Facing intense competition and a flat economy, businesses face pressure to stretch every marketing dollar further while achieving results.
As 2017 has just begun, it’s the perfect time to review your marketing and communications to pinpoint which areas could benefit from greater strength, clarity and efficiency.
Use the following questions to assess how well your communications strategy functions under pressure:
Who is your primary customer? Do you have a detailed, written buyer persona to reflect the customer journey? If so, do you map it to map to specific communications, including content marketing?
How do your core values prioritize customers, employees, suppliers and strategic partners? Does your communications plan reflect this ranking?
What critical performance variables are you tracking?
What strategic boundaries have you set? How do you stay focused on the stakeholders and media that matter most?
How are you encouraging continuous improvement and innovation in your communications?
How committed are your employees to helping each other meet your marketing, communications and business goals?
What strategic uncertainties keep you awake at night?
Your answers will help you determine whether you allocate sufficient resources to exceed your primary customer’s needs while adapting to external pressures.
What small step can you take today to start making your communications strategy bulletproof?
Lisa Goller is a marketing and communications professional with over 15 years of experience serving B2B, technology and retail companies. She helps businesses tell their story through irresistible content marketing and strategic communications.