
Yes, personas and demographic data are useful. But there’s no substitute for actual customer interaction.
If you want to get closer to your ideal customer, you have to get curious:
- What questions are people asking the sales team?
- What frustrations are showing up in customer service conversations?
- What language do people use when they describe your product?
- Why do loyal customers choose your brand?
- What made someone else walk away?
Focus groups, one-on-one interviews, surveys, social listening, reviews, and conversations with frontline employees can all give you a better understanding of the customers you serve and the people you’re trying to reach.
#3: Are We Measuring What Really Matters?
Marketing today means we have access to more data than ever before. Impressions, reach, clicks, followers, and engagement rates can all tell us something. However, the most meaningful metrics are those that tie back to actual business goals.
How is marketing supporting lead generation, customer retention, and revenue? What are you learning about your customers along the way?
Resist the temptation to get caught up in vanity metrics. Data is most useful when it helps you make smarter business decisions.
#4: Is It Easy to Do Business With Us?
A great marketing campaign can only go so far if the customer experience feels confusing or disconnected. Take a step back and consider the journey through your customer’s eyes. What points of friction do you notice?
- Is the website easy to navigate on desktop and mobile devices?
- Is taking the next step obvious and easy to complete?
- What happens when someone fills out a form or requests information?
- What happens after they make a purchase?
Many times, the friction lives in the “in-between” — often the handoff from marketing to sales or customer service. It’s another reason to ensure cross-functional teams are communicating and collaborating.
#5: Where Can We Create Moments of Surprise and Delight?
Real marketing magic happens in the moments customers remember. Here’s your permission to try the unexpected and bring a little more joy into the customer experience.
Surprise and delight is about showing your customers that you see them and value them:
- Personal touch: Add a thoughtful, personalized gift to the onboarding process.
- Follow-up: Send a personal note after a sales conversation or purchase. A handwritten card can work wonders.
- Get ahead of questions: Share useful or relevant content before someone asks for it.
- Recognize loyalty: Reward your most loyal customers early and often.
The most remarkable experiences are exactly that: worthy of remark. Surprise and delight a customer, and they’re likely to tell someone else about it. Maybe they’ll even write a positive review or share their experience in a social media post. Word of mouth can go a long way for any brand.
Get Back to Basics with a Marketing Strategy Session
At Ohlmann Group, we’re always looking ahead to create the future. At the same time, we know that moving forward with clarity also requires revisiting the fundamentals.
If you’re ready to sharpen your strategy and get back to basics, we’re here to help.
As a full-service marketing agency, Ohlmann Group offers Strategic Alignment Sessions — dynamic, in-person workshops facilitated by our marketing and communications experts. We’ll guide your team through a series of hands-on, engaging exercises designed to uncover critical insights and connect your marketing strategy to big-picture business goals.
Most importantly, our strategy sessions are fun! We intentionally design moments of play into the process because we believe the best marketing work can be both meaningful and enjoyable.
Let’s Create the Future Together
Get in touch with our team to learn more and schedule a Strategic Alignment Session at our office or yours.
