How to Shape Up Your Marketing Campaign

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Like going to the gym and doing laundry, spring cleaning your marketing program is a necessary activity that you know will make you feel better once it’s finally done. But how do you spring clean your marketing program? Essentially, it’s about assessing what works, identifying where to make adjustments and shedding the actions that don’t engage your customers and grow your business.

The three-step spring cleaning process involves:

• Analyzing your email and social media marketing results.

• Expanding your audience.

• Face-to-face engagement.

Analyzing Results to Date

Start by assessing the effectiveness of your email and social media marketing campaigns. Specifically, you’ll want to know the answers to the following questions with regard to your email marketing:

• Is your subscriber list growing or shrinking?
• Are your customers reading and sharing your content?
• Do you have inactive email addresses to update or delete?

When it comes to social media, take a closer look at:

• Your online profiles and update them accordingly.
• How often you’re initiating conversations and engaging fans and followers and whether you need to increase your activity.
• The recent online conversations about your business, industry and areas of expertise. This will give you insight into the views of your target audience and provide inspiration for content.

Expanding Your Audience

After analyzing the results, apply what you’ve learned to expand your audience using the following tactics:

• Tracking the most active, relevant online conversations to identify new social media contacts to follow and engage.
• Develop content that aligns with the most often read and shared articles.
• Run a daily deal that encourages existing customers to introduce your business to their friends.

Face-to-Face Engagement

If you’ve been spending too much time in the office and/or behind the computer screen, it’s time to change up your routine and explore face-to-face networking opportunities. Here are three ideas to consider.

• Check out the Chicagoland Chamber of Commerce’s calendar of events to meet and greet other entrepreneurs and grow your contacts.
• Brush up on your email and social media marketing skills by participating in free, local workshops.
• Host an event to reconnect with customers and show your appreciation while also growing your business.

Taking these actions now will save you time and money when it comes to building greater awareness for your business and growing your customer base. 

Steve Robinson is Constant Contact’s small business expert in Illinois and Wisconsin. A knowledgeable marketing expert with 30 years of experience, Steve has helped thousands of small businesses, associations, and nonprofits develop and implement effective email marketing, social media and online survey strategies. A popular speaker and educator, Steve gives small businesses and nonprofits the tools, techniques, and strategies they need to grow and expand their business and to maximize the power of relationship marketing. Steve’s experience in small business ownership, business development, sales, and fundraising help associations, small businesses and nonprofits achieve success.

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