Creating a marketing campaign is a lot of work. After months of research, A/B testing and seemingly endless promotion to get it up and running, it's reasonable to want to rest a little bit and reap the rewards of a campaign well executed. But don't get too comfortable. Marketing campaigns aren't just "set it and forget it"; they require continual maintenance to make sure you're always connecting with your base in meaningful ways and reaching as many new customers as possible. While you might not need a complete overhaul just yet, here's a spring cleaning checklist you can use to spruce up your campaigns as the last of the winter chill melts away.
Audit Your Social Media Audience
One of the most satisfying parts of a well-executed campaign is watching your company's social traffic grow. However, as your audience blossoms with the spring, it's important to take a hard look at who you're connecting with. For instance, your juice bar campaign may be targeting working women in their 30s, but is that who it's really reaching? Doing some light research on who is actually connecting with your brand could reveal some interesting statistics, and potentially some red flags, as well. Simply retargeting your campaign parameters can bring new consumers into the fold, which is a great way to spruce up your marketing for spring.
Get Back Into Content Marketing
While constant content publishing and management is certainly time-consuming, the fact is that if you aren't paying attention your content strategy (or worse, have let content "slide" in recent weeks or months), you could be missing out — big time. According to a list of statistics curated by Forbes, marketers who prioritize blogging are a whopping 13 times more likely to achieve a positive return on investment, and 45 percent of marketers say that blogging is their number-one most important content strategy. Though it can be tough to think about missed opportunities when content marketing falls by the wayside, the good news here is that it's never too late to start back up again. Making a commitment to produce more regular content is a great way to get back into the swing of things this spring.
Run a Few A/B Tests
A/B or split testing can help you improve everything from Web design to calls-to-action, and even social media posts. And while a marketer might run dozens and dozens of tests during the campaign creation process, that's not the only time they can be useful. If you find that your ad performance has been flagging in recent months, try switching up your strategy and running a few old ads against new ones. You might just find that the old ads are performing better!
Springtime is all about new life, and while it's sort of a stretch to apply the blooming of flowers and proliferation of butterflies to the world of marketing, it does provide a fabulous excuse for you to take a quick look at your marketing campaigns. And, hey, after you're done, you can go enjoy the spring weather worry-free!
