When businesses slow down, CFOs begin to get nervous. If they decide to tighten their belt, marketing budgets are usually the first to get cut. This is often a shortsighted and reactionary move. If marketing is the fuel for your sales team, the last thing you want to do is suck all of the oxygen out of the room.
Spring is a season of renewal and rejuvenation. So, shake off the rust, get out the broom and add some polish to your business. Here are a few things you should consider at least once a year to tidy up your marketing.
Ask yourself how your current challenges and objectives align with your long-term vision. Have you lost your way, or are you sticking to your Brand Promise? Is it still meaningful to your customers and prospects? Have you allowed yourself the room to evolve with their needs, or have you boxed yourself in?
Without answering these four questions with authority, your marketing won’t connect with your audience in a meaningful way that distinguishes you from your competitors and puts you in their corner.
If your brand cannot adapt to change, you could end up burning cycles recovering what you lost instead of spending your time building on what you have. As Ben Franklin once put it, “An ounce of prevention is worth a pound of cure.”