Staying relevant … It’s one of the biggest fears business owners have. And the high number of businesses that “pivoted” during the Covid pandemic certainly proved that in order to survive and thrive in business, you must stay relevant.
And that’s where a marketing strategy review will help.
A big part of relevance in business is your marketing. In fact, it’s actually called relevance marketing.
Your ideal client’s needs and wants are changing constantly, which means your marketing has to be on point to capture those people and showcase to them why they need you and why you are relevant.
In this blog, you’ll learn how to stay relevant in business with my marketing strategy review tips.
What does it mean to stay relevant?
It sounds simple enough; staying relevant refers to how relevant your business, products, services and offers are to people searching for what you’ve got.
And you do that through brand relevance, which is a “business’s ability to connect with people’s emotions through messaging and become personally relevant to them”. (Source: Branding Mag).
If you can do this successfully, your ideal clients will say “That’s me!” You’re speaking my language. You get me!” and they will feel connected to you. This can be done through your marketing, for example, a social post or story, blog, video or even a landing or web page.
What is relevance marketing?
According to Relevance, “beginning in 2020, this coming decade is on track to become ‘the era of relevance marketing’, where customers make buying decisions based on how relevant a brand is to their particular needs at that specific moment.”
Relevance marketing is simply the process of immediately communicating to your potential clients that your products and services are highly relevant to them and they should consider working with you.
Subheader: Marketing strategy review: Get started today
How relevant is the content you create, that’s the big question for business owners with a big vision. Relevance in marketing comes down to customer experience and whether they feel connected to you. Are you sharing the journey with them for where they are at right now?
As you execute a marketing strategy review, consider these four key areas:
1. Quality of your freebie
Is your lead magnet targeted at your main audience? For example, if you’re targeting established businesses, a freebie that’s talking straight to a new startup won’t be relevant to them, but growth hacks or a tools cheat sheet might be. The information you put out there with your free content must add value to your ideal clients’ current needs. If you can make your business, products or services relevant to them, you’re already in front.
2. Email marketing
- Segment your list – Building on from the first point, do you have your email marketing list segmented? For example, do you know who your warm and hot leads are? And do you know where your potential clients are in their journey with you?
- Cold: People who haven’t interacted with you for longer than 90 days.
- Warm: People on your list who have interacted with you in the last 60 days.
- Hot: People who have interacted with you in the last 30 days.
- Nurturing – Nurturing your email list is important to build trust and showcase your credibility. Add value to your newsletter content by way of tips, hacks and tools. Even a small take away they can implement into their business easily will build trust.
Enhance your SEO (search engine optimisation) so your website and blogs are indexed by search engines like Google and your ideal clients can find you in search.
4. Optimise your processes
From reaching out to your audience to how you engage and convert sales, it’s important to automate your processes to reduce manual handling. This is also part of your customers’ journey with you. Then use your data and analytics to strategise, instead of guessing.
How relevant are you?
Your ideal clients are making their buying decisions based on how relevant your brand and business are to them and their needs. In this competitive landscape, relevance as a marketing strategy will be a clear winner.
So how relevant is your business? Download this Self-rating Business Systems Checklist and rate yourself against each area of your business, including your marketing strategy.