8 tips to optimize your marketing strategy … now.

Ah, marketing. Remember when you could simply throw something out there to see if it stuck?

Neither do I.

Budgets are tight, and as marketers that means we can’t afford to waste money. Our companies demand results, and it’s up to us to provide them — not through random chance but with a sound marketing strategy. So I’ll ask this question: How sound is your strategy? If you have even the slightest hesitation, these eight tips can help.

* Segment time. Much as you wish they might be, not everyone is cut out to be your customer, so find those who are. If you’re a B2C company you’ll want to pay more attention to demographic data. If you’re a B2B, firmographic data. And there is always room for psychographic data to better understand your customer’s goals and concerns.

* Target, target, target. Who’s the target of your marketing messages? If you say everyone, you’re just throwing blindly. Determine your best customer and focus on them. The 80/20 rule still applies here, so live by it.

* Perfect positioning. How is your company seen outside the confines of your own business? Are you content with that image? If not, it’s time to adjust your positioning. Focus on your target market and the unique value you offer and your image will match theirs in no time.

* Build a better brand. Customers buy from brands they trust; to make sure you’re included in that group you need transparency. Customers need to know who you are, why you exist and what you stand for — and they need to know it in a simple, easily accessible way without the sales pitch. Finalize that vision in-house and share it in a real, raw, accessible form.

* Embrace technology. Technology is part of everything we do, and when you use it properly it can be pretty darn helpful. For marketers, instituting solutions like email drip campaigns, marketing automation and CRM solutions can increase your reach and your effectiveness with minimal additional spend. How’s that for optimization?

* Take inventory of what you already have. There’s no need to recreate what already exists. Blogs, website content, sell sheets and digital/social resources all may still be applicable. Inventory what you already own and make the most of it. Utilizing existing quality materials will save you time and allow you to channel your energies in other directions.

* Build a roadmap of where you want to go. Do you need more content? Are there strategies that you need to execute in a certain month? What key activities are upcoming? Your roadmap should be an extension of your marketing plan that describes in detail what you will do and when. Think of it as your “editorial calendar” and fill it with everything you need to keep your marketing and sales teams aligned.

* Tell your customer what to do … in a nice way, of course. Every marketing message has a specific goal or call to action, and if you don’t include one, it’s like handing out birthday cake with no fork — it’s not good for anyone. Encourage customers to learn more about your business, to connect with you on social media or to reach out to learn more about how you can help them and you’ll be on your way to a successful marketing strategy.