The Ultimate Guide to Mastering Marketing Best Practices and IncreasingYour Business's ROI

August 8, 2023

The Ultimate Guide to Mastering Marketing Best Practices and IncreasingYour Business's ROI

The realm of marketing is constantly shifting, much like the ebb and flow of the tides. Evolving technologies, shifting consumer behaviors, and the emergence of innovative marketing channels mean that marketers must perpetually stay on top of the latest trends to maintain a competitive edge.  We're in the middle of a massive shift now that AI is here to help marketers create unprecedented amounts of content promoting their products and services.  However, that helps compound the key barrier to elevating performance most marketers face: focus.

Whether one is trying to drive more sales, leads, demos, or more pipeline that will feed their businesses' customer base, focusing on the activities that drive the most positive outcomes is the key.  Most new best practice trends serve far more to distract marketers from the things they need to keep doing than they do to help them perform a little better.  So as not to add to the noise, we'll spend time in this article talking abot how to evaluate new best practices quickly, to protect yourself from disappearing into the bottomless pit of 'everyone's doing it'.  In reality the best marketers in the world are still doing the same things they have, and you have, for the last several years: finding effective ways to convey value to their prospective customers.

Let's dive into the plethora of ways one can keep abreast of the ever-changing marketing landscape, ensuring your strategies are always fresh, relevant and result-driven.

Staying On Top of Marketing Trends

Marketing trends are the collective shifts in marketing strategies, techniques, and methodologies that occur over time. They could apply to a business's websites, content production, tools, hiring roles, ad platforms, new media types and so much more. As we're writing this, financial professionals are trying to master TikTok for their own customer acquisition.  Interesting times indeed!  These changes are driven by advances in technology, fluctuations in market conditions, and shifts in consumer preferences and behaviors.

Staying ahead of these trends is not just a matter of survival in the cutthroat world of marketing, but a means to propel your business forward. By staying informed about the latest industry trends, you're arming yourself with the knowledge necessary to anticipate and meet your audience's evolving needs.

The trick is to find a simple way to keep an eye on what's changing, without trying to master every shift.  This allows you to qualify new 'trends' against the business results you own, which protects your most important resource; your time.  As we're writing this blog post, we're incorporating nearly a dozen AI tools to help increase the efficiency with which we're able to produce content for the marketing leaders we support.  AI is a rabbit hole (and most of it isn't really 'intelligent' yet) but we've been able to focus on key areas of production that can dramatically improve our ability to drive quality for our customers.  

Threads, Facebook's twitter challenger, we're almost completely ignoring.  For us, once it hits critical mass we'll consider rolling it into the organic work we do - but there's no upside in rushing to adopt an experimental platform before we understand the place it aims to hold in the market.  We're doing a lot of B2B work this year, so Twitter (now X) supports us just fine.

It's important to create a measure you can use to quickly evaluate new trends against your goals; so you can choose how much time is appropriate to invest in understanding them before things get too far.  We can say with certainty, that the entire advertising landscape is about to change dramatically.  Not only through AI, but through owned content powered by rapidly evolving blockchain technology.  Marketing channels will be almost completely different two to three years from when we post this blog.  But the fundamentals will remain the same: clear messaging of value is the best strategy.  The vehicles we use to do it are another story!

Why Staying Current with Marketing Trends Matters

In the fast-paced and dynamic world of marketing, staying current with the latest trends can be the difference between thriving or merely surviving; only insofar as first movers get the advantage when the new development suits their goals. It's not just about keeping up with the competition, but also about understanding the evolving needs of your customers and meeting them where they are.  We've put together a few pieces on planning, and that's where this all starts.  Understanding your plan, goals, challenges, will help you quickly evaluate new best practices, and incorporate those that make sense into your execution.

Embracing new trends can help you connect with your audience in creative ways and offer them more engaging and personalized experiences. This can lead to increased brand loyalty, better conversion rates, and ultimately, higher revenues.  But as we mentioned above, it's not contingent on your use of every new announcement in your marketing strategy. Consumers respond to value, as they understand it.  New trends in marketing tactics will not change that. Rather they will only offer new vehicles for you to use to reach your prospects on a whole new level.

