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Get Your Brand in Shape

Marketing Resolutions for 2017

We live in the age of the KFC Double Down and deep-fried Oreos. Are you really still making that resolution to lose those last ten pounds? We’d like to kindly suggest focusing your efforts on a more promising endeavor – optimizing your business’s marketing efforts. Here are six tips that are guaranteed to give you a better ROI than a new gym membership.

#1 Be present in the (micro-)moment.

You know that moment when you’re in a trendy new restaurant and notice that the light fixtures over the bar would look great in your kitchen? Presuming you’re not on your fourth cocktail, you’re going to snap a pic with your phone and try to find out how you can buy one of your own. That’s a micro-moment, and the brand that can give the consumer the information they’re looking for at the exact second they’re looking for it, usually wins the sale.

Make this the year you optimize your mobile content to meet your customers’ needs and win more of those micro-moments.

#2 Be more active (on social media).

Social media is kind of like exercise – you need to find what works for you and your brand. But whether you’re a Facebooking yogi or a weightlifting Snapchatter, you have to do it! If you’re new to it, start small. Experiment with a few platforms and try sharing different content – what consumers respond to may surprise you.

And if you’re already well established on social media, now’s the time to take a harder look at what you’re sharing. How are you demonstrating your industry and product expertise? Are you giving consumers the resources they need during those crucial micro-moments? Don’t forget, social can be a powerful tool for your dealers as well – are you doing everything you can to help them leverage it?

#3 Make a good first impression.

Your website is often the first place consumers go to learn about your brand, and it’s also their most trusted source of information after recommendations from friends and family. Make it count. Take an audit of your website (or better yet, get someone like us to help) and ask yourself questions like these: If I were a consumer, what kind of information would I be looking for? Could I find it easily? Do I have to wade through a lot of marketing-speak to get to it? What other expertise would be helpful if I were shopping for this product? What do most consumers not know when shopping for this product?

#4 Give to others (like your dealers).

You may have escaped the ghost of Christmas past this year, but it’s never a bad idea to consider those with fewer resources than you. For instance, your dealers, who must go to battle with the big, bad chain stores and online DIY competitors every day. Arm them with what they need to conquer these tenacious foes and secure the consumer gold!

Start by having a conversation with your dealers. What do they really need? Advertising materials? Social media help? A better dealer locator tool? Mobile utility apps that give them on-the-job sales support? Use internal company platforms to get input, or send out a short, anonymous survey using free web-based software like SurveyMonkey. Then take action. Prioritize their requests and follow through on them. After all, you’re only as successful as your dealers.

#5 Pursue your passion.

New Year’s is a great time to revisit your mission statement and remember what it is that drives your brand. Does it still align with your employees’ priorities and passion? Does it still resonate with a changing marketplace? Does your current marketing strategy answer back to your brand identity? Take a moment to reflect and, if necessary, revise your mission statement and/or your marketing strategy. How do you know when you’ve got it right? When you read it, think about the year ahead, and feel like this:

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 #6 Laugh more.

The more you laugh, the happier you are. Happier people generate more ideas. Better ideas help make your company better, too. Which can lead to greater revenue. And then you’ll be laughing all the way to the bank. See? It all comes full circle.

Don’t believe me? Take a look at how these cat videos made my colleague a better marketer. You’re welcome. And Happy New Year!!! Enjoy that cronut.

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