Ten Sure-Fire Marketing
Tips for the New Year
1. Take the time to develop a solid marketing program.
Your marketing plan should detail service/product benefits;
target markets; short and long-term objectives; tools to reach target
audiences; month-by-month implementation timetable; and yearly marketing
budget. If you are a “first-timer”, consider hiring
a marketing consultant or purchasing marketing plan software to
guide you through the process. You can even download top-rated marketing
programs online (i.e., www.brs-inc.com) within minutes.
2. Don't put all your marketing $ in one basket! You
need to ensure a steady flow of information to your target audiences
through a variety of channels. The optimal marketing program uses
a mix of direct mail, public relations, advertising, collateral
materials, and website development. This integrated approach must
combine brand and tactical marketing into a single campaign. It’s
more important than ever to develop and maintain a branded environment
that reflects one look, feel and voice for your product/service
across all mediums.
3. Public Relations is a powerful marketing tool that can
put you on the media map. There are many reasons for a
company to issue a press release (i.e., new hire, award recognition,
product launch). One place often overlooked to recycle press releases
is on your web site. Create a "Press Room" to provide
a place for press or "surfers" to visit you. When distributing
your news item, think about where your target audience seeks their
information. While your story may not land on the cover of Forbes
Magazine, consider instead local media outlets, trade publications
and web sites that reach prospects. If your firm has been prominently
mentioned in a news story, send it to clients and post it on your
web site. Make sure to first get permission to reprint from the
media outlet and/or post a link from your firm's web site to the
piece on the publication's site.
4. It's all about relationships. Remember, 20%
of your customers account for 80% of revenues. Creating a relationship
with a customer is the most vital part of selling. Relationships
are created by responding to the consumer's need for information
and by providing a consistent message. Customers want a product
or service that delivers on its promises. Maintaining an ongoing
conversation with customers and building brand affiliations will
turn consumers into customers, and customers into brand loyalists
and long-term purchasers.
5. Advertise with care. Today's consumer receives
1,500 plus advertising messages daily. We have become adept at filtering
out these messages and focusing only on those that directly impact
us. Consistency in advertising is key - - the same look, feel, positioning
and benefit must be presented in all ads. You must first identify
the primary message you want the advertising to deliver as well
as the market you want your advertising to reach. A mix of brand
building and short-term, promotional advertising (i.e., 50% blow-out
sale) which “boosts store traffic” is recommended.
6. Create a compelling direct mail piece that motivates
prospects to take action. Establishing an ongoing direct
mail program is one of the most cost effective and efficient ways
to maximize exposure. Of equal importance is your mailing list.
Consider purchasing lists from a list broker. Consumer lists can
be streamlined to be "demographically correct" and include
everything from wine enthusiasts to gardening buyers who responded
to a TV infomercial to new homeowners. Similarly, business lists
can be purchased by industry code, sales volume, number of employees,
etc. Compliment traditional direct mail efforts with an e-mail campaign
to pick-up even more steam!
7. Search Engine Optimization will allow your target audiences
to readily find your products/services online. The top
search engine is Google, amassing more than 35% of all searches.
Competition for the “Top Ten” position of search results
is fierce. Google and other leading search engines (MSN, Northern
Lights) each have specific requirements for submission. Have a professional
examine your site coding and structure to make sure it’s acceptable
to the respective search engine.
8. Be an ambassador for your product or service. Toot
your own horn! Build name recognition and proclaim that you are
an expert. Maximize your visibility through board memberships, good
will activities, and networking at industry functions.
9. As your company's marketing efforts kick-off, it is
critical to maintain a strong management structure. The
entire staff must be consistently aware of their individual contributions
to the total customer experience and the important role they play
in marketing. Staff meetings should be held weekly to ensure the
achievement of goals and to address relevant issues. Business processes
and marketing actions should be clearly identified and prioritized.
10. Last but not least--Smile. Positive energy
pays-off in a big way. Attitude is pivotal to sales and service
success. We must continually reinvent our companies since fresh
ideas lead to growth. So, break out of your comfort zone and try
something new.
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