This blog post is brought to you by Heidi Robbe, Director of Client Engagement, at our sister company Kelmscott Communications.
Recently, our family tried something new. Instead of our usual daycare, we hired a babysitter. Enter Allison. Allison is in college. She drives a car. She has a tattoo. In short, Allison is cool. The kids loved her because she “got” them. She listened to their favorite musical artists and also introduced them to new music. They played fun (mom-approved) apps on Allison’s phone. She focused on the kids’ interests. Essentially, she was relevant. As a result, the kids trusted her to be their expert in music and all things cool.
The same can be said for businesses. Businesses must work hard to make sure that their messaging builds and maintains confidence in their brands. When we don’t pay attention to whether we are relevant, we risk losing that connection with our customers and clients. So what are you doing to ensure that your marketing remains relevant to your audience? Here are some important ways to make sure you stay in-the-know and connected:
- Attend industry events and conferences. Sit in the sessions (without checking your email). Ask questions. Talk to vendors. Network. Some events are free and some charge admission, but if you can learn something new, it is worth the investment of your energy and money.
- Use focus groups. A great way to learn if people are engaging with your marketing is to simply ask them. Use a market research firm, or even take an informal poll from your target audience. And don’t make the mistake of assuming that people like your marketing just because you haven’t heard otherwise. Ask for feedback and be open to comments.
- Tune in to webinars. On average, I receive invitations to at least a dozen webinars each week. Most are free. Make the time to join webinars because others in your industry are talking about what they do! You may want to purchase their products, or you may gain insights for your own business. For one hour of your time, the payoff could be huge.
- Earn new credentials. Continuing education is always important because it keeps you at the forefront. This could mean going to school for a(nother) degree, or it could be earning a certification through powerhouses such as Google, HubSpot, the American Marketing Association, or many others that offer them. Spend a little time to become better versed in a new area, and add some new skills.
Whatever route you choose, remember to continue to grow. Marketing is an exciting field because it is always moving and changing. Stay at the forefront and in-the-know of the most relevant trends and information out there. After all, there is always something new to learn.