Mid-Year Marketing Assessment

How's Your Marketing Performing?

Summer is here, which means now is a great time to assess your marketing - from what's going well to addressing your biggest challenges. And as someone with over two decades of experience in marketing as well as many years working in operations, I'm going to get really honest with you.

Marketing won't fix everything. Wait, what!?! If your operations aren't running as they should be (i.e., there are customer experience issues), you've got to get that in order. I can market your business till we're both blue in the face, but if customers experience long wait times, negative interactions with staff, poor communication - whatever it is - doing more marketing isn't the answer.

Focus on fixing operational issues so that your customers' experiences are really positive. Because, as I mentioned in last month's newsletter, word of mouth is the most POWERFUL form of marketing. And if their experiences are terrible, you can bet that they're telling everyone.

Conduct a Marketing Needs Assessment

Take a look at all the things you're currently doing to market your business or nonprofit. How much have you spent so far this year? Where are you promoting your business? What's working well? What's not giving you the return you need? What are people responding to versus not engaging with? Are you trying to expand into a new geography, demographic? A mid-year assessment helps you plan the rest of your year and identify where there are gaps.

It's All About the People

Whether you are a B2B (Business-to-Business) or B2C (Business-to-Consumer) organization, I suggest you look at your business as a B2P - Business-to-People. We're all marketing our goods or services to people. Yes, a business may utilize your services, but who's actually using the service? The people!!

Let's say you sell accounting software to law offices. The end user isn't the law office. It's the accounting team, the controller, the CFO. They are people.

Make sure that however you're marketing, you're focusing on the PEOPLE. It's all about how your products/services make people's lives better or easier, rather than product/service-focused specifications. 

If you could use help in analyzing your current situation or need a fresh perspective on how to effectively market your business or nonprofit, book a free consultation call with us.

BOOK A CONSULTATION CALL