Marketing has always had concepts that remain relevant throughout the years, but it also is constantly changing. As trends, the economy, consumer preferences, and other factors change, marketers have to consistently take a proactive approach if they want to succeed.
Buyer personas are the core of your marketing strategy, so it is essential to understand them. The personas you began with are not going to likely be the exact same today. It's important to reevaluate who your personas are and then retarget your audience as it applies to them where they are.
Questions to ask:
What are you doing to engage your audience that is fresh, is new, and maybe even risky. Experiment with different approaches, platforms, types of events, etc., to see what your current audience responds best to.
Some things to look into:
There are many agencies that will try to convince you that you'll only have to do one thing to be successful. What's truly a miracle is that one thing happens to be the exact thing that agency sells.
You see the pattern, right?
Herein lies the myth. There is never one thing you can do to be successful.
It's always a combination of things. There is no marketing silver bullet.
If you don't understand your buyer personas, then you likely don't understand the direction of your brand. For example, you need to know what kind of imagery and styles they respond to. Every persona is different. Effective branding stems from knowledge of your industry and your personas. If your brand is not on point with your audience, then you will see interest in your company drop.