As we approach the halfway point of 2025 and a challenging economy, it is essential for businesses, both large and small, to assess their performance and make necessary adjustments. 

Most marketing campaigns employ various tactics to reach and engage potential customers, with the objective of driving them toward a desired action. But with the minutiae of the day-to-day and so many balls in the air, many lose sight of the reason they began marketing in the first place.

To prevent this from happening, we encourage businesses to take a step back and review their business in the most basic sense. When done right, getting back to the basics allows businesses to breathe new life into their business and how they communicate in the marketplace. This blog outlines a few critical questions to brainstorm. While they may seem simple, take the time to reflect on them. Your business will thank you.

1. Who are you? This is a basic question, but everything you do is built upon the answer. Why are you in business, and what are your beliefs about the goods or services you offer? Who are the people in your organization who serve your customers? How do these people leverage your business in the eyes of consumers? 
2. What are you offering consumers? While you sell products and/or services, how are you making a difference in the lives of consumers? This brainstorming question goes deeper than the superficial answer of “We offer physical therapy” or “We build sustainable homes” and requires you to consider how you improve people’s lives. You are just one of many other businesses doing the same thing. But if you can identify how what you do makes a difference in the lives of others, you can differentiate your business in the marketplace. 
3. What makes you unique? Competition is a normal part of business, but that doesn’t mean you can’t stand apart from the rest. Is there a need that is not being met in the market? Identifying your niche will help you identify opportunities to stand out. 
4. Who is your target audience? We’ve heard plenty of business owners say, “If they are breathing, we want them as customers.” But that is just too broad. An audience can be defined by a specific demographic, for example, active and health-conscious 40-somethings in this zip code. Now go a step further. Who is your ideal or perfect customer? Likely, they have a specific income bracket. Maybe they are animal lovers who pamper their pets and enjoy camping. Get specific. The more specific you can get, the easier it is to identify their challenges. What causes them discomfort and keeps them up at night? Doing this exercise will help you hone in on the type of marketing messages that will motivate your audience to take action. 
5. Where do they engage? Does your audience tend to engage online or in person? If you are a B2B, you likely need to rub elbows with other business owners, so local networking groups and LinkedIn may be a great way to connect with potential clients or referral partners. Always work to find audiences where they are. Don’t expect them to come to you. Go to them. 
6. What is your call to action? The end all is a new customer. But think about the sales process for your business. If you are a mortgage broker, perhaps your call to action is to get a rate quote or pre-approval before shopping for a home. If you are a dentist, perhaps the goal is for potential patients to complete a short quiz to determine if a tooth alignment issue likely causes their headaches. Determine the goal for every marketing tactic you employ. If you don’t have a point, you are likely wasting your time and money. 

Take the time to think about your business and how you want the second half of 2025 to go. It is 100% acceptable to pivot if things aren’t working and employ new tactics. What worked in a good economy will likely not work as well when it is down. The same holds true for target audiences. Need help? Contact us at MindStream Creative for a free marketing consultation, and we can do some of the heavy lifting for you.