Here we are, a brand new year with new possibilities and new challenges. Last year produced an overabundance of negativity, so I made only one New Year’s resolution: Be positive in thought, word and deed. Some days, with the news reporting yet another financial crises or some big corporation bilking the innocent, along with a number of small businesses in my town failing, this can be a hard resolution to keep. However, I firmly believe that our thoughts have the power to shape our reality so I’m letting all that negativity roll of my back. This year’s first article presents 10 marketing tips that can positively impact your company or career.
The economy is definitely stronger, but still uncertain. So what can we do to create positive marketing plans in the year to come? I’ve compiled these 10 tips from a number of sources that have come my way since January 1 and whether you run a professional services practice, a business that sells a product or are trying to market yourself for a new job, they can help you formulate your strategy for coping with the months ahead and attaining the marketing results that will help you realize your goals.
1. Go back to the basics. Focus more on what is measurable and can yield more immediate returns. This includes an increase in marketing tactics such as cold calling, email, and mail (yes, snail mail! Research has shown that a well done paper piece has more impact than an e-mail “blast”).
2. Do “value-based” marketing. With the overload in marketing communications and noise, value-based messaging will standout even more than a straight up sales pitch. The messages that are thoughtful, reader oriented, and value-based not only in their service delivery but also in their marketing content will get the results.
3. Don’t let excuses make your plans fail. Giving up by saying what’s the use, only proves Henry Ford’s adage correct, “Whether you think you can or can’t, you’re right.” In all economic times, some companies will fail, others will succeed. The people who continue to sell and work hard are the people who will bring in new clients, make money, and prosper regardless of the economic conditions.
4. Focus some of your efforts on social media. It is here to stay, has proven it does get results, but it will take some sleuthing to find what is best for your marketing mix. Read what you can about how to use it then give it a try.
5. Respect marketing. Don’t chop marketing spending in the attempt to save cash. Analyze what has worked and ramp that up. Do research into alternate marketing and PR strategies that cost little or nothing to implement and give them a try.
6. Look at marketing as a revenue generator: Without marketing, you’re basically sitting in a room talking to yourself! You have to get the word out about how great you are and what you can do for a customer. Having a list of marketing strategies to implement, along with a good marketing plan is your roadmap to successfully connect with prospects.
7. Focus on those leads that have the money and the power to buy (or hire). While we all know the stats that most leads are long-term leads, there should be a stronger focus on locating short-term leads and new conversations with prospects who are ready to buy NOW.
8. Be brave and try new tactics. There are hundreds of websites and books out there that deal with what is known as “guerilla” marketing. Look into their suggestions, you never know what works until you try it!
9. Respect your customers and create your plans from a benefit, value driven perspective. WIFM (What’s In It For Me) is a strong motivator, so develop all your content with that in mind.
10. Seek out advice. Subscribe to e-newsletters, read business magazines, engage a business or marketing coach, engage a good freelance writer, whatever your budget allows. Get out of your comfort zone and see what is going on out there.
There will always be businesses that need your services or skills. The fruit might be higher up on the tree, but the tree isn’t dead! So get that ladder (your positive, can-do attitude) and resolve to believe that in 2014 you will succeed and grow. Just be sure to continue to invest the time, money and energy in marketing, and focus on providing value – in service delivery, marketing messaging, sales, pricing, and every other aspect of your business.
If rewriting your marketing content or creating new copy is part of your 2014 plan, I can help you get your message across clearly and motivate the reader to take the action you desire. Call now for a FREE 30 minute consultation! 908-241-5874 or e-mail beyond-words@att.net
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