Again, it's important to remember that not all trends will align with your business's goals or resonate with your target audience. The key is to discern which trends are applicable to your business, and how they can be customized to fit your brand's unique needs and objectives.

Sifting Through the Sea of Information

The constant flow of information can sometimes feel overwhelming. The trick is to filter through the sea of information and focus on the most relevant and reliable sources.

Consider these methods for zeroing in on the most pertinent information:

1. Dive into Industry-specific Publications

Online publications dedicated to marketing are treasure troves of information. They offer insights into emerging trends, data-driven analyses, and practical tips for improving your marketing strategies. Some notable ones include Search Engine Journal, Marketing Week, eMarketer, and Social Media Today.

However, it is not just about consuming content. Engaging with these publications by commenting, sharing, and contributing can also provide you with a broader perspective and a deeper understanding of the issues at hand.

2. Enroll in Marketing Courses and Training Programs

Certified marketing courses and training programs can provide a wealth of information about the latest digital marketing trends. By expanding your marketing knowledge and honing your skills, you can stay ahead of new developments and anticipate what lies on the horizon.

There are numerous online training resources available, including the Digital Marketing Institute, the American Marketing Association, and Udemy. These platforms offer a wide array of courses covering everything from SEO to social media marketing and content marketing.

3. Pick up Print Magazines

In a world dominated by digital content, print magazines might seem like an antiquated concept. However, magazines like Adweek, Direct Marketing News, and Ad Age provide well-researched content that can inspire and inform.

While print content might not be as readily updated as digital content, it provides a different perspective and depth of knowledge that is invaluable for understanding the bigger picture.

4. Engage with Marketing Blogs

Blogs offer a more personal and informal take on marketing trends, making them an excellent resource for marketers. They provide practical insights, firsthand experiences, and valuable tips that can help you navigate the world of marketing more effectively.  We're working hard to make this one a little more useful to you and your company.  We're also putting together some guides as examples for you to follow in developing your own strategies.  You can find an eBook we put together on this topic in our ebooks section of the nav here on

Some popular marketing blogs include ProBlogger, SEMrush, and MarketingProfs. Following these blogs can help you stay updated with the latest marketing trends and learn from the experiences of industry experts.  Generally the number of blogs you track doesn't correlate to your ability to stay ahead of trends.  A few good ones like the aforementioned can give you all you need.

5. Connect with Marketing Experts on LinkedIn

LinkedIn is a powerful platform for networking with industry experts and staying informed about the latest marketing trends. By following thought leaders and participating in discussions, you can gain valuable insights into the latest developments in your field.

You'd also be surprised how many marketing leaders are open to sharing feedback and advice to those who reach out and ask.  This is a great way to forge new relationships and level up your skills.  Generally we've found that marketing leaders share a lot of the same pain points: maximum effort, with minimum appreciation.  But that's what we sign up for.  Nurturing and guiding a pool of prospective buyers virtually, through generally static communications is not an easy job.  This creates a lot of parallels you can use to engage with some of the top marketing leaders in the world. They'd love to share their experience with you. That expertise certainly rubs off!

6. Leverage Social Media Platforms

Platforms like Twitter, Facebook, Instagram, and LinkedIn can be excellent channels for staying updated about marketing trends. By following industry leaders, monitoring trending topics, and participating in discussions, you can gain a fresh perspective on the changing marketing landscape.

7. Set Up Google Alerts

Google Alerts can be a powerful tool for staying on top of marketing trends. By setting up alerts for specific keywords or phrases related to your industry, you can receive email notifications whenever new content is published on that topic.

8. Attend Trade Shows and Exhibitions

Trade shows and exhibitions provide an excellent opportunity to network with other marketers and gain firsthand exposure to the latest products and industry trends. They offer a platform for learning from experts, exchanging ideas, and discovering new opportunities for growth.

