February 2nd is traditionally the day when hundreds of people in Gobblers Knob, Pennsylvania gather around a hollow log to see if their favorite groundhog, Punxsutawney Phil, will see his shadow or not and indicate whether we will see an early Spring, or 6 more weeks of winter. But thanks to the comedy movie, Groundhog Day has a whole new meaning.
In the movie, Bill Murray, a TV weatherman, travels to Punxsutawney, Pennsylvania to cover the story of the country’s favorite rodent. Instead, he wakes up having to repeat the same day over and over again. Each morning as his alarm clock goes off to Sonny and Cher’s “I got you Babe”, he grows increasingly frustrated at having to face the previous day once again. Are you experiencing this same sense of doom and dread in your business? Perhaps it’s because your marketing is as ineffective as trusting a borrowing animal to predict the weather.
Here are a 3 tips to break the cycle:
- Get back in touch with your target customer. If you’ve never taken the time to analyze who your customer truly is, it’s time to review who your customer really is. I don’t mean it’s Sally who comes in every Thursday for her usual order. I’m referring to their buyer persona. What is their age, gender, household income, job status? What are their hobbies and interests? Knowing this information will help you to better tailor your marketing efforts so that you aren’t wasting time and money reaching people who will never buy from you, while missing out on activities that will help you get in touch with potential buyers.
- Review the ROI of your marketing efforts. What’s that? You don’t test and measure your marketing? How do know if what you are doing is working or not? The first thing you need to do is to review your goals and objectives from your marketing activities. Are you trying to get more exposure, leads or sales? Review all of the activities, including marketing, advertising and sales, and calculate how much you have spent on each activity. They record the number of sales you’ve received from each activity to get the return on your investment.
- Evaluate the strengths and weaknesses of your company and compare them to your competition. You might think that you don’t have any competition, but even other companies that are a little bit different from yours has strengths and weaknesses that you may not have.
Taking a break from doing the same old activities and analyzing what works and what doesn’t will help you to get out of your rut. Exploring new ways to re-invent yourself will add life to your business and keep you ahead of your competition. Don’t trust a rodent to give you a forecast. Create your own sunshine.