Just like closets and cupboards, marketing strategies and assets can accumulate clutter over the course of the year - It's time for some spring cleaning.
My friends over at PR Web shared with me three great tips on how to make sure your marketing is current, polished, and efficient:
1. Clean up your lists
Bounced back and duplicate emails are ineffective and can damage your goodwill with customers, journalists and other stakeholders. Go through your lists to verify that names, email addresses and other information are still current. Delete inactive addresses as well as duplicate or incomplete entries.
This is especially important for your media list. Journalism is a fast-changing world and writers move to different outlets and cover different topics. Ensuring that you're contacting the right people with your news is critical when it comes to generating publicity for your business.
2. Revisit your social strategy
Take stock of how you are using your social media channels and content. If you're neglecting certain channels or networks, consider deactivating them until you have the time and/or resources to maintain them regularly. Focus on cultivating the channels that serve your business best.
Check that your content still aligns with your overall marketing goals.
• Has your strategic message changed at all?
• Have your social media goals changed?
• Do your analytics show any weak areas that need improvement?
Answer these questions to evaluate whether you need to update your social strategy.
3. Update your boilerplate and website
It's easy to forget about your company boilerplate. Take stock of your accomplishments and milestones from the last year and update your boilerplate accordingly.
The same goes for your company website. Have you hired new team members? Secured killer press coverage? Launched a new product or service? Now is the time to update your website to reflect your recent growth.
Don't let out-of-date information and content weigh down your marketing. Spring-cleaning your strategy is crucial to long-term success.