Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.

Free Guide: The Ultimate Inbound Marketing Strategy Playbook 2022

Read the Guide Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.
Learning Center
Learning Center
Close
The IMPACT Learning Center

Free resources to help you master inbound marketing and They Ask, You Answer

Access the Learning Center

Access the Learning Center

Access the Learning Center
learning_center_grey__What is They Ask, You Answer-v2-black

What is They Ask, You Answer?

What is <span>They Ask, You Answer?</span>
Articles, Podcasts, & Updates

Articles, Podcasts, & Updates

Articles, Podcasts, <span>& Updates</span>
learning_center_grey__Free Courses and Certifications.svg

Free Courses & Certifications

Free Courses & <span>Certifications</span>
On-Demand Keynotes & Sessions

On-Demand Keynotes & Sessions

On-Demand <span>Keynotes & Sessions</span>
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Services
Services
Close
Navigation_8_2021_taya

They Ask, You Answer Coaching & Training

They Ask, You Answer Coaching & Training
They Ask, You Answer Workshop

They Ask, You Answer Workshop

They Ask, You Answer Workshop
Navigation_8_2021_workshop

Inbound Marketing Services

Inbound Marketing Services
Navigation_8_2021_website design - monitor

Website Design & Development

Website Design & Development
Navigation_8_2021_hubspot implementation

HubSpot Training & Implementation

HubSpot Training & Implementation
Navigation_8_2021_virtual selling

Virtual Sales
Training

Virtual Sales <br>Training
Navigation_8_2021_swell - paid ads

Paid Search & Social Services

Paid Search & Social Services
Become a Certified Coach
Become a Certified Coach
Close
... Inbound Marketing Marketing Strategy
Close
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

The Ultimate Inbound Marketing Strategy Playbook 2022
Read the Guide
The Ultimate Inbound Marketing Strategy Playbook 2022
Free Inbound Marketing Playbook
View The Ultimate Inbound Marketing Strategy Playbook 2022
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

4 Marketing Lessons Worth Learning Before You Ring in 2017

By Kwaku Awuah

Kwaku Awuah also recommends this free guide: The Ultimate Inbound Marketing Strategy Playbook 2022.

4 Marketing Lessons Worth Learning Before You Ring in 2017 Blog Feature

Often times, mistakes prove to lead to the best lessons of all.

As long as you can minimize the damage and learn to not repeat your mistakes, you can be better at what you do -- the same goes for marketing.

In marketing, there are many challenges to be overcome before creating a successful marketing strategy.

Now, I'm sure you’ve received more than enough blog notifications promising marketing predictions or do's and donts for 2017, so I won't do that. 

Free Guide: The Ultimate Inbound Marketing Strategy Playbook 2022

Instead, I'll share some tried and tested marketing lessons anyone should learn before ringing in 2017. 

Lesson #1: Don't “Aim for the Bushes” 

Marketing Lesson for 2017 | Marketing Communication

The truth of the matter is, many companies are "aiming for the bushes." They're going into an initiative blindly, not knowing what they want to achieve or what they'll need to achieve it.

They might have relied on some blind luck in the past to score some marketing wins, but in the long run, this lack of direction will only take you so far.

For 2017, your team might be looking at you, shrugging and saying that, they’re going to "wing it," but that won’t get you to where you want or need to be in 2017. 

To achieve your goals, you need a clear strategy. Here are some tips on how to put together an effective marketing strategy.

If you haven’t already, start by understanding your ideal customers in 2017

Here at IMPACT, we talk about understanding our ideal customers a lot. Many companies are working aimlessly because they don’t understand their ideal customers. Because of this, questions about their marketing communications sound like this:

  • Where should we be?
  • What should we be doing?
  • What should we say?

You can’t be the company for everyone. That's why your ideal customers are your three-to-four best-fit prospects. When you identify those ideal customers, and get to know them like your closest friends, you’ll begin answering your own questions.

Lesson #2: Align Your Team Early On

Marketing Lessons for 2017 | Team AlignmentAt any given organization, there are some divides between teams and/or departments. This could be the marketing team being at odds with sales or leadership at odds with client service.

You need to resolve interdepartmental conflicts to move forward -- and the new year is a perfect time to do that.

Conflicts are absolutely toxic for not only your company’s culture, but how far you’ll make it in the new year. If you have these inter-department disputes, you need to make formal efforts to resolve them.

Ask yourself:

  • What caused that rift? How can you fix it?
  • Why do peers frown at each other at meetings? Why are they at odds? How can it be resolved?

Then, build your team around a common goal—company growth. 

Once you are able to solve these issues with and between your team, it’s time to help them work together effectively.

It doesn’t matter what department someone is working for in your company—the goal should be the same; Growing your company. You should all be fighting to move the entire company forward, and it’s worth acknowledging the truth—that every department shares equal success at achieving that main goal. 

