rebecca hoffman
Every new year brings with it a sense of newness and possibility. We end February here, but 2024 feels full of possibilities. For small business owners and professional service professionals, there are many ways to drill down and promote the messages that matter most.
Lately, people have been asking me what the most important areas to focus on are.
I think the answer is “it depends”. One thing is for sure: small business owners need to make a list of important marketing tasks to tackle right now. In doing so, this year will be full of opportunities for all businesses.
I have in mind a short list of important marketing tasks to consider right now. Some may feel more important than others, but all are worth careful consideration.
• Reconsider your content strategy. Think about the core message you want to convey to your audience. So where are you broadcasting these messages? How often are you publishing quality content? Think carefully about your content for the next few months, try publishing variations, and see what works best for you right now. See if it's effective.
• Make a plan to measure your efforts. Take the time to review your metrics. How are people finding your website? Who follows you on your social channels? How well is your message reaching a portion of your audience? If you send an email newsletter, look at click-throughs, open rates, and other data.
• Take the time to audit your print materials. I've worked with several clients to create print marketing materials, and that focus has paid off for each client. It takes time to consider what you want to offer to potential customers, but it's very important. Each printed item should feel like a gift to the recipient. If not, work is required.
• Make a list and research your competitors. It is very helpful to look at your competitors and be aware of what they are trying to do. Are they investing in an SEO strategy? Do they have compelling marketing materials? Are they publishing interesting content on their social channels? Take note and see where your business fits in the grand scheme of things Please think about it.
• Seek inspiration. Think about where you can get inspiration and dream big. Take what inspires you and think about how you can apply it to your daily work. We often get lost in the minutiae and stress of daily life. Find ways to improve your thinking and use that insight to build your brand, amplify your message, and gain share of voice.
• Don't be afraid to reshare successful content from the past. Republishing previously successful content with new commentary is a good way to get more people to read it.
Lastly, I would like to introduce this year's challenges. Try a new marketing strategy every month. If you try something new every month, by the end of the year you'll be able to evaluate 10 new approaches in addition to all the previous successful efforts.
Please do your best to make the most of this period while enjoying the refreshing feeling of the new year.
• Rebecca Hoffman is good eggs conceptis a strategic communications and brand marketing consulting practice serving clients in the Chicago area and nationwide.
