Out with the old, but not always in with the new…
This time last year, we were all going mad over Marie Kondo.
In fact, I even wrote an article all about it over here.
The Netflix phenomenon who got us all hooked on the KonMari Method™, rolling our t-shirts instead of folding them and throwing out those stinky old trainers that no longer gave us joy.
Well the Kondo mania seems to have died down somewhat, but the old adage of a Spring clean still takes hold.
And as the days start to get longer and the mornings just a tad brighter, who doesn’t want to use this time of year to do some clearing out?
The benefits are well told. An opportunity to clean out the cupboards is an opportunity to clear out the mind.
In fact, it’s so powerful that you can physically feel a weight being lifted off your shoulders as you throw out the old to make way for the new.
It’s also a great opportunity to refocus – remember all those 2020 goals you set yourself on the 1st January?
Well if you haven’t abandoned them just yet, why not see how a spot of decluttering can help you on your path to achieving at least one of them, if not a few?
So what’s this all got to do with marketing you might ask?
Well whilst we’re always so focused on creating the ‘new’ in marketing – new content, new social media plans, new campaigns…
Have we forgotten about the value of clearing out the old?
You’d be surprised at what it can unearth and just how much business value it can return.
Here’s 3 simple ways to clear out your marketing and reap the rewards in the process.
1) Remind yourself WHY.
Setting our 2020 goals is the perfect opportunity to remind ourselves of WHY.
On a personal level, it’s things like:
- Why do we want to get fit?
- Why do we want to quit smoking?
- Why do we want to fly less?
There’s always something driving these resolutions.
And it’s the same for any professional goals you might be setting yourself too.
- Why do you want to go on that training course?
- Why do you want to attend more networking events?
- Why do you want to get more active on Twitter?
And do you know why it’s so important to get to the crux of what’s driving these goals?
Because 9 times out of 10, it will reignite your passion. Your passion for what you do each day, your passion for your career, and your passion for helping others.
Which leads me to a critical point in reminding yourself of WHY.
If you do one thing this year, then reconnect with your customer.
Remind yourself of who they are, why they are important, what problems you’re fixing for them.
In the process, you’ll not only build better relationships, but you’ll be inspired for so many other things on that resolutions list!
And once you’ve had those conversations – be they via webex or down the pub – then capture the important stuff from them.
That’s your customer’s frustrations, their rants, the things really irking them… and the language they use to describe it all.
Because not only will this help you improve your product or service, but it will help you refresh your messaging or inspire a new marketing campaign too!
(Don’t forget when capturing all of this stuff to use a Persona tool such as this one – it will help you keep it all in the one place for future reference!).
2) Do a Content Audit
Okay, maybe not quite as sexy and soulful as number 1) but this will give you just as much joy and even save you some of your marketing budget too!
For any book lovers out there, it’s a bit like a vast library (or even your Kindle back catalogue!).
Do you honestly know all the books in your library? Can you remember each and every one of their titles and authors?
Well it’s the same with your content – there are undoubtedly pieces of content lurking on your Sharepoint or Google Drive that hold the gems you might need for your 2020 marketing strategy.
Think about how you can dust them off, bring them up-to-date and then republish them across your many marketing channels.
And then go tell your CEO or line manager how much money you’ve just saved that you can use for other things!
It’s a good idea when doing a Content Audit to take note of everything you have and what purpose each thing serves. That way you can easily identify which things to bin, which to keep and which to refresh.
You can do this by using a Content Audit Template such as the one in the Resource Hub of immerj. Just log in now to download it.
3) FOCUS, FOCUS, FOCUS
So just as you’re dusting off your content, don’t forget that other savvy marketers out there are doing the same thing.
And that means heading down numerous rabbit holes as you start to read their content, learn about all the new things out there and brainstorm all the cool campaigns you can start creating.
Don’t let a few shiny objects deter you from your goals and objectives.
Focus will get you much greater returns than flitting around like a social butterfly.
Don’t believe me, just take a look at the Conversational Marketing brand Drift.
And notice I use the term ‘brand’ here rather than ‘company’.
Because companies come and go, but brands last!
But back to focus! 😉 Focus is what has put Drift where it is now – focus on their brand, focus on their customers, focus on great sales relationships, focus on key annual events…
And they maintain this focus year after year, growing a stronger and stronger brand in the process, and developing deeper and deeper customer relationships at the same time.
Now show me a CEO or startup founder that doesn’t aspire to this!
Nevertheless, it’s easy to get distracted in the world of marketing – by its very nature, it’s meant to be innovative and on top of the latest trends!
So using a tool that will help keep your focus and narrow your efforts to a few key activities that will guarantee you a return is critical. Why not check the Planning Tool in immerj for just that.
So on reflection, perhaps Marie Kondo had a point or two!
Clearing out the old, taking the opportunity to rediscover some hidden gems, and giving ourselves the chance to focus – even verbalizing these activities goes some way to making you feel better.
And don’t worry if you step off track, there’s plenty of Marie Kondo episodes to watch back on Netflix and YouTube for a dose of inspiration!