Chuck Palaniuk wasn’t talking about marketing when he wrote, “Never be boring,” but the adage certainly applies! Digital media is evolving at an exponential rate, and even the best marketers can’t afford to rest on their laurels for too long before launching something fresh.
Below we offer up five signs that your marketing is ready for an upgrade.
1. Stock photos have taken over your campaigns, and you aren’t using them ironically.
Stock photos have their place, but that place is usually contained within a video showcasing ridiculous stock photography. Of course, not every image you use needs to be a fresh illustration or recently snapped photo, but it should be unique to your ad campaigns. Start with a stock image if you must, but manipulate it until you’ve made something new. And when you’re working on a big campaign, build it from the ground up with unique images and messaging to make a lasting impression on your clients.
2. Your text ads haven’t been updated since the Super Bowl.
It’s easy to set up Google Adwords and walk away, but don’t give in to the temptation. Look at your text ads frequently, and change them up. Test variations, and then test them again. Design new landing pages so that the people who click on your ads are rewarded with useful new content. Find out what works, and keep adjusting to make it even better. Keep it interesting!
3. You know more about outhouses than Outbrain, and Taboola reminds you of a ‘90s party game.
It’s one thing to develop great content, but marketing it is a whole new game. Going viral is a great goal, but you can’t go viral if your content is immediately lost in the shuffle. Services like Outbrain and Taboola are terrific content delivery systems that will put your videos, blog posts, and other creative content in front of your target audience. Your hard work will be visible on popular websites, where it can be viewed, shared, and adored.
4. The only time you look at data is when you’re watching Star Trek.
If you aren’t tracking the ROI for your marketing investments, it’s time for an upgrade! Google Analytics, heat mapping software, and other tools let you know whether your marketing dollars are being well spent or squandered. Know where your traffic is coming from, what they’re doing when they get there, and pinpoint when they’re clicking away. Marketing isn’t cheap, but good data can make sure you’re spending your money wisely!
5. The last time you read about penguins and pandas, you were at the zoo.
For those who might not know, Penguin and Panda are the nicknames for two recent types of Google algorithm updates. These updates rocked the world of search optimization, and some sites are still struggling to bounce back. Staying on top of search engine updates will ensure that your site is able to adjust to changes as they come, retaining the traffic you have and driving even more visitors to your website. SEO is a complicated process, so don’t be ashamed if you need to call in the experts for some help.
And a bonus tip: if you have to ask whether or not your marketing is stale, it’s time for an upgrade.
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