Now is the perfect time to review your marketing strategy

We’re officially at the outset of a brand new year – which means plenty of new opportunities and challenges. So right now, that leaves the most pertinent question: is your business ready? A well-thought-out marketing strategy can make all the difference between keeping the edge over your competitors, so this is the ideal moment to pause, reflect, and ask: is your current approach doing everything it can to help you achieve your goals? Examining your objectives, reviewing past performance, evaluating your available assets, and planning for the future can create a roadmap for success.

With more than 40 years of experience behind us here at Scanlite, we’ve got a long history of providing LED digital displays to our customers – which can be brilliant marketing assets when they’re effectively deployed as a wider strategy. So if you’re still mulling over how best to formulate yours, here are a couple of our top suggestions!

Set goals for your marketing strategy

Without clear goals for your marketing strategy, it’s impossible to determine whether your efforts are paying off, so the very first step should be to establish clarity about what you want to achieve. Do you want to attract new customers, strengthen your brand’s visibility, or focus on customer retention? Perhaps your priority is increasing sales or expanding into new markets.

Setting these objectives now helps define your priorities and allocate resources effectively. For example, if your goal is boosting foot traffic to a retail location, outdoor LED screens could go a long way towards help you achieve that. On the other hand, brands looking to strengthen online engagement might focus on social media and content marketing strategies.

Review how you performed last year

Before making plans for the year ahead, it’s always a good idea to take an unflinching look at how your marketing strategy performed last year. Did you meet your objectives? What campaigns were the most successful, and which ones fell short of expectations?

Ideally, this process should be as data-driven as possible. For example, if you’re able to, try and examine metrics like website traffic, conversion rates, engagement levels, and sales figures. Identify patterns and trends to understand what resonated with your audience and where your messaging or execution might have missed the mark.

It’s equally important to consider external factors. Were there industry shifts, economic challenges, or technological changes that impacted your results? It’s no secret that there have been plenty of economic shocks in the past few years, from the pandemic to the war in Ukraine to the cost of living – so make sure to factor major events like that into account!

Assess your available assets and tools

With your goals defined and a clear understanding of past performance, it’s time to take stock of the resources you have at your disposal. This includes everything from your team’s skills to your marketing channels and physical assets.

LED displays for example are a highly versatile and hugely powerful asset, so it’s definitely worth taking the time to ensure that you’re using yours effectively. What else could you be doing with their content? Their position? Their audience targeting? Are there any even more creative ways you could be using them? (If you need any extra inspiration along those lines, don’t worry – we’ve got you covered here at Scanlite.)

Along the same lines, take a moment to review your content library, branding materials, and analytics tools to ensure they align with your current needs. If there are gaps in your resources, this is the time to identify and close them.

Align tools with this year’s goals

With your objectives and resources in mind, the logical next step is to start planning how to put everything to work in the most effective way.

If your aim is to increase visibility, you’ll want to focus more on tools that allow you to create engaging, memorable campaigns across multiple channels. Your online presence and social media channels are excellent for this kind of thing – and again, you can use the content on your LED screens as well, to keep everything nicely harmonised. If you’re prioritising customer retention on the other hand, you might want to consider solutions like CRM platforms to personalise communications and deepen relationships with your audience.

It’s also important to pinpoint areas where you might need to expand or refine your approach. This could mean upgrading equipment, upskilling your team, or introducing new technologies that help you better meet your goals. Ultimately, it’s all about taking a holistic view of your resources and aligning them with your priorities, so that you can form a cohesive and actionable plan for the year ahead.

And of course, if you ever need any help with getting the very best out of your LED digital displays, or you’re looking to incorporate some entirely new specialised solutions into your marketing strategy this year, that’s exactly where we can help here at Scanlite. We know our digital signage solutions inside out, including the many ways in which it can be used to achieve your goals as a business, so if you have any questions or just want some advice, feel free to give us a call today on 01253 302723, or email us on sales@scanlite.co.uk.