3 ways to improve your marketing prowess in 2026

Midwinter is always time of hopeful optimism around the Chicago area.

This year is no different. When it is cold and gray for prolonged periods of time, I find myself focused and hard at work on my client projects and community service roles.

This year, I am thinking a lot about how upgrades to marketing tactics can make a big difference for my clients’ enterprises.

There is a lot of talk on social media about elevated basics. Broadly speaking, these are items of clothing or accessories that are in some way better than average or usual. The concept of elevated basics applies to marketing and communications, too. This month, I am thinking about three ways you can move your creative, promotional efforts from basic to something much more appealing.

• Consider your social media communications. View your content through the lens of someone unfamiliar with your business. Does the cadence of what you publish seem delightful, informative or inviting? Recently, I encountered a prominent local business on social media and was surprised to see their content consisted almost entirely about hiring mid-level to senior-level positions in their organization. Their consumers only see the ways in which they are not adequately staffed as opposed to seeing the job opportunities published as part of a larger blend of content focused on their products, good work in the community and spotlights on current employees and even customers. The elevated basic here would be to expand and redefine the core messages being shared on social media. They could go even further by designing beautiful assets to accompany their messaging.

• Consider your print collateral. When you give someone your business card, brochure, annual report, even an invoice, does it feel special? Does it feel like a gift you are offering the recipient? Are you proud of your materials? If you simply have brochures and business cards, perhaps it is time to consider the elevated basic versions of them. What type of paper are you printing on? Do you have a strong brand presentation? Are your core messages being stated in a way that your stakeholders can appreciate or value? You have an opportunity to refine what you give people, and viewing your materials through the lens of an elevated basic may help you see the clear opportunities. Think about how it feels to receive your collateral. There are always ways to elevate printed elements.

• Consider your professional engagement and how you go about supporting your business development. The top of a new year, it is February after all, presents a fantastic opportunity to clear some time on your schedule to contemplate what you might do professionally that you are not already doing. This year might be your year to delve deeper into purposeful networking and join professional associations offering continuing educational programs. Through these engaging activities you might elevate the overall approach you are taking and see your business through new perspectives. It’s easy to sink into well-worn professional routines. Step out of your usual routines and schedule some new opportunities where you can uncover new and different ways to work and interact with peers.

This year, look for ways to improve your marketing and communications. Elevate your basic approaches and enjoy the refreshing opportunities that will ensue. Spring is just around the corner here, and aren’t we all ready for it? Get ready and you will very much reap benefits from these precise, purposeful adjustments.

• Rebecca Hoffman is the founder and principal of Good Egg Concepts, a strategic communications and brand marketing consulting practice serving clients across the Chicago area and nationally.