Acquiring a new business? It’s an exciting opportunity to expand your reach, but there’s a lot to figure out— especially when it comes to marketing. After acquisition, take a step back and evaluate. Yes, you heard that right. Take a step back and just watch. What’s actually working and what’s a waste of time? Lucky for you, our podcast episode, How to Integrate and Scale Post-Acquisition, goes into the nitty-gritty of blending marketing strategies without losing your mind—or your audience. Co-hosts Laura and Julia tackle everything from aligning brand messages to scaling campaigns that work, so you can turn your new acquisition into a seamless part of your empire. In this blog, we’ll dive into the steps you need to squeeze every ounce of potential from your acquisition to set your marketing efforts on the right path.
Do’s and Don’ts of Post-Acquisition to Optimize Marketing
When you acquire a business, it’s tempting to dive in head-first and immediately start making changes. Trust us, that’s the last thing you’ll need to do. Instead, sit back, and observe; That’s how you truly optimize your marketing.
- Do: Spend the first 90 days analyzing your marketing in action. See what’s working, find the fat you need to cut, and discover where the real opportunities are hiding.
- Do: Leverage those juicy customer insights. Figure out your ideal customer and avatar and pick apart areas of data like it’s the last rack of ribs at a backyard BBQ—leave no meat on the bone. Remember… data is your best friend!
- Don’t: Make quick judgements on parts of your marketing that aren’t designed for overnight results. For example, blogging can be marketing gold, but it takes time to work. Good marketing isn’t just quick fixes and viral moments. It’s about playing the long game and accepting long-term results.
Marketing Strategy Meets Momentum 90 Days Post-Acquisition
After 90 days are over, it’s go-time. Let’s cut the BS — around 20-50% of the marketing efforts are going to be ineffective. Take the reigns and make changes based on what you’ve analyzed. Stop throwing away money on dead-end strategies. Instead, focus on cross promoting, brand consolidating, and merging marketing efforts that will deliver results. Place trust in slow-burn marketing efforts, and don’t forget to always be data-driven. Anything else is just a noisy cash drain.
About the enVisioning Success Podcast
This article is based on topics discussed in enVisioning Success, our weekly podcast hosted by Vision Advertising CEO Laura DiBenedetto and COO Julia Becker Collins. In it, they discuss all things business and marketing, from lead generation to leadership. Find us on PodBean to download from your platform of choice, or subscribe to our mailing listto get new episodes and other news delivered directly to your inbox. Interested in working with Vision Advertising? Learn more about our services and contact us today.
