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UploadsA new year is a great time to consider dropping some of the business practices you may be using that aren’t pulling their weight, and starting some that you’d be wise to implement as part of your marketing strategy.
🟢 Something to start: Track market share
Tracking market share is important because it allows you to understand where the market is and benchmark performance. It’s more valuable to monitor this than individual channels because you can more easily attribute success to your campaigns rather than it just being a result of market growth.
🛑 Something to stop: Letting AI be your copywriter
AI has a distinct writing style and tends to write using words and phrases that simply aren’t spoken in human conversations. It’s difficult to read and even harder to engage with. By all means, rewrite AI copy in your own words, but it’s not ready to replace your chief copywriter.
🟢 Something to start: Take the time to be strategy-led
Identify who you’re trying to reach and create buyer personas, conduct market research, set KPIs, and focus on the right marketing channels for your business. Identify your competitors. What are they doing that works? Where are they present? Where are they not present? What is your unique differentiator? All of a sudden everything you do has a purpose and is focused towards achieving your goals.
🛑 Something to stop: Posting on social media channels where you have no engagement
It’s time to move away from channels that don’t give back what you put in. It’s about more than knowing when to post and what to post to connect with your followers. The real key is understanding your audience and knowing where they are active in engaging with your brand. Be accessible and strategic with your content, which might mean trimming certain platforms from your social media planners.
🟢 Something to start: Having more face-to-face conversations
This is a winning way to find new customers and strengthen relationships with existing customers. In-person events increase engagement through more spontaneous questions and real-time responses – great for speaking to new business leads, team-building activities, workshops, and collaborative problem-solving.
🛑 Something to stop: Using unsegmented data for email marketing
The power of segmenting your email list comes from the ability to personalise communication to groups of customers with similar goals, interests and motivations. In turn, this drives higher engagement, fosters stronger customer relationships and ultimately boosts your overall marketing performance. Advanced segmentation and targeted marketing campaigns will soon become the norm, ensuring that every interaction feels unique and relevant. Don’t fall behind.
🟢 Something to start: Focusing on Customer Experience
No matter how digital marketing evolves, the customer experience will be at the heart of successful strategies. Delivering personalised experiences will be a key differentiator for brands. Listen to customer feedback, screen their behaviour, and utilise data to advise your marketing choices. By prioritising the customer encounter, you can build stronger connections and drive long-term loyalty.
🛑 Something to stop: Being boring
You won’t win new business by being boring. Be bold and think of campaigns that will disrupt the market. Your brand guidelines are a necessary document that should be adhered to 95% of the time. However, there should always be an element of flexibility for creativity. Your advertising should be brave enough to say we want you to love us or you can hate us, but we don’t want you to have never heard of us.
🟢 Something to start: Focusing on sustainability
Looking for ways that your business can become more sustainable can create unique selling points and give you the edge over competitors. Whether it’s making the operational side of your business a bit greener, or sourcing sustainable products, your business will benefit from an improved reputation for new customers and when attracting and retaining staff.
🛑 Something to stop: Using AI Chatbots
‘Thanks, chatbot, you’ve answered my question perfectly and I need no further help.’ Said no one, ever. 99% of the time you’ll end up creating a negative customer experience where they’re disappointed with the answer. These chatbots simply do more harm than good.
Need a guiding hand? We’re a strategy-led creative and digital agency with a passion for problem solving. We’re experts in finding the solutions that others can’t see. If you need help growing your business in 2025 then we’d love to have a chat to see how we can help.
