Reinvigorate Your Marketing in 2016

With a new year comes new opportunities to grow your business. As you look forward to the year ahead, it’s the perfect moment to reevaluate your marketing strategy and reinvigorate your marketing tactics.

Reevaluate … Is your marketing strategy aligned with your company’s vision? Are your goals clear and measurable? What are your marketing priorities? Are your resources being spent most efficiently? Can a simple shift lead your company closer to your vision?

Reinvigorate … Once you have a clearer picture of where your business is and where you want it to be, it’s time to reinvigorate your marketing tactics for the new year. How can you do that in 2016? Here are three tactics to improve your marketing and increase awareness of your products and services.


Reconsider Direct Mail Marketing

Much of the attention in recent years has been on digital marketing. However, traditional direct mail remains a viable and profitable channel for many companies. If you’ve written off direct mail, it’s time to reconsider its importance in your marketing mix.


Beyond these direct mail stats, a 2015 InfoTrend’s study found that over 40 percent of consumers have made a purchase in the last three months because of a piece of direct mail they received. Less channel clutter, higher response rates, outstanding ROI — don’t miss out on the marketing benefits of direct mail in the new year.

Put the “Social” Back into Social Media

Social media has changed drastically over the last decade. For better or worse, much of the change came as brands jumped into social. Social media started as a way to connect with friends, family, and those who shared common interests. Now, it’s just another channel where we’re inundated with marketing and advertising messages.

With all of the non-social clutter filling social media, the best way your company can stand out on social media is to put the social back into your activities.

  • Listen to the conversations your audience is having on social media and look for opportunities to participate — in an appropriate, non-salesy way.
  • Ask questions — the right questions — the answers to which could add value to your content strategy.
  • Offer something of value. It doesn’t have to be something of monetary value. What information does your audience find valuable?

And once you start down the “social” social media path, be consistent. Consistency breeds trust and trust can lead to improved sales effectiveness.

Engage New Audiences with Interactive Campaigns

3,000 messages per day — this is how bombarded your current and prospective customers are by messages from you, your competition, and other consumers.

Digital, social, and mobile technologies have forever changed how your business interacts with people. Customers don’t want to be talked at; they want to be engaged with to build valuable relationships. And this engagement should be targeted, personalized, multi-channel, and part of an ongoing conversation. Whew! That’s a lot!

One way we’re seeing customers use engagement marketing is through data-driven, multi-channel campaigns. These campaigns often begin with direct mail and email invitations. Recipients are enticed to visit a landing page and complete a survey with a valuable offer — a free college application or entry to win a GoPro, for example

It’s a win-win situation. Participants get something of value to them and you get something of high value to your organization — DATA!

Your business can build awareness and loyalty by engaging your target audience for just a few minutes. And you can take what you learn about your audience through such a campaign and use it to personalize the customer experience going forward.


So, how will you reinvigorate your marketing in 2016? With many marketing channels interacting in new and interesting ways, you can breathe exciting new life into your marketing activities and hit your 2016 business goals.


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