Wondering if your marketing is successful enough? Now’s the time to complete a mid-year marketing review to ensure a successful year.
As we prepare to close out the second quarter, it’s time to consider how well your marketing is performing. Are you accomplishing what you set out to accomplish? Or do you have big goals remaining for the year which you’re far from reaching?
It’s a good time to reflect, adjust and refocus your marketing to achieve your annual goals. Here’s a look at what you should be doing to audit your marketing actions thus far and update to improve your strategy to achieve your goals.
Marketing is all about testing, analyzing data and adjusting to create the best connection possible with prospects and customers. While research might show that one message will work best, you might find it resonates differently on various channels.
But you won’t recognize the difference in how your message is resonating unless you take the time to do a full assessment.
A mid-year assessment is like what you present at an annual meeting to show your C-suite how well your marketing performed and plans for the new year. Only it’s a shorter segment of time and you’ll be planning for the next six months instead of the next year.
Your company might experience these great benefits from a mid-year marketing assessment.
A mid-year marketing assessment will look a great deal like your year-end assessments – just shorter. It allows you to review what you’ve accomplished and areas of opportunity to improve. Here’s a look at some of the areas you’ll measure as part of your assessment.
While those are the most important metrics because they indicate business success, you’ll also want to monitor several other metrics that could tell you something isn’t quite right with your marketing or that a minor shift has happened that could be holding back your marketing. These more granular metrics will help you respond to marketing changes, such as search engine algorithm updates or the removal of third-party links that lead to your website.
These more granular metrics are items you should be reporting on month-to-month. But if you aren’t yet monitoring and reporting on them, mid-year is a great time to start.
Every minor change in these metrics doesn’t necessarily indicate something is wrong. By tracking them, you’ll see clear indications of when you need to make adjustments or when there is a clear trend of downward progress.
Successful reviews require careful planning. You should follow these three simple steps to complete a successful review of your mid-year marketing accomplishments.
Go back to your annual marketing plan for the year and review what your goals for the year were. These should have been integrated with organizational goals.
Before you review whether your marketing accomplished what you set out to accomplish, review whether your organizational goals have changed in the past six months. That might warrant a change to your marketing goals.
You’ll also want to see if new market segments have formed since you wrote your marketing plan. That way, you can start connecting with these market segments throughout the next six months with minor adjustments.
Now it’s time to assess the areas discussed above. You need to dig deep into your analytics. This means taking a more serious look at monthly metrics and regular reports from your various marketing technology systems.
Then compare your results to your goals. Look for the largest areas of opportunity or the largest gaps between your goals and achievements. Those should become your focus areas for the next six months.
Along the way, make sure you’re reviewing what marketing strategies worked and which clearly did not resonate with your target audience. Now is the time to create your marketing plan for the remainder of the year.
You might be experiencing a shift in your target audience but you hadn’t noticed before now. This is a great opportunity to stop and ensure your audience targeting is accurate. Review to see if anything is impacting your audience, such as a change in product offering. Also, see if there are other ways you should be reaching your audience.
Review whether there are specific types of posts or content that your target audience is interacting with well. Make a plan for creating more posts like this. And check to see if there is a segment of your audience that is currently underserved with content and make adjustments.
Taking time to complete a deep, analytical look into your marketing programs can be challenging. Some marketers skip the assessment because they face one or more of the following barriers.
If you haven’t completed an annual or mid-year assessment, having support from an expert can help you get the most from the activity. Get marketing support all year long with New Light Digital, a digital marketing agency offering everything you need to succeed. Schedule your free consultation now.
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