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A marketing plan is essential for any successful business. Since the marketing landscape changes quickly, companies must keep up with market shifts. They must pay close attention to the changes in behavior, expectations, and needs of their customers. All businesses should be flexible enough in their marketing plans to allow for inevitable change. Businesses need to make adjustments when they set new goals when they aren’t getting good results, and when customer demographics and content demands change.

When the Business Sets New Goals
Anytime a business sets new goals, the strategy must change. The goals of any marketing plan include increasing traffic, engagement, and sales. Every business should set realistic goals that are measurable and specific to the business.

When a Business isn’t Getting Good Results
If a business isn’t getting the ideal amount of traffic or making many sales, it must be adjusted. A critique of the previous year’s marketing plan is a good place to start. This should (loosely) be a review of what worked and what didn’t work. A SWOT analysis should be conducted to break things down. SWOT analysis looks at strengths, weaknesses, opportunities, and threats to the business. SWOT analysis of competitors might highlight untouched niche markets.

When Consumer Demographics Change
Consumer demographics help businesses decide how to market their products and services, but demographics change over time. A loss of customers can indicate that something isn’t working anymore, and new customers serve as a hint for something gone right. Surveys and polls are good ways to pinpoint who is buying, what they are buying, and what they want and expect. Doing this regularly helps marketers monitor shifts in demographics.

When the Demand for Content Changes
Content that continuously drives traffic and increases engagement is ideal. Every business advertises in some way. If the content is bland or provides little value, business is going nowhere. Although it’s not essential, a flexible content plan could help. A business should outline what to post, where to post, and how to cater to those audiences. When companies get the word out, contests and giveaways can bring in new business. Demand changes and companies are forced to find new ways to keep consumers interested and informed.