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New Year, New You: Kickstart your business marketing for 2019
After a month of festive splurging, many people are often inclined to tighten their purse strings when it comes to parting with their cash in January, and that’s true for businesses too. But spending doesn’t stop altogether, so businesses just need to be a little more creative when kickstarting their New Year marketing strategies.
Out with the old, in with the new
The beginning of the year is highly emotive as businesses take stock of their finances and business strategies for the year ahead, making resolutions to improve and succeed through the ensuing months. To tap into this mindset, where incentive is still high among customers who are willing to try new things, New Year is one of THE best times to start a new marketing campaign. Available budget may be dwindling, but you can use simple, cost-effective methods that reach out to new and existing customers.
You will need to consider which marketing avenues and tools are most suited to both your business and target audience, as well as where you have had successes and failures in the past. Your brand needs to be clear, consistent and authentic, with key messaging focused on transparency, trust and a unique point of difference.
The first port of call will be to make sure your website and social media profiles are refreshed and up-to-date. You will most likely be extremely busy in the lead up to Christmas, so create and schedule your New Year’s online and offline content and collateral well in advance.
Targeting new customers or business prospects can only prove fruitful if relevant, up-to-date business information is available, and the new compliance rules set out in the General Data Protection Regulation (GDPR) have only made this more prevalent. Direct mail, newsletters and e-shots are all relatively quick methods to bolster campaigns with promotions and invitations, so database tools like Experian’s B2B Prospector can help with targeting, and can provide quality contact information.
Put great content at the centre of your strategies
When thinking about digital marketing, many consumer campaigns involve user generated content to engage with followers. Sharing engaging content such as a look back at the previous year or resolutions for the next, via social media posts and informal videos is a simple way of doing this. You could even turn the popular ‘12 days of Christmas’ campaign on its head by offering ‘31 days of New Year’, treats and ideas which will be a welcome surprise during the post-holiday blues.
Get up close and personal
Interacting in person is just as important as online. Hosting branded events, sales evenings or exclusive new season previews will give businesses the opportunity to communicate with their audience. Valuable data and honest feedback can be gleaned from customers so that you can change or adjust your marketing plans accordingly.
The New Year is a time for new beginnings and is a great opportunity for businesses to take stock of what worked well in the previous year and use those learnings to create successful marketing campaigns that place the customer at the centre.
Click here to see how Experian can help you kick-start your marketing strategies for a successful new year.