What does your 2013 marketing strategy look like?
Most marketing strategies will be firmly in place for next year, but for those who have left it too late, there are a few things that you need to consider.
- If you look back at 2012, you will realise how much things have changed.
- Facebook listed and fell flat on its face, but woke up with more than 1 billion registered users.
- Pinterest came to the forefront and became the fastest growing social media platform on the planet.
- Instagram bagged a billion bucks with only enough employees to count on your two hands.
- People like www.jeffbullas.com out of downtown Sydney became a global social media phenomenum just by writing blogs that are interesting and knowing the rules of engagement for content creation and exploitation.
- No-one in the world sees their website as a brochure anymore (although many still haven't done anything about it)
- Google is going from strength to strength
- Linkedin company pages are essential to any companies "winning" strategy
- Old-fashion marketing is having a revival of sorts with DM pieces still having impact ONLY when they are super duper creative
- The US is still feeling the pinch and Australia is seen as a sound performer with a strong Aussie dollar and an economy that hasn't yet fallen flat on its face
- A woman is the richest woman in Australia - thanks Gina Rinehardt for flying the flag
- Obama won a second term as President of the United States of America
- 12 months since Steve Jobs passed away and Apple is going remarkably strong with the launch of a new ipad mini
- Microsoft launches Windows 8
- The prophecy of a major disaster with 'the end of the world' is still growing in momentum
Marketing Strategies need to be aligned to a company's overall business plan. It underpins the overall sales plan and creates the forum for which sales can occur.
Businesses that have put on the hand brake because the year has been turbulent from an economic perspective, are being surpassed by their less successful competitors who have invested heavily in marketing and reaping the rewards of a strategic approach to doing the opposite of everyone else.
A clever marketing strategy in 2013 is being revised right now. The reason is simple - so many things have changed and to truly have a marketing plan that is effective, there may need to be some tweaks. Don't be afraid to do this, as one of the big benefits of being a small business is that you have the ability and scope to be flexible.
Take into account:
- Changes in search engine optimisation algorithms
- Pinterest and what role this social media platform plays in your overall marketing strategy
- The rise of Instagram
- Online influencers and how your business is reaching and engaging with them
- Traditional media versus new media
- e-Marketing and its role in driving leads
- Branding and positioning in a new world
- Collaboration with key partners and alliances
- Global expansion in light of economic uncertainty
- Fast growing markets with scalability like China, Turkey and India
- Outsourcing of key roles in marketing, finance, human resources etc
- People in your organisation and what role they play in building your business
- Investment in online marketing
- Your website - if it is dead, bury it. Build a new one that is "today" and not "yesterday.