Marketing

8 founders share how to spring clean your marketing strategy

- July 9, 2024 6 MIN READ

 

If you began the year strong with your marketing strategy but over time have lost some momentum, plans have evolved, or you simply need a creative boost, it might be time for a strategic spring clean. David Fastuca, Entrepreneur’s Organization Melbourne Communications Chair, sat down with eight startup founders to learn why reviewing your marketing approach can reinvigorate your efforts and align them with current trends and audience expectations.

8 marketing strategy tips from Aussie founders

1. Start by spring-cleaning the operational part of your marketing

It’s the perfect time to freshen up your tasks, your emails, your social and digital presence and all other aspects of marketing operations. Check the about in your social accounts, make sure they’re optimised for social search. Click all your links and make sure they take your audience to the most relevant information. Archive old and potentially confusing information on feed posts and highlights. File, archive or delete emails in your inbox until you’re at inbox zero. Close out that task you’ve delayed for 8 months. Now you’re ready to get to work.

Every part of your marketing strategy should be guided by a North star that defines your business’s reason for being. When you align your marketing activities with your brand purpose, it helps you make strategic decisions, which are often just as much about what you shouldn’t do as it is about what you should do.

Naomi Ross, Director of agency Distil and Entrepreneurs’ Organization Sydney Member


2. Review your current strategy looking at data, customer feedback and current trends

First things first and conducting an audit of your current strategy is crucial to identify what’s working and what’s not. Take stock of all current marketing activities and assess their performance. Incorporating feedback from customers and clients to understand their perception of your marketing efforts can also assist in highlighting gaps and areas for improvement.

Here are a few areas to consider:

  • Is your key messaging up to date and does your brand reflect current trends and customer sentiment? When doing this, remember consistency is key, and brand messaging must remain the same across all platforms and customer touch points.
  • How is your digital presence? Perform regular reviews of your SEO strategy, optimise your website content and regularly update your social media profiles with fresh content and accurate information.
  • Leverage your data for deeper insights and consider personalised campaigns for various target segments.
  • Evaluate emerging platforms and technologies. What can this look like for your business?

By considering the above elements, business owners can ensure their marketing strategies are up-to-date, effective and ready to take on the competitive market with a fresh approach. Working with a reputable PR and marketing agency can provide the expertise and additional resources needed to execute these changes seamlessly.

Annika Launay, Co-Founder and Director of PDPR and Entrepreneurs’ Organization Queensland Member


3. Rediscover your audience and benchmark against competitors

Rediscover your audience:
Spring cleaning your marketing strategy starts with a deep-dive into understanding your customers. Leveraging customer research and analytics enables you to gather fresh insights about your target audience’s evolving needs, preferences, and pain points. By leveraging both qualitative (think one-on-one conversations or focus groups) and quantitative research (such as online surveys), you can segment your audience more precisely, ensuring your marketing messages resonate with the right people. This renewed understanding helps in tailoring your campaigns to ensure they strike a chord with the people who matter.

Benchmark Against competitors:
Keeping up with, or better yet, staying ahead of competitors is crucial – nobody wants to be the business equivalent of a Blockbuster in a Netflix world. Market research allows you to benchmark your performance against industry standards and competitors. By analysing competitor strategies and market trends, you can identify areas where you can differentiate your brand and capitalise on emerging opportunities. This competitive analysis ensures your marketing strategy is not only up-to-date but also innovative and proactive.

John Bevitt, Managing Director of Honeycomb Strategy and Entrepreneurs’ Organization Melbourne Member

4. Get clear on the cultural backgrounds of your audience and reach them where they are, and consider offering content in various languages

Australia is a melting pot of cultures, with over 30 per cent of the population born overseas and more than 300 languages spoken. Conduct thorough research to identify the demographics and cultural backgrounds of your target audience. Use this information to tailor your marketing messages to speak directly to them. Ensure your marketing materials are culturally sensitive and avoid stereotypes.

According to the Common Sense Advisory, 72.4 per cent of consumers are more likely to buy a product with information in their own language. For businesses selling overseas, localisation is key. Adapt your online store, marketing materials, and customer service to the local language and cultural nuances of your target market. Great examples of this include Airbnb, which localises its website and customer support in over 60 languages.

