It’s a lovely time of year with Christmas lights, festive decor, and an Elf on the Shelf or two. Amidst the holiday hustle and bustle, marketers are planning for the New Year and how to spend their time and budget.
According to Gartner’s 2017-2018 CMO Spend Survey, marketing budgets will recede despite a continued demand for results. Demonstrate that your programs deliver with these helpful tactics that generate engagement, convert leads, and create pipeline while using your hard-earned marketing dollars wisely.
Re-Engage Your Current Audience
Look for ways to get the most value out of your current database. Run a re-engagement campaign to awaken leads with new content and enticing offers.
Convert More Website Traffic
It’s time to show your website some love. Do a website throwdown and select high priority items to improve, and new ideas to test, to ensure your website is working hard for you.
Here are some things to try:
Review Your Digital Advertising Mix
Gartner’s report also shares that “two-thirds (67%) of CMOs plan to increase their spending in digital advertising,” and, “63% will decrease spend in offline advertising.” Don’t be afraid to experiment with owned, earned and paid campaigns. Rapidly experiment in early 2018, measure your results using visual dashboards such as those offered by Google Data Studio, and then invest heavily in the channels that show you a good return.
Consider investing in channels such as:
Above all, be thoughtful and data-driven as you make decisions on where to direct your hard-earned marketing dollars. Marketers (especially those with small teams and big goals) often fall into the trap of go, go, go! Get that email out, release an eBook, write a blog post, run those ads, and get those leads!
Instead of trying to do more in 2018, focus all marketing tactics like SEO, content, email marketing, and PPC, around a cohesive campaign that targets key personas along your customer journey. Look at all of the moving pieces and evaluate what works so you know where to spend more or less time and budget.
If you need a push in the right direction, reach out to us. We’re here to partner with companies, like yours, looking to build their plan for a prosperous New Year!