I’ve recently “moved houses” as our British friends say. In doing so, I’ve touched every piece of stuff that I own and have come to the conclusion that there is too much of it. The other realization that crystallized during this process is that some of the stuff should have been ditched long ago. Some items that I’d been keeping for sentimental reasons no longer have value, or function as they should, so they have been purged or donated to others who can use them.
It occurs to me that it’s the same with a company’s marketing, public relations and advertising. Every so often, we need to evaluate to determine if the things we’ve kept have any use, purpose or even if they are functioning for our firm.
5 Steps to Stay Current
So here are my recommendations:
- Annually review your advertising placements and determine which ones have actually served your firm. For example, are you still using the printed Yellow Pages? If so, determine how many new customers you received from this expense.
- Annually review your website for functionality. Digital technology changes so fast and so often that a website designed and coded 3 years ago may now be out of date functionally.
- Monthly (or weekly) review your website for updated content. Search engines regularly scan websites and index fresh content. As a matter of fact, they have a preference for fresh content. Blogging, project photos, recent honors and awards, client testimonials and reviews are all ways to add freshness to your site.
- Every 5 years review your branding. Your branding should be something that will be relevant for many years so while you may not need rebranding it may need freshening up. In the last few years, brands such as Wal-Mart and ATT have revised their identities and messaging to be more contemporary. Your firm should do the same.
- Annually review your financial allocations for marketing, public relations and promotions. If the competitive space in which your company performs is crowded, you may need to step up your game in order to stand out. You might do this by adding new activities, placements, or marketing personnel. You may not need to add anything to your budget; you may just need to shift your priorities. But, you won’t know until you evaluate.
Be proactive for better results
If you undertake these five items, you can be sure you won’t be in the position that I was when I moved and can be assured that your marketing communications will be more current.
photo credit: Flickr Creative Commons image from ARTS