4 steps every company should take to stay relevant in their marketing

Image by Gerd Altmann from Pixabay

By Meghan Belnap

If your company’s marketing isn’t relevant, it isn’t working. Today’s world moves faster than ever and those companies that don’t make it a point to stay on the same page as society will quickly fall behind. If you’re concerned about staying relevant, you’ll need to follow these four steps in order to keep your marketing where it needs to be.

Meet your customers where they are

One of the most important things you’ll need to remember is that your marketing is only effective so long as your customers can see what you are advertising. This means doing some research to figure out which platforms your customers actually use. It’s great to run a Facebook campaign, for example, but it won’t be particularly useful if you don’t have many customers who use that platform. Be careful to spend your money where it can actually do some good.

Know your customers

You also need to know your audience in general. Figure out who is using your services and what they want from a company. The ways that you cater to specific segments of the population will always change and attempting to reach everyone will lead to a diluted message. Look for your target audience, learn how they communicate, and then make sure that you’re sending out your message in a way that makes sense to them.

Work with professionals

It never hurts to seek out professional help with marketing. Even if you have an in-house marketing department, you might want to seek out a marketing agency to help you with specific campaigns. Not only can you rely on the experience of such an agency, but you can also learn from them so that you can better tailor your future campaigns to your company’s needs. A professional company will do market research before designing your campaign and you should absolutely share your own findings with them from your own research.

Never stop innovating

Finally, you’ll need to remember that you cannot stand still. A successful campaign is good but you cannot depend on it to work every time you want to roll something new out. Always take the time to stop and look at the market around you to figure out the kind of returns that you are getting with your marketing strategy. Tried and true is good but it isn’t always as effective as you might like.

The key to relevancy in marketing is adaptation. Adapt to your market, to your media, and to the industry around you. Don’t be afraid to learn from those with more experience and don’t be afraid to change when necessary. If you continue to adapt, you’ll continue to be the best fit for your always evolving customer base.


Meghan Belnap is a freelance writer who enjoys spending time with her family. She loves being in the outdoors and exploring new opportunities whenever they arise. Meghan finds happiness in researching new topics that help to expand her horizons. You can often find her buried in a good book or out looking for an adventure.

Leave a Reply

The Self-Employment Survival Guide can help you succeed. Learn all about it here.

Self-Employment Survival Guide book cover