9. Tune into Industry Podcasts

Podcasts offer a wealth of information on marketing trends and are a great way to stay updated while on the go. Listening to podcasts can provide you with a deeper understanding of various marketing topics and offer practical tips and strategies for improving your marketing efforts.

10. Follow Influencer Marketing Hub

Influencer Marketing Hub is a comprehensive resource for all things related to influencer marketing. But it also covers a wide array of other digital marketing topics, including affiliate marketing, e-commerce, and video editing.

Prioritizing and Implementing Trends

Evaluate Relevance to Business

Before jumping on the bandwagon of a new marketing trend, take a step back and evaluate its relevance to your business. Consider factors like your target audience, your business goals, and the overall industry landscape.

Plan for Implementation

Once you've identified a trend that aligns with your business, the next step is to develop a plan for its implementation. This plan should outline the goals you aim to achieve, the resources required, and the steps needed to implement the trend effectively.

Test and Measure Results

Once you've implemented a new marketing trend, it's vital to measure its effectiveness. This involves tracking key performance indicators (KPIs), analyzing the data, and making necessary adjustments to improve the results.

Adjust Strategies as Needed

The marketing landscape is constantly changing, so it's crucial to stay flexible and be willing to adjust your strategies as needed. Continually monitor and analyze your marketing efforts, and don't hesitate to tweak your strategies based on the results.

Overcoming Challenges

Dealing with Information Overload

In today's digital age, there's no shortage of information at our fingertips. But, too much information can lead to analysis paralysis. Prioritize sources that are reputable and specialized. Set specific goals for the type of information you want to find and the channels you want to use.

Managing Resource Constraints

Adapting to new marketing trends often requires a significant investment of time, money, and personnel. If resources are tight, focus on the trends that are most likely to yield a high return on investment and align with your business's specific needs and objectives.

Overcoming Resistance to Change

Change can be uncomfortable, but it's essential for growth. If you encounter resistance to change within your organization, focus on education and communication. Highlight the benefits of the change, and provide the necessary training and support to help your team adapt.

Measuring ROI

Determining the return on investment (ROI) of your marketing efforts can be challenging, especially when dealing with multiple marketing channels and intangible results. Utilize analytical tools and key performance indicators (KPIs) to measure the effectiveness of your campaigns and help guide your decision-making process.


Keeping up with marketing trends is an ongoing journey, but it's a journey that can lead to increased brand visibility, customer engagement, and ultimately, business success. By staying informed and implementing the right trends, you can stay one step ahead of the competition and create marketing strategies that truly resonate with your audience.

Remember, not all trends are created equal. It’s crucial to focus on the trends that drive results for you right now. There's a lot of noise in the marketing realm that serves more to distract than it does to help perform. Focus on your audience and their needs, and you'll be on the right path.

Frequently Asked Questions

1. What Are Some Effective Ways To Stay Up-to-date With The Latest Marketing Trends?

Some effective ways to stay up-to-date with the latest marketing trends include reading industry-specific blogs and publications, attending webinars and conferences, networking with marketing professionals, and leveraging social media platforms.

2. What Are The Benefits Of Keeping Up With The Latest Marketing Trends?

Keeping up with the latest marketing trends can help you develop new skills, stay ahead of the competition, improve ROI, and deliver better results to your customers.

3. How Can I Prioritize Which Marketing Trends To Focus On?

To prioritize which marketing trends to focus on, start by understanding your target audience and their needs. Look for trends that align with your business goals and marketing objectives.

4. What Are Some Common Mistakes Marketers Make While Trying To Keep Up With Marketing Trends?

Some common mistakes marketers make include blindly following trends without proper research, investing in short-lived fads, and disregarding traditional marketing strategies.

5. How Frequently Should I Re-evaluate My Marketing Strategies Based On New Trends?

While there's no one-size-fits-all answer, it's recommended to re-evaluate your marketing strategies at least once every six months or whenever significant shifts in the market or industry occur.

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