We’ve discussed the importance of conducting an annual marketing refresh. At SoVerve HQ, we recommend that you break down this process into three different areas. The first of these is to conduct a Marketing Strategies Reassessment. In this blog post, we dive deeper into what that includes and how you can conduct your own today. We even have a fantastic podcast episode for you to listen to while you’re creating your reassessment task list.
Since 2016, when we launched our agency, we have made it a point to be in continuous partnership with small business owners all across the U.S. and the world. Something that we have noticed is the lack of consistency in assessing the current state of a brand’s marketing. This can very well mean that the task is often seen as overwhelming.
Our goal is that through this breakdown, you are able to take small bite-sized steps to create a custom annual marketing refresh that will help to keep your business thriving through quarter four, time and time again. Below is our breakdown of what is included in step one of a Marketing Strategies Reassessment.
Reassessing Your Marketing Goals
We are going to start with reassessing your marketing goals. This part of the process is the single most important step to your overall marketing refresh. As with most things in business (and in life), we cannot know where we are going if we do not have a clear plan, clear goals and clear objectives for how we will get there.
Starting off the year, we sometimes make elaborate plans based on what we want and not what we need. Even if we make more reasonable plans, depending on how sustainable those plan may have been, a reassessment may be necessary. Here are three questions you need to consider when you are ready to reassess your marketing goals:
- Do your marketing goals align with your overall vision?
- Do your marketing goals align with your overall purpose?
- Are your marketing goals SMART goals?
Once you have answered these questions, you’ll want to ensure that you are able to successfully achieve these goals with proper budgeting. If the budgeting does not permit the goals you have set forth, then you need to reassess the goals or increase your income. Something always has to give.
Reassessing Your Marketing Budget
Is there anything fun about budgeting? Some people will say yes, but for the most part, budgeting is never fun. In marketing, budgeting can be an eye opener to many different things within your business. Often times, budgeting is a tall tale sign that your bottom line is healthy. It can also be a sign that there are issues arising with your cash flow, spending, or overall income strategy.
Either way, the objective is to ensure that your marketing budget aligns with you goals. You’ll want take some things with into account when you are creating a successful or in our case reassessing the marketing budget for the purposes of performing a marketing refresh. These things include:
- Design | A marketing design budget will be required for campaigns outside of your regular content.
- This will include graphics for social media, graphics for your newsletter, graphics for your website, and any printed collateral as well. Every day graphic design for social media is not the same as graphic design for a sales campaign.
- Paid Ads | If you are planning on running paid-ad campaigns, you’ll want your ad spend to be taken into account.
- Depending on who you choose to work with, you’ll maybe
- Talent | To get – as we say – all the things done, you’ll probably be hiring a team to do so.
- For example, one team member that you should always account for is a copywriter. Different than a content writer, a copywriter is responsible for writing sales copy with the intent of selling a service or a product.
Once your budget is fairly set, you’ll want to consider your talent, since a team will help you reach your goals more effortlessly.
Reassessing Your Marketing Talent
As discussed above your marketing talent will often change depending on what your quarterly and annual goals are. Most years, you will have a fairly set marketing team to help you with things like marketing strategy, brand awareness, community management, social media engagement, content writing, and graphic design. That team will be look different than a team you set in place during the holiday season, for example.
Will you be hiring from within and promoting existing team members? Will you be initiating a hiring campaign to onboard new talent? These are all things you want to take into consideration before you move into the two remaining areas of your marketing refresh. It’s not alway an easy feat and hiring a team can be a costly endeavor depending on what you are hiring for.
Here are a few positions to consider in order to build your ideal marketing team:
- CMO, Marketing Consultant(s) & Strategist(s)
- Social Media Marketer & Manager(s)
- Community Manager(s)
- Email Marketers (& SMS Marketing Specialist)
- Content Writers & Copywriters
- Facebook/Instagram Ads Specialist, Pinterest Ads Specialist
- Project Manager(s)
- Web Design, Web Maintenance & SEO Experts
Note that “coaching” is not included in this list, and that is because these functions are not performed by the CEO and small business owner, this is why it is important to hire experts who can work in their zone of genius.
You may be able to hire independent contractors to make the process easier, and you may also want to consider hiring a marketing agency. An agency will typically be either full-service, or specialized in an area (or areas) of marketing and make the creation of your dream marketing team an easy step to follow.
Wrapping Up Your Marketing Strategies Reassessment
Now that you have finalized your Marketing Strategies Reassessment, you’ll be able to move on to Step Two which is your Marketing Strategies Realignment. Be sure to check out that blog post article once you wrap up the rest of your reassessment and for more details on performing your annual marketing refresh, check out the podcast episode below.