Spring is Prime Time to Renew and Refresh Your Marketing Plans
Image: Rick Yager using Shutterstock images, Adobe Photoshop and Adobe Firefly
Revisit first-party data
Data is at the core of any effective marketing strategy. First-party data, gathered from direct customer interactions such as website visits, purchases, and email sign-ups, is invaluable. By analyzing customer behavior, preferences, and demographics, marketers can tailor content, product recommendations, and promotions to specific audience segments, ultimately increasing engagement and conversion rates.
Use this opportunity to organize and clean up recently collected data. Are there any new insights that may inspire marketing strategy or tactics? Can you clean up any email lists and segment them better? And if you discover that your data is lacking, this is a great time to identify and test new tracking strategies and tools.
Refresh the website
Your website is often the first impression potential customers have of your business. It’s an ever-evolving hub for your business—products and services being added or removed, new content, announcements, eCommerce platforms etc. With constant updates over the course of the last 12 months, it’s easy for links to break or certain pages to be overlooked.
Take some time to run a full audit of site content: Check for inaccurate copy, outdated stats, weak or missing CTAs, broken functionality, and branding inconsistencies. Confirm that your basic SEO strategies are current, and your site is optimized for mobile users. Running a website speed test is free and simple. Optimize images to improve load time, and use tools like Google Search Console to identify broken links and SEO issues. And don’t forget to ensure everything is ADA compliant!
Review branding and visual identity
Update outdated content
Once you’re satisfied that your branding and visual identity is in a good place, make sure that all your messaging and design across channels aligns with current standards and audience expectations. Are you highlighting the most relevant products, services, or solutions? Tailor your materials to focus on the key messages you want to share.
Most importantly, look for content gaps that need to be filled. Start by reviewing all your materials—brochures, email templates, and social media content. Identify what’s still relevant, what needs to be updated, and what should be removed. Adjust product descriptions to emphasize key differentiators. Remove outdated promotions or services no longer offered.
When brainstorming new content, analyze what competitors are doing for inspiration. Take stock of their recent campaigns and communications and see if there’s anything to be learned by your organization. This can reveal gaps in your own content or spark ideas for improving what you already have. Always make sure to deliberately document and communicate all updates and changes in direction to internal teams to maintain alignment.
Try something new
- Interactive infographics or engaging video content
- AI-powered chatbots and personalized email marketing
- Optimized content for specific platforms (e.g., TikTok for short-form videos, YouTube for long-form content)
- Tailored social media posts that maximize engagement based on platform algorithms
Lydon’s Leverage:
Refresh and optimize
Spring cleaning isn’t just about removing the old—it’s about refining what you have and making space for new, impactful strategies. Whether it’s spring or any season, we will help you refresh and optimize your marketing plans, ensuring they align with your organization’s goals and resonate with your audience to drive better outcomes.
- Strategic audits: Our team will conduct a thorough audit of your marketing plans, identifying strategic gaps and opportunities to refine your messaging and design, and developing a tactical roadmap.
- Tailored content creation: Whether you need new content to reflect your latest offerings or refreshed design to elevate your brand, our team specializes in creating materials that make an impact.
- Performance optimization and tracking: Across our slate of marketing platforms—from Sales Enablement and Agent Support to Product Go-To-Market, Thought Leadership, Live & Virtual Events and more—we plan to track engagement from the very beginning so that you can continually monitor and optimize your tactics. Our expert team and nimble approach enables you to make critical adjustments while campaigns are in flight, maximizing performance and budget ROI.
- Brand consistency: We make sure every piece of content and visual design stays on-brand, maintaining consistency and reinforcing your company’s identity across all touchpoints to build rock-solid trust with your customers over the long term.