Marketing Resolutions for the New Year
As I get ready to take a few days off around the holidays, I was thinking about 2014 and what I want to do differently to continually challenge myself. Plus, I am in the process of welcoming a new team member and saying goodbye to one who has become a terrific asset and friend. So I created a list of marketing resolutions to capitalize on what has changed and developed in 2013.
- Enhance and leverage the brand. We used a strategy agency to help us hone our plans for the next three to five years in terms of new markets and services. Not every company has the resources to do this and it was a first for Affinity Express as well. But that means we have an excellent opportunity to make sure we are completely integrated. We can reorient everything we do around our brand and the promise it carries. As Marketing Thingy suggests, marketers should go beyond advertising to every communication piece, the structure of our offices, the forms we use and programs we develop. The point is to use the brand like a lens to view everything we do. Even if you didn’t revisit your strategy like we did, you can still focus on integrating your brand.
- Produce great content. We have been deep into content marketing for a while now but I’d like to broaden to more formats and increase visual marketing this year. There is a good rationale as nearly 40% of U.S. companies use blogs for marketing purposes and companies that blog have 55% more website visitors. On top of that, 90% of companies market with custom content today. Content marketing is less expensive and more effective than traditional mass marketing and it is more appropriate for the digital era. If you are seen as an expert on relevant topics, you will build a larger following. The components of a content marketing plan are:
- High-quality blog with frequent posts