10 Things To Check When Marketing Makes A “U-Turn”

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Staying competitive requires a well-designed and skillfully executed marketing strategy. When in place, marketing will help create a pipeline for new business and keep the enterprise on track for continued success. In the event marketing does not perform to the expectation and satisfaction of management they must discern the reason and quickly remedy the problem (U-Turn).

So in response to the many inquiries I’ve received from businesses on this subject I’ve created a “check list” which is included below. I hope you enjoy it and find it a useful guide.

1. Check your marketing plan.
Do you have a formal written marketing plan which is regularly updated? Does your plan clearly define your goals and objectives for the enterprise? Are all requirements reflected in the plan?

2. Check your focus.
Are you focused exclusively on the efforts and performance of your sales team? Are you overlooking essential activities handled by your marketing team such as lead generation, developing brand awareness, communications, P.R., e-marketing, advertising, web site development, Social Media and competitive research and analysis? Does management validate and fully support the contributions of the marketing team?

3. Check your web site.
Do you have an in-bound marketing strategy in place? Do you invest in Search Engine Optimization (SEO) and stay on top of changes in this technology? Are you constantly monitoring and improving both of these areas? Are you tracking the valuable intelligence from the traffic and researching your chief competitors web sites? (An SEO Primer | TalentZoo.com)

4. Check on how you manage new business and existing clients.
Do you have a solid plan for Customer Relationship Management (CRM)? Was it successfully implemented and is it regularly maintained? Is CRM a top priority for your company?

5. Check your brand.
Does your brand say all it could about your business? Is your brand message clear and consistent? Do you listen to your clients and develop your brand based on their needs? Is your company recognized as a “leader” and an “innovator” in your field?

6. Check your Social Media.
Are you using Social Media to reach new customers and build rapport with your existing customers? Do you view Social Media as a “needless” expense or see it as a key to the future success of your business? Do you continuously monitor and adjust your use of Social Media? Do you track the performance of Social Media and communicate effectively with your target audience?

7. Check your blog.
Are you using a company blog to promote your products and services? Is the blog site content relevant to your audience and is it updated regularly? Does the blog site content support your brand? (How to write a company blog | Inc.com)

8. Check your thinking.
Do you regularly conduct competitive strategy reviews and meetings? Do you encourage suggestions and input from all employees? Do you provide incentives to these individuals so they continue to contribute ideas that will improve your products and streamline your business?

9. Check your budget.
Do you have a budget that is realistic and account for all necessary expenditures? Can it be revised if necessary? Will your budget allow you to compete effectively against your chief competitors?

10. Check your team resources.
Do you have someone who is experienced and ready to lead the marketing team? Who is tasked with overseeing the daily activities of marketing? Are they capable of auditing the results of your marketing and determining true ROI?


Please feel free to contact me – I welcome opportunities for freelance consulting or full time job offers in the Tampa, Florida metropolitan area. I am also open to working in a remote or “virtual” capacity for a company located within the U.S. or Canada. Additional information and sample work is available on my web site Designwerks, Inc.


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4 Responses to 10 Things To Check When Marketing Makes A “U-Turn”

  1. I think you nailed it, Kevin. This is not only a handy wake-up-call checklist, but a comprehensive overview of the elements that compose a great marketing strategy. I may need to borrow it :-). And I certainly need to apply it to myself first.

  2. Kevin Bryce says:

    Thanks for your comments Laurel. I agree, capitalizing on the power of marketing gives us a real competitive edge. We can and should live it daily!

  3. Great list Kevin!

    Intuitively and chronologically, a plan should absolutely come first, but I believe the most important item in your list is number two. Focus is your compass. Remembering your focus will keep your programs on course. To build upon your list, I would add a number eleven, called “check your tracking”, if only there were room to do so. While you’ve called for each of the tactics to be examined, it may be recommended to make sure the team is tracking the right metrics, learning from the results and most importantly that the channel attribution is working effectively.

  4. Kevin Bryce says:

    Myles, thank you for some excellent perspective on this topic.

    I agree with you that tracking and proper channel distribution is very important. I mention “auditing” in my #10 check and this is intended as a broad reference to tracking of metrics as well as performance checking. Of course auditing is an important function and should be performed on an ongoing basis.

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