Encourage your team to share information, both amongst themselves and within the wider organisation. Also, try to communicate more with your team. This goes beyond simply holding meetings, and includes things like being open to suggestions and concerns, asking about each team member’s work and offering assistance where necessary, and doing everything you can to communicate clearly and honestly with your team.

#3. Be Data Driven: Don’t Believe Every Marketing "Prediction" About the New Year

This is the time of the year where everyone has a prediction about the marketing landscape of 2017.

You’ve heard it before—people claiming that social media is dying, public relations is dying, paper is dying, desktop is dying, and so forth and so on.  Some people might even put together a compelling argument and make you fall for it.

Watch Your Audience—Not the “Predictions”

Here’s the bottom line. Understand your audience like you understand your best friends or closest family, and you’ll know exactly what your audience will or won't use in the new year. There will be no speculation involved.

#4 Don’t Waste Time on The Wrong Social Media Platforms

Marketing Lessons for 2017 | Wrong Social Media Platform

A common marketing mistake every beginner makes is trying to master every social network. If it exists, you've got to be there, right? Wrong.

Every year, there is bound to be a new break out social network, but that doesn't mean it'll be right for your business. 

If you haven't conducted proper audience research, you probably don’t know which social platforms are best for finding and engaging your target audience, so you spread your marketing out across several .

Not only is this practice time-consuming and expensive, it’s also inefficient. Instead of wasting your budget, find out which social networks your target audience prefers and concentrate your marketing efforts there.

As of the third quarter of 2016, Facebook had 1.79 billion active monthly users, making it the largest social media platform in the world. This could make it the best place for your brand to focus your social media marketing campaigns, but only if your audience is active there.

Wrap Up

Putting together a marketing strategy isn't an easy task, and not always fun. Take these four marketing lessons into 2017, and start the new year with a stronger, more focused marketing strategy.

Another way to avoid serious marketing missteps in 2017: scoop up IMPACT’s Buyer Persona Kit below to ensure your strategy is crafted with your ideal client.

What marketing lessons are you carrying into next year? Please share your comments below!

The Ultimate Inbound Marketing Strategy Playbook 2022
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

The Ultimate Inbound Marketing Strategy Playbook 2022

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

Topics:

Marketing Strategy
Published on December 20, 2016

Recent Articles

Video Marketing: What Your 2022 Business Video Strategy Must Include
January 17, 2022 • 10 min read
8 Crucial Elements Every Homepage Should Have [+Video]
January 15, 2022 • 6 min read
5 Organizational ‘Cleanses’ To Start Your Year Off On the Right Foot
January 1, 2022 • 6 min read
What Should a 2022 Content Marketing Strategy Include?
December 30, 2021 • 9 min read
17 Business Blog Topics Your Audience Wants You To Write
December 24, 2021 • 11 min read
Brutally Honest Pros and Cons of They Ask, You Answer for Digital Marketing
December 7, 2021 • 10 min read
The Step-by-Step, 12-Month, DIY They Ask, You Answer Implementation Plan
December 2, 2021 • 16 min read
‘The Big 5’ Best Business Blog Topics That Drive Traffic, Leads, and Sales (+ Video)
November 26, 2021 • 9 min read
Why Trust Is the True Currency for Any Business
November 16, 2021 • 5 min read
How To Get Started With They Ask, You Answer: Your First 6 Months
November 11, 2021 • 11 min read
How a Lack of Sales and Leadership Buy-in Is Killing Marketing Morale Worldwide
November 9, 2021 • 6 min read
Free Inbound Marketing Courses and Training
November 5, 2021 • 5 min read
What is the Value of a Digital Marketing Consultant?
November 4, 2021 • 6 min read
Benefits of Online, Peer-to-Peer Learning for Digital Marketers
October 30, 2021 • 8 min read
How is IMPACT Different From Other Agencies?
October 27, 2021 • 5 min read
Why You Might Want to Hire a Marketing Coach Instead of an Agency for Your Business
October 26, 2021 • 7 min read
How To Become a Better Coach (for Business Consultants, Sales Coaches, and Marketing Strategists)
October 20, 2021 • 8 min read
How to Get Your Whole Team to Buy in to They Ask, You Answer
October 19, 2021 • 4 min read
Get Clients To Seek Your Approval, Not the Other Way Around (Podcast)
October 13, 2021 • 1 min read
Why Your Business Always Needs to Invest in Marketing — in Bad Times and Good (+ Video)
October 7, 2021 • 8 min read
How to Grow a Digital Marketing Agency (with Coaching Services)
October 6, 2021 • 6 min read
36 Eye-Opening Inclusive Marketing Statistics That Prove Its Power for 2022
October 6, 2021 • 6 min read
Hire Freelance Writers with Caution (Read this First)
September 27, 2021 • 10 min read
5 Key Elements of a Winning Inbound Marketing Strategy
September 14, 2021 • 14 min read
How to Get the Most Out of Your 2-Week HubSpot Free Trial
September 13, 2021 • 5 min read