The new year is an opportunity to take a fresh look at your marketing goals and activities. So, I asked several members of the MadAveGroup team this question:
"What should more companies do with their marketing in 2023 and beyond?"
Consider their advice.
Joe Hochgreve / Senior Web Developer
Adding a Live Chat feature to your website can provide many benefits. It creates conversion opportunities on every page of your site, increasing conversion rates by an average of 150%. Contrary to popular belief, you don’t need a live person standing by 24/7 to address incoming questions. And leads generated by live chat close at a much higher rate than those from online forms.
Gwen Hagen / Marketing Manager
A lot of companies underutilize their first-party data, especially as they grow. Look at what you’re doing with your customer and prospect phone numbers and email addresses. Are you using that data to its fullest potential? Or have you been applying the same predictable marketing tactics to reach those people for too long? If you have data, there may be a more creative and effective way to leverage it.
My favorite example: using first-party mailing addresses to match with your customers' home IP addresses. Marketing to street addresses limits you to printed pieces, like postcards and brochures. But marketing via IP addresses opens a world of possibilities for digital marketing, such as serving display, video and OTT ads through a variety of platforms.
Michael Seay / Director
If you’ve been recruiting without much luck, re-evaluate your digital spending. If you're using LinkedIn, Indeed or other dedicated job platforms, shift money to more mainstream platforms with higher traffic, like Google or Facebook. Unemployment is low and the need for skilled labor has never been higher. So, job seekers on traditional job websites aren’t likely to be the cream of the crop. Your ideal candidates may not even be looking for a new job. That’s why you may need to interrupt and entice them while they’re on other sites.
Jessica Speweike / Content Developer
Since I’ve been monitoring our clients’ social media accounts, I’ve noticed that many companies put time, money and energy into platforms that don’t produce returns.
It’s a misconception that using every social media platform will increase your exposure and reach. If your Twitter account isn’t generating engagement now, doubling your number of tweets each month won’t attract more attention.
Take an honest look at your content to improve it, or you can focus on the social channels that are working better for you. Even though there’s no cost for the media, running successful social media programs is not free.
Jon Marker / Business Development
Before creating your marketing plan, it’s important to assess your high-priority pain points. Determine how much those pains are costing your company - in actual dollars and in other ways - and then craft your marketing plan and budget. Many businesses ignore the total cost of their pain points, even if that pain is “only” the toll it takes on their employees or the turbulence it generates in the workplace. Having a plan to offset those costs and eliminate that pain can be an absolute game-changer.
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