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Is it already time to re-evaluate your New Year's resolutions? Plus, the best resolutions for your marketing strategy.

Posted by Jessica Render
Jessica Render

Time to check in on those New Year’s Resolutions. How are yours holding up? If you’re like many, it’s likely you may have already fallen short, or even given up the goals you made in earnest in January. In fact, studies show 80% of New Year’s Resolutions fail by mid-February.

 

New Years is a time when many make personal proclamations. Maybe it’s that you’re going to eat better, go to the gym more, or call your mom every week (you should). The new year is symbolic of a fresh start, and not only in our personal lives. The turning of the calendar page also signals an opportunity for a clean slate in our professional lives and business operations.

 

An article originally published on Forbes estimates that only 8% of people actually achieve their resolutions each year. So, how do you improve your chances of being one of the elite 8%? According to Forbes, it’s all about keeping it simple, making it specific, and believing it’s something you can do.

 

If you’ve already fallen short of keeping your resolutions this year, fear not - you’re in good company. But, don’t wait until next year to set new goals. The only people who truly fail is those who give up after one set-back (or two, or twenty).

If you’re looking for some new goals to work toward here are a few New Month’s resolutions for you to make -- and keep -- for your business this year:

 

I resolve to …

 

Stop being reactive.

 

Stop being reactive in your marketing strategy, especially when it comes to your reputation. Bad press and negative online comments happen. Instead of stressing out and creating an in-the-moment defense when things come up, work this year to creative a proactive strategy to monitor your reputation and dedicate time, energy, and budget to making sure your customer service, and those on the front line talking to your customers online and in-person, is top-notch. By dedicating yourself to customer service, you’ll be creating a legion of ambassadors who will sing the praises of your brand online and off, and you’ll actually be able to market your reputation, instead of tending to it.

 

Start approaching content as a strategy

 

Do you often find yourself generating content at the last minute? Or because someone told you you should? Content marketing is a powerful tool, and one that can’t really be ignored anymore. Don’t put one of your most powerful tools off to the last minute. Instead, approach content as a strategy. The same way you would any other campaign. Similarly, if you have a great arsenal of content pieces (blog posts, case studies, videos), but no one outside of the your marketing team, or the content creators themselves, really know that it exists - it’s not making the impact it could. Arm your sales team with the tools they need to edge out the competition. Make sure they know what content is available, where to access it, and how to use it.

 

Stop using a one-size-fits-all approach

 

You can’t please all people all the time -- and, really, you don’t want to. If you haven’t already, take the time to develop research-backed buyer personas. Knowing who your target audience is will help you attract more qualified leads, and not waste time trying to appeal to everyone. Having well-defined personas will help you tailor your message and really nurture your audience in an impactful way.

 

Start listening to my customers

 

We already talked about the importance customer service plays in taking a proactive approach in your marketing efforts, the next step is to actually do something with the information they give you. Create feedback loops to make sure the feedback you get from your customers is actually being delivered to the right people and that something is being done to truly address it. Embrace customer-centric marketing. The detailed content about your product and service that your customers are creating on third-party review sites is invaluable in attracting and converting new customers. Studies show that 92% of consumers research a product online by looking at third-party reviews before making a purchase decision. Make sure you know what’s being said on these sites, not just through your company-owned channels.

Tags: Leadership