March is in full effect, and soon it will be time for spring cleaning. For most of us, this means cleaning out the garage or reorganizing the basement and closets.
We take this time to examine the clutter in our homes and re-evaluate its value. If you don’t use or need something, it may be time to donate it, throw it away or sell it. When all is said and done, your home is refreshed, and you have more space to store new belongings.
This spring is a good time to do the same with your marketing strategy. I know most business owners are extremely busy, but using the tips below to renew focus on your marketing strategy could result in positive changes for years to come.
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Audit your marketing strategy
Sometimes you have to take all of the clutter out of one room to get a better understanding of everything you have. The same goes for your marketing strategy. Take some time to break down all of your marketing efforts and the budget those efforts demand. Organize them into one spreadsheet so it is easy to see each of your marketing projects at a glance.
Most importantly, you want to reflect on your marketing goals. What are your overall marketing objectives?
Do you want to increase sales? Improve market share? These are the most important questions to keep in mind in the following steps.
Evaluate what works, throw out what doesn’t
Once you have all of your marketing efforts organized, it is time to compare those tactics to your overarching marketing plan. Do all of the projects where you are currently spending valuable time and resources address your business needs? If the strategy in no way helps you achieve your objectives, perhaps it is time to throw it out along with the box of junk in your garage.
Repair what needs work
Now it is time to optimize your remaining efforts. For instance, do you feel your SEO projects are too expensive and not getting enough return? Take the time to re-evaluate your keywords using Google Analytics and also your research tools such as Moz. Consider getting more clicks on your website using heat map tools like Crazy Egg.
The bottom line here is, while you should keep most of your marketing efforts going forward, this would be a great time to examine all of those strategies and make them work stronger, and in some cases with less time and financial cost.
Open yourself to the possibility of new opportunities
Finally, once you have streamlined and optimized your marketing strategy, you may have budget or time left over to commit to new business projects. Maybe it is finally time for you and your company to embrace an inbound marketing strategy by blogging or expand your social media campaigns. Marketing is constantly evolving, and you should never be complacent with your efforts in the past.
Just as you would with all of the items that are cluttering your garage, take the time to examine your marketing this spring. Unpack all of the boxes, and you may find needless clutter, broken items in need of repair or maybe even forgotten treasures. Once you’re done, you’ll find your marketing strategy, much like your home, will be clean and refreshed for spring.
John Jantsch is a marketing consultant, speaker and best-selling author Duct Tape Marketing, The Commitment Engine and The Referral Engine. His blog was chosen as a Forbes favorite for marketing and small business and his podcast, a top ten marketing show on iTunes was called a “must listen” by Fast Company magazine.