Marketing strategies should never stay the same for too long.
Developing a marketing strategy isn’t like developing a brand name—you can’t just pick one and be done with it. Marketing requires a kind of ongoing evolution, forcing you to adapt your strategy as trends change, technologies emerge, and customer attitudes begin to shape into something different. If you stay in one place too long, your strategy is likely to lose ground (and eventually lose you money).
But how can you know if it’s time to change your strategy up?
There are a few simple ways to tell.
You Haven’t Changed Anything Lately
This is a rule of thumb, so don’t take it too literally. Take a look at your current marketing strategy. Is it a carbon copy of the one you used 10 years ago? If so, it needs to change. Even if it still works for you, somehow, I guarantee you it can be made even better.
Your ROI Is Negligible
Take a measure of your return on investment (ROI), as accurate as you can get it. How much money are you spending on your marketing campaign, and how much are you bringing in? If your ROI is small, or negligible, you need to change something to preserve your growth rate.
Your Competition Has Moved On
Look at the marketing strategies your competition is using. This isn’t a hint to copy them—but if they’ve moved on from marketing strategies you’re still practicing, it’s a sign you should find a new avenue for development.
Your Engagement Levels Have Dropped
How are people responding to your brand? Are they sharing your content? Are they leaving comments on your social media ads? Are they navigating throughout your site? If your engagement levels have dropped, it means they’re losing interest—and you have to work to restore it.
If you notice your marketing strategy just isn’t up to par, don’t be afraid to change it. Change is a good thing in the marketing realm; if it improves your results, you stand to benefit, and if it doesn’t, you can always go back. Keep experimenting until you find something new that works better than your previous efforts.
