20 for ’20

20_for_20Okay, it’s a new year. Some say it’s a new decade (we’ll argue that later, since it’s technically the last year of the 2010’s, but we can all agree it’s the start of the 2020’s.) And while the “resolutions” ship has already sailed, we do want to get the year off to a strong start.

With that in mind, here are 20 ideas, both strategic and tactical, that you can use to kickstart your brand into the new year. Whether you’re a consumer brand, a consultancy, a business-to-business brand, or a non-profit, just giving these a good think should help you improve your marketing efficiency, clarify your plans, and get you in motion.

1. Give your SEO a refresh.
While we all know the value of SEO, a lot of brands tend to “set it and forget it.” And unfortunately, that can actually hurt your long-term chances for optimization. Search engines like to see activity on your site, and this is a great time to reevaluate your keyword plan, write some new (and rewrite some old) content, and add or update both internal and outbound links.

2. Get more interested in data.
Especially your website analytics. Find out who’s visiting, when they’re visiting, and from where they visit. It may give you some good new promotional ideas, or better yet, it may help you reconnect with some customers you haven’t heard from in a while.

3. Reconnect with prospects – even the ones that seem “cool.”
Got a form on your website? Use a call center?  Send something interesting to every person who called or filled out a form last year. They may just be waiting to hear from you again!

4. Get more social.
Sure, everyone says this every year. But for good reason. And it doesn’t have to be agonizing to create relevant posts or content strategies. Try advertising on social, too. The targeting parameters keep getting better, and Your. Prospects. Are. There. All. The. Time.

5. Advertise!
It’s time to stop sitting on the sidelines, or waiting for some magic “perfect moment” to come around for when you’re going to run that “magical” campaign. The truth is, prospects tend to remember the brands who tend to advertise. Start by evaluating your core positioning, and then articulating it simply in a series of adverts.

6. Serve your community in some way.
We all live somewhere, even those of us who are remote service providers. Is there a way you can serve your local community this week, or this month? Perhaps a way you can devote a little of what you do this entire year to a worthy cause? It doesn’t have to be monetary donations. Volunteer your time, or your talents, or organize a board who can tackle an issue. It’s what all the cool kids are doing now.

7. Try a strategic partnership.
Of course, this depends on your brand and what it does. But think about partnering with another (non-competitive) brand. How can your COMBINED offering serve your consumers in a way that you can’t now? And look for a partner who can benefit from what your brand does, too. Hint: think across categories for the really cool partnership opportunities.

8. Do a customer survey.
Do you know what your current customers/consumers think of your brand right now? Ever wonder what they would ask for if they could just get in front of the CEO? Just ask them. It may help you recognize some holes in your offering, and it may help your consumers form a stronger opinion of your brand, too.

9. Refresh your packaging.
Even if you’re not a “packaged good,” your brand is packaged in some way. What you call it, how you dress it, and how it gets delivered – all of these are “saying” something about your brand to the world. And if you haven’t done a refresh in at least five years, definitely give this some thought. It doesn’t have to be anything dramatic, like a full identity refresh, but maybe something simple that speaks to the times, like a typography refresh, or the addition of an icon. Maybe add some color.

10. Add or develop a new product or service, and then market it.
You already know a lot about marketing. But sometimes, things just are the way they are with your current brand, for various reasons. Why not launch something new? Even if it’s a spinoff, or a subsidiary, or a new variety, or a specialization of what you already do. Think about it as a brand, position it carefully, give it a great name, package the snot out of it, and then promote it. You get the added bonus of measuring your success from a zero baseline. It might even get you excited enough to try new products beyond that.

11. Hire a professional to review your marketing.
This is a tough one for a lot of companies. It’s like going to the dentist when everything is fine with your teeth. But if things aren’t going great, and they’re not going terribly, it may mean you’re just standing still. And eventually, that’s going to turn sour. It could be any kind of professional – a branding expert, a media pro, a designer. Just have someone tell you what they see from an objective point of view. Bonus: you don’t have to act on their advice if you don’t approve.

12. Hire an intern.
Even if you don’t need one. There’s a student out there who is desperate for some real-world experience, and they might just get it at your place of business. You get the added bonus of helping/mentoring someone, if that’s your thing. And if it’s not, you may be challenged just to explain your business, and how and why you do things, to someone who has never heard of you. (Hint: that can be very good for your brand in the long run, too.)

13. Expand your geography into a new/specific area.
If you’ve been saying to yourself, “boy we could kill in Topeka,” well, maybe it’s time to take a first step. Explore the competitive set, and see if your brand/service/organization could thrive in a new area, or with a new location. Besides, rents are great in Topeka.

14. Create some new (and valuable) content.
You can always use new, up-to-date content. Even if it’s something simple, like your instruction manual, or your how-to video. Technology is always changing, and techniques are always evolving. If your video is outdated, think about re-shooting for a 2020 look and feel. Take that intern you hired, and have him or her try to put together a valuable infographic that represents your business in some way. Then use your new content to help in your SEO refresh strategy. (Item #1 in this list.)

15. Do something face-to-face.
Put on an event. Run a seminar. Not sure how to serve your community (item #6 in this list?) Organize a charity golf outing, or a run, or a motorcycle ride to raise money for those in need. Find a way to contextualize your brand in a personalized way. Invite everyone – even your competitors.

16. Review your policies.
If you’ve got any kind of policy (payment structures, privacy statements, rules, etc.,) give it a refresh. These are the kinds of things that often get overlooked, because we think no one pays attention to them. But remember – everything about your brand is contributing to what people think of you. Every. Thing. Also, this is a great job for an intern!

17. Get rid of something that’s holding you back.
Maybe it’s that outdated policy. Or an old piece of equipment that you keep delaying to update. Maybe it’s your office space. Heck, maybe it’s your partner(s.) But it’s a new year, and you’re determined to take control of your marketing. So find the thing that keeps “getting in the way,” of your success, and get rid of it. Even if it means doing things in a new way, or changing some core componentry of your business. It might be “the thing” that pushes you forward this year.

18. Add a dash of technology to your business.
What could you automate, or integrate, in some way, to streamline your operations? Do you have an app? Could you increase productivity by moving software to the cloud? Could you use software to predict future needs or expenses to help you account more efficiently? Even if it’s as simple using software to schedule your social posts, adding technology into your day-to-day goings on can help your brand move forward.

19. Decentralize.
If you’ve ever said to yourself, “boy we could sure use more talent in this office,” you might be a candidate for decentralizing. While we all love the idea of personal interaction, the truth is that you can find amazing talent just about anywhere. Why wait for the perfect bookkeeper to move into your ZIP code, when he or she might be looking for work in Topeka? And since you’ve already decided to add technology to your business in some way, setting up your business to enable remote workers is a great way to start.

20. Review (or actually create) your marketing budget.
We love to talk about marketing, but we often hit the brakes right at the starting line, because “that’ll cost too much.”  Too many brands fail to budget for marketing in their strategic planning, and so every marketing opportunity seems like an “expense.” It’s not an expense.  It’s part of doing business.  Decide now that you’ll invest (a minimum of) 5% of your gross revenues to marketing.  You’ll be amazed at what you can buy with that.

Here’s wishing you a great, well-positioned, clearly articulated, successful year in 2020!

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