Why Keeping Marketing Communications Up to Date is Essential for Your Brand

Picture this: you’re casually scrolling through your inbox when a message pops up. It starts with, “Hope you’re staying safe during lockdown.” Wait, what? It’s 2024. You have to do a double-take. Did I just time-travel back three years? Nope, it’s an email that’s gone a bit stale (see below). And that’s exactly why keeping marketing communications up to date is so important. When you don’t, it can make your brand look disconnected, and that’s the last thing you want.

Here’s why keeping your marketing communications up to date is crucial, and a few tips to make sure you don’t get caught out like this anonymised organisation did!

1. First Impressions Matter

Let’s get straight to it: sending out-of-date messages instantly makes you look…well, out of touch. If your marketing is still talking about “lockdown” when we’re all planning our next getaway, it suggests you’re behind the curve. It’s a red flag for potential customers. They might think, “If they’re this out of date with their messaging, what else is behind the times?”

Quick Fix: Make it a habit to review your automated communications (like email sequences) every quarter. It’s a quick and easy way to make sure you’re saying the right things at the right time.

2. Reflects Poor Planning

An outdated message screams one thing: lack of organisation. It’s like turning up to a halloween party in shorts and flip flops—great for a summer break, but completely out of place now. When you keep your marketing communications up to date, it shows you’re organised, paying attention, and ready to meet your audience where they are now.

Quick Fix: Create a simple content calendar with key events, holidays, and current trends. This will help keep your messaging relevant and timely, without requiring a crystal ball.

3. It Damages Trust

Trust is everything in business. If your marketing communications seem stuck in a time warp, it can erode the trust you’ve built with your audience. People want to feel understood and connected, not like they’re an afterthought in a dusty email campaign from 2020.

Quick Fix: Use customer segmentation to tailor your communications. The more relevant the message, the more trust you’ll build.

4. You Miss Golden Opportunities

Marketing is all about timing. If your emails and social media posts are talking about past events, you’re missing out on the chance to engage your audience with what’s happening now. Think of it this way: sending out a ‘lockdown’ message in 2024 is like showing up to a BBQ with a hot cup of cocoa—comforting in the right context, but totally out of place here. This shows how essential keeping marketing communications up to date really is.

Quick Fix: Stay on top of trends and current events in your industry. Set up Google Alerts or use social media to keep an eye on what’s happening, so you can tweak your messaging in real-time.

5. Your Competitors Are Watching

Let’s not forget that marketing is a competitive sport. If your competitors notice you’re still talking about old news, they’ll pounce on the chance to show they’re more in tune with the times. No one wants to be that brand that’s still talking about “staying safe during lockdown” while the competition moved on years ago.

Quick Fix: Check out what your competitors are saying. It doesn’t mean you have to copy them, but it will give you a sense of where the conversation is heading.

How to Keep Your Marketing Fresh and Relevant

• Regular Content Audits: Give your communications a quick health check every few months. Is your website talking about events that have come and gone? Are your email sequences still mentioning last year’s big trends? Time for an update.
• Stay Flexible: Avoid being too specific with dates unless it’s necessary. Keep your content adaptable so you can easily make tweaks without a complete overhaul.
• Automate Reminders: Set up reminders to review your scheduled content. That way, you won’t accidentally send out a ‘lockdown’ message as we head into the cosy autumn season, years away from travel restrictions.
• Keep an Eye on Trends: Make trendspotting part of your routine. When you stay on top of what’s relevant, your messaging will naturally reflect that.

So, there you have it. If you want to keep your brand looking sharp, you’ve got to keep your messaging in the here and now. It might take a bit of effort, but trust us, it’s worth it. After all, nobody wants to be that person still banging on about lockdown when the rest of us are out here panic-buying Halloween sweets and complaining about the Christmas ads already on TV.

If you want to improve your digital marketing and avoid costly mistakes like this one, get in touch via the form below and learn how we can keep you up-to-date and getting your message across.