Leveraging multicultural media is a powerful way to connect with diverse communities. Advertising in ethnic newspapers, radio, and TV channels can effectively reach audiences who consume media in their native languages.

Costa Vasili, Founder and Director of Ethnolink and Entrepreneurs’ Organization Melbourne member

5. Get clear on your archetype

Who do you need to be as a brand in order to own this niche? The way I help clients answer this is to align with an archetype*. An archetype is a neuormarketing strategy that all the big brands use. You should align with one too. An archetype is a pattern of behaviour that we all understand. Eg. If I say caregiver, you would write the same descriptors as me if we were to individually list them out. They would be there to take care of you when you need it, it is about your needs, they have empathy, infact you probably have a picture of mother teresa in your mind right now? Right?. It is this idea that I want to lay into your brand then marketing to build up that mental picture that you want these ideal customers and the others you will target to understand (unconsciously) when you connect with them.

To help you land on an archetype, I want you to think about the underlying emotional response you want your ideal customers to have when they think of your brand. Eg. Is it your mastery in the service or product you provide they will value the most, or is it how you give them a sense of security because you control the process? Maybe your product or service helps them feel like they belong to something bigger than themselves, or maybe you make them feel like your solutions are unique to their needs because you really understand their individual challenges. I have a simple test you can do here: https://brandonian.com/archetypes/

Belinda Vesey-Brown, Managing Director of Brio Group and Entrepreneurs’ Organization Queensland Member

6. Don’t be afraid of humour

Content is king, and your ability to create, distribute, and amplify it will set you apart. This mindset shift will help you to stay relevant and engage your audience consistently.

Don’t be afraid to lighten up! Humour can break down barriers and create a more memorable brand experience regardless of your audience. It doesn’t matter if you’re targeting teenagers, social workers or CIOs at top financial institutions. We’re all human and find the same things funny, but most businesses are scared to use humour because they think it makes them look unprofessional. Use that opportunity.

Make creating and showcasing social proof one of your top three priorities this year. Collect testimonials, reviews, and case studies—raw and authentic is best, with video trumping written content. Make social proof a part of your company culture and sprinkle it across all your assets.

Shahin Hoda, Founder and head of strategy of Xgrowth and Entrepreneurs’ Organization Melbourne Member

Watch Emily-Rose Hill talks TikTok Trends for business owners

7. Keep on top of social media trends

TikTok is your largest opportunity to go viral. Post for fun and see how you go. We’ve had several clients get over 5 million impressions, which is ultimately free exposure from your business. Tiktok’s algorithm is the best in the business at the moment, and they do an amazing job of placing your content in front of people who are interested in it.

Be up to date with social media trends. It can be challenging, but it’s highly important. What can be amazing one week will flop in a month or two, so make sure you’re being agile and making effort to stay up to date. This is particularly important for Instagram Reels and TikTok

Jonathan Valanidas, Digital Director or On Point Digital Solutions and Entrepreneurs’ Organization Melbourne Member

8. Refresh your Search Engine Optimization efforts in 3 steps

  1. Go to Google – type in the search bar site:[yourbusinessname.com.au] + 2023

Find all pages that reference 2023 and update these to 2024

  1. If you are an ecommerce business, make sure you have strong category pages with content and internal links [example: https://www.forevernew.com.au/womens-dresses], or if you are a service business, make sure that you have specific pages for different services you offer [example: https://studiohawk.com.au/seo-services/digital-pr/]. I have seen this one change make companies millions.
  2. Sometimes it’s good to get rid of pages, Go to Google Analytics, find pages with little to no organic traffic for the last 12+ months, analyse them and decide if they need to be redirected to another blog or re-optimised. Before deleting make sure these pages are not used for other marketing channels.

Harry Sanders, Founder of Studio Hawk and Entrepreneurs’ Organization Melbourne Member

So, why not give some (or all) of these tips a try? By staying agile and proactive, you can maintain a strong connection with your audience and achieve sustained success.


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