Management guru Peter Drucker once said, “Because its purpose is to create a customer, the business enterprise has two — and only these two — basic functions: marketing and innovation.” That being said, it is essential that your marketing strategies are working efficiently to help your business reach its full potential. In the long run, the lack of marketing could lead to missed opportunities and causing your marketing flatlining.

Marketing is more important today than ever before. This past year particularly has shown us how effective online marketing can be. It also has revealed the importance of being steadfast in keeping up with changes in the world to ensure businesses remain relevant. The world is overflowing with innovative products, services, technologies, solutions, business models, and more. To be profitable in today’s highly competitive market, these new offerings must be brought to light. As Denise Lee Yohn, a go-to expert on brand leadership, once said, “Innovation alone cannot sustain a company; it must be paired with marketing.” Therefore, here are some ways in which you can pair innovation with marketing to remain relevant, outshine your competition and increase your bottom line.

1. Avoid confusion – keep your message clear.

By maintaining a straightforward and clear message, it will allow your customers to better understand your brand. Innovation is key here. Developing an engaging message will help your audience be able to comprehend, engage, and utilize the information you are sharing with them much more effectively.

2. Keep your brand attractive.

Be creative! Find ways to leverage new marketing efforts to reach your key audiences. Be innovative on how you want your brand to be marketed. Embrace your brand’s uniqueness and include that within your tactics. To better set your brand apart from the competition, consider an “attraction marketing” strategy, which includes clearly defining the wants and needs of your target market(s) so you can gain the attention of your audience much more effectively.

3. Ensure you are reaching the right audience.

It’s important for your business to engage its customers in the right manner. Marketing is a tool to keep the conversation going. Engaging customers is about building relationships, not simply pushing out limited time offers or other deals. Find innovative ways which can help reach your target audience. Do this by conducting monthly or quarterly reports to track who is engaging with your content and how they are finding your products or services. Tracking SEO keywords and reviewing Google and social media analytics can provide valuable feedback about your target audience and insight into how to better engage with them.

We understand that pairing innovation with marketing may be difficult. But don’t give up. If you’re ready to take action to prevent your marketing from flatlining, feel free to reach out to Chartwell Agency at any point through your process. We are here to help put you on the right track.1