When a company starts seeing its first successes in a marketing strategy, it feels exciting. Growth can be massive and exponential at the start, but over time, the massive numbers can start to taper off. The longer you hold onto any one marketing strategy or tactic, the less an audience might be engaged in your marketing.
When this happens, the first instinct of marketing professionals is to look at where the existing strategy can be improved. The better approach might be to shake things up a bit and change tactics completely. Switching up your marketing has the benefit of taking your audience by surprise while remaining interesting to your existing customers. The approach you bring to the switch-up of tactics can make it much easier to get those numbers growing again.
These eight thought leaders from Ad Age Collective have experience with switching up marketing strategies when things get stale. We asked them about the most game-changing plans they've encountered in careers. Here's what they had to tell us.
1. Diversify your presence.
Treat marketing activities with the same sound advice one gets from a financial adviser: diversify your investments. Marketing channels ebb and flow in popularity influenced by external factors. Establish a presence in digital, print, audio, video and real-time channels and watch your metrics daily so you can respond to spikes in preferences to be exactly where your audience is, and when. - Holly Fearing, Filene Research Institute
2. Test new messaging and creatives.
When we lose momentum, a game-changer for us is testing new messaging and creatives. Messages can get stale and creative trends change over time. Mixing up the creatives and messaging gives something new to excite existing audiences while potentially reaching new audiences. - Warren Jolly, adQuadrant
3. Explore testing into new audiences.
Explore testing into new audiences. Brands love to go after millennials, but women over 50 account for 27 percent of all consumer spending. Through customized creative and targeting via paid media channels, you can reach new, untapped customers to drive your business forward. - Kerry Curran, Catalyst
4. Look for tactics with a large audience.
Once you have plateaued in your marketing and have harvested all the "low-hanging fruit" per se, look for marketing tactics that have a very large audience. For example, consider offline channels, sponsorships or even influencers to boost your public persona and develop a larger identity for your brand. - Jessica Hawthorne-Castro, Hawthorne Advertising
5. Automate your processes.
Automating your processes can be a game changer for marketing, especially when you plateau. There are always areas to improve, and to save on time and money. If you have the appropriate software collecting relevant data and analyzing it, then it saves time for the web developers and can offer new opportunities to review data. - Duran Inci, Optimum7
6. Create a flywheel or compound effect.
Try to create a flywheel or compound effect with your marketing. Many marketing activities don't get more efficient with time, but those that do are game changers. Loyalty programs, user groups, search engine optimization (SEO), public relations and influencer marketing are all areas to consider but are not an exhaustive list of potential flywheel marketing initiatives. - Dan Beltramo, Onclusive (formerly AirPR)
7. Put yourself in your audiences’ shoes.
Put yourself in your audiences’ shoes and identify another area of their day-to-day lives you can be a part of. It may be simply marketing on a different channel or platform or looking to partner with like-minded brands that are important to your audience. If you have plateaued in one area, don’t abandon it. Keep that message going but identify that other point where the audience can find you. - Maggie O'Neill, Peppercomm
8. Go back to basics.
It may be counterintuitive, but I find that going back to basics can take you forward. Whenever I feel like my marketing efforts have become stale, it's because I have over-complicated things. So, I go back to fundamentals. What do people want? What are their pain points? And then I listen to them on social media and frame content that answers their needs. Simple changes are all that's needed. - Syed Balkhi, WPBeginner