We can all relate to the old saying, "Times change." Of course, anyone who's ever heard of Einstein can tell you that time itself is a relative thing that runs faster or slower for us depending how fast we're moving through space, et cetera. But what really matters in the marketing world is how we change. Our businesses, our brands. and our audiences evolve and remodel themselves constantly in response to other changes, from economic pressures to new technologies. And as these changes come about, you have to adjust your marketing approach accordingly. Let's look at some of the reasons you may need to change how you market yourself and what forms those changes might take.
New Offerings
Did your business pivot in a different direction at some point in 2023, or is it poised to make that pivot now? Did you retire some products and services while introducing others? Did your industry undergo a major shift that compelled you to shift along with it? I know that many of us professional writers had to figure out our relationship with AI, for instance. In my case, I actually added an "AI-generated content repair" service because so many clients were sending me bland, generic, awkward content and asking if I could energize and personalize it for them -- and of course that meant creating a new page on my website to promote the new service. Make sure your current marketing content still relates to what you actually do before you wade any farther into 2024.
New Channels
I recently asked a guy I know in the home services field about any changes to his marketing strategy for the new year. He mentioned that his company was taking a break from terrestrial radio. After many years of running radio spots on the same station, they felt that they'd kind of hit a wall, so he's now shifting his company's strategies more toward digital marketing. He'll find no shortage of fresh fields there, and as long as he chooses online channels and pursues them diligently, I'm sure his business will get a welcome boost. What social media platforms and other media channels do you currently use -- and how are they working out for you? Maybe you need to review the ROI of each channel you maintain, with an eye toward switching channels as needed. Or maybe you need to fill those channels with different content more likely to attract each channel's key demographics. New topics or a new tone could mean new profits.
New Audiences
Your brand identity and messaging worked great on your established target audience for X number of years, so why does it seem so ineffective now? Like I said, times change -- and so do people's needs, roles, challenges, and expectations. Sure, you can keep marketing to the same folks as always -- but those folks are getting older. So you may need to alter your brand to appeal to that older demographic, or you may want to freshen your brand so it can appeal to a whole new generation of buyers. You've seen countless brands reinvent themselves over the years by adopting flashy new slogans, aiming their ads at a different crowd, or redesigning their facilities to bring them up to date with the latest trends. Maybe you need to start putting out new, different marketing content to capture a contemporary audience or seize new sales opportunities.
Successful organizations separate themselves from the also-rans by adopting new strategies and tactics i. an ever-changing world. As we move forward through this new year, ask yourself whether your marketing content still serves your image, your solutions, and your audience. A freelance marketing copywriter can help you re-craft your content to accommodate the changing times. Contact me today so you can get a head start on creating a brighter tomorrow for your business!
