The days are becoming longer, the weather a little warmer and it’s the perfect time to embrace the spirit of spring by giving your marketing assets a much-needed clean-up. Just as we clear out clutter from our homes, it’s essential to declutter and refresh our marketing strategies to ensure they’re as effective and efficient as possible. From updating website content to revitalising social media profiles, spring cleaning your marketing assets can breathe new life into your brand. So, grab your virtual mop and broom, because it’s time to sweep away the cobwebs and polish up your marketing efforts for a new season of growth and success.
As you embark on your spring marketing cleanse, start by identifying which elements are still relevant and effective in reaching your target audience. Perhaps you have blog posts that continue to drive traffic or social media graphics that consistently engage your followers. These are the keepers, the gems that deserve to shine brightly in your marketing arsenal.
Next, consider what can be repurposed or refreshed. Recycling content not only saves time but also maximises its value. Finally, be ruthless in determining what no longer serves a purpose. Outdated graphics, irrelevant blog posts, photos featuring old premises or members of the team no longer with you, content relating to products you no longer sell or services you no longer offer – all of these can clutter your current brand image and detract from your message. Deleting or archiving these assets frees up space for new ideas and ensures that your marketing efforts remain focused and impactful.
- The Benefits of Letting Go
As you sift through your marketing assets, you may find that some files, while no longer actively used, are worth preserving for archival or compliance purposes. Rather than cluttering your local device or consuming precious cloud storage, consider moving these files to external storage solutions. Not only does this practice declutter your workspace and boost the speed of your devices, but it also helps free up valuable cloud space for more current and relevant content.
Moreover, by reducing reliance on cloud storage, you’re contributing to a smaller digital carbon footprint, as data centres are major energy consumers. Embracing a mindful approach to storage not only streamlines your workflow but also aligns with sustainable practices, ensuring your business operates efficiently and responsibly in the digital landscape.
- Images and Photography
Don’t overlook the power of your existing images in breathing new life into your marketing efforts. Images that have proven to be impactful and resonate with your audience can be repurposed in various ways to inject freshness into your brand. Consider resizing these images to fit the dimensions of different platforms – if you have used them in print format before, could they be altered to add new content across social media, email newsletters, and website banners etc.
Furthermore, you can also explore the possibility of recolouring or applying filters to give these images a refreshed look – perhaps one that aligns with updated brand colours, current trends or seasonal themes. By leveraging your existing visual assets in innovative ways, you not only save time and resources but also keep your audience engaged with captivating photographs and imagery.
- Written Content
Repurposing existing written content can be a game-changer for time-poor small businesses and charities looking to make the most of their resources. Take stock of your blog posts, articles, or even email newsletters that have garnered attention in the past. As an example, maybe an old blog post can be updated with new information or transformed into a compelling infographic. By repackaging your existing pieces in different mediums, you can reach a broader audience with only tweaks to the content you created previously.
Additionally, consider leveraging snippets of your written content for social media posts, infographics, or email campaigns. Not only does this breathe new life into your existing assets, but it also reinforces your brand message across different channels. Repurposing content not only saves time but also amplifies the impact of your marketing efforts, ensuring that what you want to shout about continues to resonate with your audience in fresh and engaging ways.
- Dust off those Quotes and Reviews
When we think about what marketing assets we already have, online reviews from satisfied customers are invaluable treasures that often go underutilised. Take stock of the reviews your business has received across various platforms and look at how these can be incorporated into your marketing strategy. Are there recent reviews that haven’t been featured in your copy before? Highlight these endorsements in your email newsletters, social media posts, or even on your website’s landing pages to build trust and credibility with potential customers.
Moreover, revisit older reviews that may have been overlooked in the past but now resonate perfectly with your current key messages or seasonal promotions. Whether you use them to add focus to your email marketing campaigns, or in printed promotional materials like flyers or brochures, by leveraging the voices of your satisfied customers, you not only add freshness to your marketing materials but also reinforce the authenticity of your brand’s value proposition.
While we’re on the subject of quotes, it is also worth highlighting that harnessing the wisdom and expertise of your own team can be a goldmine for revitalising your marketing materials. Quotes from yourself or fellow team members that have been featured in articles, press releases, or in recorded interviews hold immense value beyond their initial publication. These quotes can be repurposed across various marketing contexts to inject fresh perspectives into existing copy or serve as inspirational starting points for future social media posts or blog articles.
It is also worth considering transcribing compelling excerpts from video interviews to create written quotes that can be integrated into your future marketing communications. Additionally, if new printed marketing collateral is on the horizon, incorporating these voices from within your business can lend credibility and authenticity to your materials, resonating with your audience on a deeper level. Whether it’s a memorable anecdote from a team member or a profound insight shared by a company executive, leveraging internal expertise in your marketing efforts adds richness to your brand narrative and encourages customer trust.
- What is missing?
As you embark on your spring cleaning journey, it’s not just about tidying up what you already have – it’s also the perfect time to identify gaps in your library of marketing assets. Take note of the types of content or marketing materials that are conspicuously absent – compiling a list of the assets you need to fill those gaps and bolster your marketing strategy.
With a clear understanding of what’s missing, you can develop a strategic plan to create or acquire these assets to meet the evolving needs of your business and audience alike. By knowing what you need, you’ll easily see opportunities to take that relevant photo as you go about your daily work or will be able to home into topics you see discussed in the press, on TV/radio or on social media. If there’s a few of you, challenge the team to find the perfect photo opp and provide additional eyes and ears.
Spring cleaning may not be the most glamorous task on our to-do lists. Yet, much like tidying up our households, the effort invested in refreshing our marketing assets yields invaluable rewards. As we declutter, resize, repurpose, and breathe new life into our marketing arsenal, we not only create space for innovation but also rediscover hidden gems and untapped potential, sparking fresh enthusiasm and revealing new possibilities.
While the process may be daunting at times, the sense of accomplishment and the promise of newfound delights make it worthwhile in the end. Embrace the spring cleaning journey and let your marketing efforts bloom with renewed vigour and creativity.
If you need some help with this or any other aspect of your marketing, please do get in touch!
