Looking forward: Unlocking growth in 2024
To quote John Lennon and Yoko Ono’s iconic Christmas anthem: “Another year over, and a new one just begun…”
2024 is finally here, which means a whole new 12 months to transform your marketing efforts and drive real business value.
In our previous blog post, we took a look back at the top marketing challenges of 2023. Now, in part two, we’re looking forward at how businesses can take these learnings to drive growth in 2024 and beyond.
So sit back, grab your beverage of choice, and let’s dive into how you can unlock growth in the new year.
1. Consider successes from last year
Don’t try to fix something that isn’t broken. As we enter a new year, it can be tempting to want to take a whole new stance on your marketing strategy.
However, it’s important to reflect on what went right last year. What performed well? What performed better than expected? The best way to drive growth in the new year is to acknowledge what you know already works, and amplify it.
Similarly, reflect on what didn’t work. Was there anything that didn’t perform as well as you had hoped? Are there any patterns in what didn’t perform? Taking time to reflect on learnings and successes from 2023 will help you better prepare for any unexpected pivots or shifts in your marketing strategy moving forward.
2. Set your goals for the year
As mentioned in part one, knowing what you want to achieve is critical to success. Without a North Star to guide your efforts, you’re essentially going into your strategy completely blind. Before you start building out any of your campaigns for 2024, you need to know what your goals for the year are.
Do you want to boost your reputation? Drive conversions? Build brand awareness? Cross-sell or upsell existing customers?
Whatever your ambitions for the year – define them, align on them, and communicate them across the business so that every department is working towards the same end goal.
3. Put your customers at the centre
Nobody wants to be sold to. It doesn’t matter how unique your product is, or how much effort you put into your marketing campaigns – a sales-heavy approach will always fall flat.
Nowadays, more and more businesses are realising that the customer mindset has shifted. With such an overcrowded market, the likes of cold calls, generic emails and ego-centric messaging has simply lost all impact. People are inundated with marketing material that all looks exactly the same – and as we said in our previous blog, it’s up to you stand out.
Make 2024 the year that you think outside the box. Personalised, relevant marketing targeted to your audience’s pain points will always produce far better results than cold outreach. Your customers need to feel understood – and to do that, you need to make them the hero of the story.
4. Align your content with your campaign
Marketing is all about turning interest into prospects. Your target audience might be engaging with your marketing material, but if that’s where the journey ends, then you aren’t getting any true business value out of your investments. To drive conversions, you need to walk prospects through every stage of the buyer’s journey, all the way to the finishing line.
By aligning your content with an overarching campaign, you can guide potential customers throughout their journey, helping to build awareness, educate them on your solutions, and eventually close the deal.
This can be as fun and engaging as you’re willing to go – but make sure you’re communicating a message that showcases your thought leadership, and helps present your brand as an industry leader in your sector.
5. Strengthen your strategy
If you want to drive business growth in 2024, start with your strategy. It’s the foundation of all your marketing efforts – without it, your content will be disjointed, decisions will be misinformed, and your entire marketing function will be misaligned.
Take the time to fully dissect your strategy from 2023, and work out what needs changing to make it that much stronger. Maybe your social media approach was lacking direction. Or maybe you need to prioritise SEO in the new year to boost search rankings. Try to pick out your weak spots from the previous year, and use this knowledge to bolster your strategy and make it that much stronger for 2024.
How to drive real business growth in 2024
Whatever your marketing goals for the year ahead, we can support you on your journey. From SEO and digital strategy to social media, content and graphic design – our team can help you drive real business value from your marketing.
Get in touch via 020 3941 0305 or firstname.lastname@example.org.