Marketing keeps reinventing itself. There’s a greater emphasis on the visual experience than ever before. There’s more online impulse buying going on. Podcasters are gaining more influence. To create a 2023 marketing plan in this fluid environment will take experience and expert focus.
Assess what’s been working for you until now
Good marketing is about creating awareness of your product, educating your audience and pulling people into your sales cycle. There is no one perfect way to do this. After 35 years of successful product marketing, we have learned to be nimble while remaining true to foundational marketing concepts and principles.
Some considerations for your 2023 marketing plan should include:
- Identify your strongest marketing tools. For example, if your website is performing well in terms of SEO and lead generation compared with your competition, keep doing what you’re doing. We do, however, recommend that your site gets an annual professional checkup to spot any issues before they impact your business.
- Increase your attention on tried-and-true marketing strategies. Earned publicity is the gold standard but it may not be on your competitions’ radar because it’s challenging to achieve. The rewards, however, are well worth the efforts! The audience sizes are large. It’s credible third-parties saying positive things about your product. And publicity can be repurposed across your other promotional channels to further extend its impact.
- Evaluate new opportunities. Use your budget on the new promotional opportunities that will reach people actively seeking and most likely to buy. Just because something is popular doesn’t necessarily mean it’s the right fit for your product. You’ll want to target those who will repurchase so you can build a strong customer base. When you add new strategies, such as graphics and videos, make sure they are specifically designed to appeal to your target audience.
Give your 2023 marketing plan time to work. On average, people need to receive your message at least seven times before it becomes memorable. A broad marketing campaign that uses multiple promotional channels increases the odds that your audience will encounter your message in several places. Adjust as necessary, but don’t give up. Abandoning tactics too early may give your competition time to swoop in and capitalize on all that audience education you’ve invested in doing.
Even the best marketing plan needs proper execution
You can hire a gifted graphic artist, a talented writer and an incredible publicist. But without the most important common denominator — a strong marketing perspective — your well-designed marketing plan may not achieve its full potential.
The benefit of working with a full-service marketing agency such as Media Relations Agency is we have the breadth of talent you need within our own certified professional marketing staff. We collaborate closely with one another to ensure our clients receive the best possible returns on every marketing initiative.
Create a 2023 marketing plan designed to help you reach your goals. Call us at 952-697-5269 or use this form to get started.