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5 Things You Can Do to Improve Your Marketing In 2020


May 27, 2020 / fbcadmin

Stacie Chalmers
The Inbound Marketing Company


5 Things You Can Do to Improve Your Marketing In 2020

What are the 5 things you can do to improve your marketing in 2020? With Australian Tax Office and State Government incentives in place and restrictions starting to ease, now is the perfect time to work on your marketing plan, to make sure you are prepared and ready for business. One of the best things you can do right now is to develop a future-proof and digitally-led marketing strategy, so you can stay up to date with your customers and how they buy.

It can be difficult, however, to know which marketing tactics are best, or where to even begin when looking to improve your marketing. That’s why we have pulled together a list of 5 things you need to do to improve your marketing in 2020.

1. Understand Your Buyers and the Buyer’s Journey

Understanding your buyers and connecting with them early in their journey will ensure your marketing stands out from all the other content. It will help you to attract people likely to buy from your business, so you can build trust and credibility early in the buying process.

The first step is to create a buyer persona . This process will help you to better understand who they are, why they buy and how they buy.

Next, it is important to understand the buyer’s journey.  What is the buyer’s journey? Essentially, it’s the process buyers go through to become aware of, consider and decide to purchase a new product or service. Your marketing should align with the buyer’s journey, learn how to do that here.

2. Know That Your Audience is Always Changing

A key to ensuring your marketing is working in 2020 is to accept that the way your customers buy, continuously evolves. In general, changes in buying behaviour are largely due to technology.  However, due to Covid-19 other factors will influence how your customers buy. Changes in the market and changes in technology are constantly shaping the way consumers buy, and react to marketing and advertising. Your marketing strategy needs to evolve and adapt to these changes.

For example, last year your marketing strategy might have focused on awareness. Showing up at the top of a Google search may have been important. But now you may need to focus on building trust and credibility and communicating how your business is adapting to new health and safety guidelines, therefore social media may work better for you.

3. Which Format and Platform is Best for Your Buyers?

Knowing which format of content works best for attracting your buyers is a crucial step in your marketing strategy. Two mediums which have grown in recent times are video and podcasting.


Video was a popular marketing tactic in 2019, and it continues to be vital 2020. Videos can help create a stronger bond with potential customers. This will make them more likely to purchase the product you’re selling. From behind-the-scenes footage, to tutorials, the creative opportunities that lie within video content are endless.

According to HubSpot, video is no longer just one piece of your overall marketing plan. It’s central to it. HubSpot Research shows that four of the top six channels on which global consumers watch video are social channels.

Why do consumers love video content so much? It comes down to authenticity. In a world full of filters and Photoshop, simple, raw and real footage is what truly matters to consumers.


Then there are podcasts, which have exploded in recent years. According to Roy Morgan, podcasts are growing in popularity in Australia. Over 1.6 million Australians now download audio or video podcasts in an average four weeks, up from under 1 million just four years ago.

Podcasts offer consumers a unique invitation into your business. It’s more intimate than social media posts, blogs or newsletters. Audio content allows you to showcase your company’s personality, while also holding the ability to inspire listeners. It gives you a human edge.

4. Implement Data Driven Marketing

It is just as important for small businesses to analyse their marketing and sales, as it is larger corporations. Data driven marketing is crucial to getting a better return on your marketing investment and ensuring your message is resonating with the right people. Using marketing data and analytics takes a lot of the guesswork out of marketing. Equally though, analysing your marketing and sales efforts shouldn’t be overwhelming, too much data can be paralysing.

Thankfully digital marketing is relatively easy to track and measure. Free tools like Google Analytics or in-expensive tools like HubSpot make it affordable and easy to have a high level understanding of what is driving traffic to your website, converting traffic into leads and leads into customers.

High level data like this is a great place to start. From there you can drill down to see which campaigns have performed well, or which emails get higher open and click through rates. The can also be used to determine which is the best social media channel for driving new business to you.

5. Delight Existing Customers

Often marketers focus on bringing in new business and don’t look at how they can improve the customer experience. Happy customers are your best salespeople and brand advocates. In fact, 60% of marketers say that referrals generate a high volume of leads. Furthermore, marketers rate referrals as the best source of quality leads.

So, how do you delight existing customers? Customer delight is the process of exceeding a customer’s expectations to create a positive customer experience with your product or brand to improve loyalty. It is important to ask for feedback from your customers – this way you can better understand what they like, and what areas you need to fix to improve the customer experience.

Now that you know about the 5 things you need to do to improve your marketing in 2020, it’s time to get your strategic Sale and Marketing Plan created, and being implementing it so that you can start driving new opportunities into your business.

Foundational Business have launched are Strategic Sales and Marketing Planning workshops. Get the practical help you need today to design and implement a marketing plan that delivers on your business goals. CHECK OUT the WORKSHOPS


Photo by Hal Gatewood on Unsplash

Call us to find out more today!


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