When businesses slow in growth, naturally an inquest is held to find out the reasons why. Because they operate on the front line, sales and business development professionals sometimes bear the brunt of any reprisals. It is they that are responsible for conversions and closest to the action zone when it comes to the bottom line. But how much are those sales teams being backed up by effective marketing?
Measurement means marketing can escape scrutiny
Because many forms of marketing are hard to measure – think public relations, advertising and event marketing – it is often hard to point the finger at the marketing department. But there are ways of determining whether marketing campaigns are hitting the right targets, and this can be done via a marketing review.
Time to take stock
Quite often, failed marketing campaigns show all the signs of inconsistency with a company’s objectives. If a firm has identified a particular demographic as its target audience, but has found a relatively large portion of business coming from a different group, there is every chance the marketing direction they have chosen is the wrong one, or is being executed poorly.
Making sure you have the right mix
Our marketing reviews, which you can read more about here, focus a lot of attention on pinpointing the right mix of activities when it comes to an integrated marketing strategy. In a marketing review, it is important to identify the source of the imbalance in the marketing mix, and realign it with a company’s current objectives.
Time to refine online
It amazes us how many companies throw investments into online marketing without giving careful consideration to exactly how the different elements of their strategy can marry together and benefit each other. According to research from Usabilla, 67% more leads will be generated by companies with active blogs in 2016, but do enough firms think exactly how a blog can benefit other parts of their businesses, aside from simply posting through social media channels?
A review is a great starting point on the road to effective marketing that can spark your business into life, so if you feel your marketing could be letting you down, don’t delay in giving your strategy a check up.