If you are having trouble reconciling the conflict between long-term marketing goals and the fast pace at which things change, you certainly aren’t alone – it’s a challenge across the industry, even for those of us who deal with it every day. How do you keep your “eyes on target” when new ideas and techniques are popping up all the time?
There isn’t necessarily an easy answer to this question, but here are a few quick tips to help you get the results you want, without becoming too fixated on short-term change:
1. Stick with what works until it doesn’t. Just because something new comes along doesn’t mean you have to abandon what you’ve been successful with in the past.
2. Always try new things and trust your analytics. When it comes to marketing, experimenting is a great thing, but keeping track of the results and trusting in them is just as important.
3. Keep the focus on your customers, and your value, and you’ll be fine. Although the means of reaching customers might shift over time, the basics of marketing don’t: Know your customers and give them great value, and there will always be a way to keep growing your company.
Things are always changing in the world of marketing, but that doesn’t mean your results have to as well. Keep your focus where it needs to be, and your business will do just fine.