Have you done a marketing audit of where you spent your marketing $ in 2009 and based on that audit have you modified and updated your marketing strategy to maximize your businesses return on $ invested in marketing?
This company analyzed and adjusted. To be successful you must do this on a regular basis. There are great tools on-line to help you with building a budget and doing an audit. Some of them are more complicated than others. You do not need to make this a complicated process. If you want some assistance from me just let me know.
1. SEO – Customers actively use search
engines to find relevant solutions. Keyword and organic search
optimization is an inexpensive and effective means for gaining
2. Blog Relations – It’s not just about news and
pitching the A-List, creating a consistent and visible brand requires
the inclusion of the authoritative, peer-to-peer blogs that your
customers and influencers read for information, help and perspective.
Oh, and be wise about using embargoes.
3. Media/Analysts – Reporters and analysts cover
your space and by simply writing about your company or product, they
can position you as an option among your customers; especially when
they’re researching options to validate decisions.
4. Direct Sales – Some of the most successful
companies right now are concentrating on direct outreach to the
decision makers instead of hoping to influence them from the sidelines.
5. CRM – Building a customer-focused business saves
money and increases revenue. Focusing on customers and empowering them
improves business processes, product development, and also offsets
marketing expenses as “involved and participatory” customers transform
from a cost-center into an active surrogate sales force.
6. Participate – Social networks are much more than
mere time killers. Participating across the social communities where
you’re customers and prospects are active and vocal provides a looking
glass into their thoughts, requests, opinions, dislikes, and
recommendations. It also provides you with priceless opportunities to
combat negative perceptions while also positioning your company as a
7. Thought Leadership – One of the
best ways to demonstrate thought leadership is to actively share your
thoughts where they count. Contributing articles and posts to industry
publications, forums, and blogs increases visibility and unobtrusively
contributes to your sales strategy by helping customers find you.
8. Blog and Blog Comments – It may
seem trite or perhaps even worthless, but I can guarantee that finding
the time to host and contribute to a blog that demonstrates the
expertise of you and your team is priceless. People are looking for
information and direction, not just from your blog but others as well.
Go where they are and offer counsel, contribute to the dialogue and
establish trust and authority in the process. Why wouldn’t you position
yourself as a resource for your customers or prospects? Too busy you
say? Empower your staff. Contract outside experts to contribute to
creating a one-stop-shop for insight and direction—just be transparent
about their involvement. It costs less than you think to build a
community around your product, or at least what it stands for.
9. Network in the real world – Participation isn’t
solely relegated to online networks. Opportunities to meet and
cultivate relationships in the real world are abundant. Meetups,
industry events, groups, unofficial lobbycons associated with your
favorite events are continuous and more valuable with your involvement.
10. Involve Your Community – Save money and time by
involving your customers in the development process of your new and
iterative products as well as your go to market strategy. Alpha
customers are often ready to assist with the validation of your
business model and also the honest feedback associated with your
product benefits and features.
11. Websites are not Just Web Pages – Your Website
must make an emotional connection with visitors, while also conveying
stories and value propositions that specifically capture the attention
of your customers – otherwise, all of your hard work and investment of
time and money in sales and marketing campaigns will generate traffic,
but lead to a dramatically reduced conversation ratios.
12. Innovate – Always learn and improve everything in order to stay relevant.
I am a huge fan of Seth Godin. I read his blog and have read a number of his books. He has great insights into marketing and how to spread ideas.
He has a great post on his blog today about focus on reaching the reachable customers and not the unreachable. My favorite Quote is:
And yet marketers still start every meeting and every memo with ideas
about how to reach the unreachable. It's not in our nature to do what
actually works: start making products, services and stories that appeal
to the reachable. Then do your best to build that group ever larger.
Not by yelling at them, but by serving them.
As I am trying to implement a marketing plan for my company I am going to try and focus on reaching the reachable.