When it comes to your digital marketing strategy, there is often conflicting advice when it comes to when you should refresh and how often you should be checking in with your strategy. It’s a bit of a juggling act between knowing if you should let your strategy tick along and do its thing or if you aren’t getting the results because you need a refresh.
Luckily for you, we’ve compiled a list of things you should keep an eye on so that you can keep your finger on the pulse and always stay ahead of the competition with your strategy.
Is there a specific rule or timeline I should be following when it comes to refreshes?
We wish we could give you a blanket rule or timeline for refreshing your strategy, but like everything in digital marketing, it really is on a case-by-case basis. Generally speaking, you should consider a refresh at least once a year, but some sources say quarterly makes more sense.
It’s really up to your own discretion. Your strategy might be absolutely killing it, and you haven’t touched it in over 9 months, or you might be longing for better results and considering a refresh within just a few months.
Whilst there isn’t a specific timeline you should be working alongside, there are a few ways you can tell if it’s time for an update. These are some of the ways we know it’s time to consider a new approach:
- Your content just isn’t converting like it used to
If you went from regularly converting customers to suddenly getting very few, that might be a key indicator for needing a refresh. Regardless of the number of visitors you have landing on your site if you aren’t converting, your strategy might seriously miss the mark.
- You’re feeling stagnant
Maybe your figures aren’t declining at a rapid rate, but if they’re simply remaining stagnant, that could be a good indicator that it’s time to switch things up a bit. If you’re spending the same amount on your marketing but you don’t see the fruitful returns you’re used to, you might want to head back to the drawing board.
- You’re getting left behind
If you’re seeing your main competitors switch up their strategy with great success and you’re keeping everything the same as it always has been, this is your sign to change your thighs up. If your logo, website, social media content or any other facet of your strategy feels outdated or doesn’t align with your brand, it could be time for something new.
- Your target audience has shifted
Maybe you’ve been noticing a change in your target audience’s behaviour, or perhaps you’ve shifted your business, and you’re no longer targeting the right people. Whatever the case may be, your strategy must shift in order to stay aligned with your most current target audience.
- You’ve lost rankings
Maybe you were at the top of SERPs (search engine results pages) for a minute there, but if it’s been a while since you’ve seen a first-page ranking, you might want to make a few changes. Low rankings can mean a number of things, but oftentimes, it means that search engines may not see your website content as relevant or high-quality enough. Losing rankings in SERPs is a big indicator that something isn’t working anymore and that you might want to implement new copy or content.
- You’ve got new goals
Your digital marketing strategy should really reflect the goals you have for your business and if those goals change, it’s important your strategy changes with them. As your business objectives change, it’s crucial that you change your strategy to ensure that everything is aligned and working in harmony to help you hit your targets.
Ready to refresh your digital marketing strategy?
If you’re starting to think you might need a refresh, there are a few ways you can tackle the task to make it feel less daunting. Firstly, you want to really clearly set out your objectives and your goals with your new and improved strategy. This will help serve as a guide for the kinds of things to include. Once you know your goals, it’s time to work out how you go about achieving them!
This step might require you to call in the big guns and enlist the help of a digital marketing agency in London. Working with experts can help you really refine your strategy in line with the latest recommendations and industry updates.
Refreshing your strategy is about so much more than just sorting out what might not be working anymore. It’s about finding completely new opportunities to skyrocket your growth to completely new heights. Know the signs it’s time for a refresh, and then take the steps to make necessary changes, and you’ll be one step closer to meeting your marketing goals!