BY MATT COOKSON
The digital marketing and communications world moves fast — what worked last year might feel outdated this year. Additionally, changes in services, regulations, policy and much more are now commonplace, adding to the complexities that we all face.
Matt Cookson
As we roll into 2025 and beyond, it’s always useful to pause and ask: Is your organization prepared? Below are some practical steps to ensure your brand and outreach efforts are ready for the future.
1. Refresh or set up your Google Business Profile.
Your Google Business Profile (formerly Google My Business) is often the first impression potential customers have of your brand. Make sure it’s accurate, up-todate and fully optimized with your current business hours, relevant categories, high-quality images and a clear and concise description.
This free tool is one of the quickest ways to appear in local search results, so ensure your information is correct and compelling. Then, do the same with Bing Places for Business — not everyone uses Google.
2. Review web copy for accuracy.
Your website remains the primary source of core organizational information, and is often the first stop for potential customers, partners and employees. It’s worth spending a few hours scanning your site to ensure all information is current and accurate.
Check to see if it reflects the messaging you use elsewhere. Make sure the contact information is correct, and your forms work. Ask your web hosting company or internal web team if all plug-ins are current, and check for broken links. Did you have staffing changes that need updating?
3. Revisit your brand messaging.
Brand messaging should evolve to reflect changing audience needs. If your main talking points still refer to outdated stats or aging trends, it may be time for a refresher. Are you addressing your audience’s current pain points? Does your language feel genuine and relevant? Do you explain how to solve specific problems for your customers? Keeping your messaging focused and authentic helps you connect with potential clients.
4. Conduct a social media audit.
It’s easy to spread resources too thin by trying to be everywhere at once. As our director of social marketing, Jason Boucher, says, “Fish where the fish are.” A social media audit helps you identify where your audience engages most. Which platforms does your target audience actually use? What type of content do they engage with the most? How effectively are you communicating your brand story?
Based on your findings, you can adjust your posting schedule, create a content calendar, experiment with new formats, or focus on the platforms that matter most to your audience, which will save you time.
5. Consider a brand redesign or refresh.
In the words of our chief creative officer, Meredith Noyes, “While seasoned marketers at Fortune 100 companies know how to navigate a rebranding effort (hopefully), many companies navigating it for the first time misunderstand the process.” This is completely normal. Changes in design trends, shifts in consumer preferences or simply wanting to stand out from competitors are all valid reasons for an update.
Look at your logo, website, color palette and overall style. Do they still represent your brand? It might be time for a refresh if you sense a disconnect between your visual identity and your brand values.
6. Reevaluate your public relations and target market.
Your target market may shift overtime due to competition, emerging customer segments, or when new technology comes along. Effective public relations involves keeping your media contacts current and sharing compelling stories. You should always be looking for opportunities to position your organization as a thought leader.
Staying proactive with your PR efforts can help you reach new audiences and remain visible in a growing and crowded marketplace.
Feel overwhelmed? With so many moving pieces, keeping your digital marketing and communications strategy on track can be challenging. This work is varied, complex and ever-changing. Many organizations are asking their marketing and communications staff to address many different tasks, making it hard to keep up. Many agencies, such as ours, can provide guidance and support as you look to update and enhance these strategies in 2025 and beyond.
Matt Cookson is the president and CEO of Cookson Communications.
