How To Keep Your Marketing Fresh And Effective

Marketing shouldn’t be something you set and forget - it needs attention, or it’s going to stop working, even if it’s great at the start. We don’t mean you have to constantly change things or start from scratch - we mean you need to make regular checks to ensure you’re still reaching the right people, saying the right things, and that it’s basically still working in the way it’s meant to because over time, even the best strategies can start to feel a bit tired. 

So, how do you keep things feeling current without burning yourself out or trying to keep up with every new trend? Keep reading to find out how to keep your marketing fresh and effective. 

In This Article:

6 Ways to Keep Your Marketing Efforts Up-to-Date

Try these strategies to move your marketing from stale to stand out.

Pay Attention to What’s Still Working

Sometimes in the push to try something new, it’s easy to overlook the things that are already doing a good job, so before you start changing things, take stock of what’s actually working well. Is there a particular message that really resonates? A type of content that gets good responses? A platform that your audience properly engages with? 

The fact is, you don’t usually have to replace everything to keep things fresh, and in fact, it’s usually better to build on what’s working. You can tweak that and test new angles, so you’re saying the same thing but in a different, and ideally better, way. 

Talk to Your Audience, Not at Them

If your marketing starts to feel flat, it might be because it’s stopped feeling like a conversation. People can tell when you’re just talking at them because it feels distant, impersonal, and generally uninteresting. And when attention spans are short, as they tend to be, that’s not going to do much good because no one’s going to listen to you for very long. That’s why it’s best to bring things back to basics - ask questions, share something helpful, and give people a reason to care about you, your products, and your business, and you’ll be on the right track. 

Remember, it doesn’t always have to be about selling - sometimes just being useful, entertaining, or relatable is going to be enough to keep someone coming back and, hopefully, telling others about your business as well. 

Stay Curious 

You don’t have to jump on every trend, but it does help to stay open to what’s going on around you - what are other people in your industry and sector doing that seems to be working well? Are there tools or platforms you could use that you haven’t tried out yet? 

You won’t have the time or energy (or budget) to go and try every new idea that comes along, and that’s fine because not every new idea is going to be what your business needs, but if you’re feeling stuck, stepping outside what you usually do and seeing what others are trying can be helpful and perhaps you’ll get some inspiration. 

Maybe that means trying out short-form videos, for example, or looking into how other industries are using tech - it could be the ideal time to learn more about drones and end up seeing a creative way to show off your product from a different angle (literally!). Maybe the ideas won’t work out in the end, but at least you tried, and if they do work, they might be exactly what your marketing needs to be fresh and effective once more. 

Don’t Make It Complicated

It’s easy to fall into the trap of thinking that a good campaign has to be a big and clever thing that’s very layered and nuanced. It’s true there’s definitely a place for that, and it might be that you can just use nice, simple ideas to get the message across, and that’s going to work just as well. 

Some simple ideas to consider include a well-worded email, a great photo that really shows what you’re all about, or perhaps a blog post that answers a question people are desperate to know the answer to but no one has written about yet. What we’re saying is that marketing doesn’t have to be sparkling and exciting; sometimes it just has to be a simple, clear message, and that’s enough to make people pause and get them interested in what you’re doing. 

Keep Your Own Voice

This might be one of the most overlooked parts of staying fresh, but if your content starts to sound like everyone else’s, it’ll just blend right on, and not in a good way. That doesn’t mean you can’t change or evolve, but it’s crucial you don’t lose the tone that people liked and actually connected with in the first place - that could be a bad move. 

A strong brand voice doesn’t have to be weird or unusual, and it doesn’t have to be loud - it has to sound real, and that’s the key to it all. The more authentic you are, the more likely it is that people are going to trust what you’re saying, and when they trust you, they’re going to be happy to buy from you, which is clearly the best outcome overall. 

Use Data Carefully

Analytics are really important in business because they help you understand what’s working and what’s not, but if you’re only creating content based on what’s performing well, there is a risk that you’re just reacting to things rather than planning good campaigns, and that’s not going to work for the long term.

It’s important to look at your numbers, but then you need to step back and ask yourself what kind of marketing you actually want to be doing. What kind of brand are you really building? Are you allowing yourself (and your team) to be creative? Do you want to be able to experiment more? Once you know what you want to do, you can use the numbers and data to help you do it, but otherwise, you’re just going to be doing the same thing over and over, and eventually that’s going to get stale and stop working altogether. 

Does your content need a refresh? We can help! Get in touch with the People First Content team to learn how we can revamp your content to boost your views and rankings.