Posts Tagged ‘marketing plans’


In Trends on May 12, 2010 at 10:40 pm

I was at another marketing workshop this morning where the speaker and every practitioner in the room was selling their particular marketing niche. At my table we discussed CRMs, CMSs, PHP, and CMYK. Then the speaker rose and told us about social media apps like HootSuite, TweetDeck and SocialOomph. It left me wondering, “Does anyone talk about marketing? Is anyone building any kind of cohesive, integrated marketing system? Or is that up to the overloaded in-house marketing staff member who also handles office refreshments and travel arrangements?”

The boys over at Marketing Over Coffee say this is a new trend among B2B marketing departments – the desire for a more integrated approach to all marketing. Yes, it will take longer to get to market. Yes, it will mean starting earlier. But isn’t it worth it?

Here’s one small example: You know that link at the top of your email marketing messages that says something like, “Email not displaying properly? View it here.”? If that link points back to your email provider’s site, you’re wasting it. Why not add a page to your web site with the same creative and point people back to yourself?

I’ve said it for a long time – most people who sell things related to marketing fall into two camps: the people who sell media (newsprint, air time, clicks, etc.) and the people who sell ideas (copy, design, photography, etc.) It is the rare to find a marketing partner who can generate good creative and then be strategic about how to use it.

10 Marketing Resolutions for 2010

In Tips on January 5, 2010 at 1:25 am

1. I will get a handle on my database. I recently mined all of the business contacts from my own address book and came up with more names than either the Chamber of Commerce list I’ve been using or a similar search on Reference USA. That Outlook program you use every day? It’s a gold mine.

2. I will stay on top of my database. Once you’ve finished #1, stay on top of it with weekly or even daily maintenance. You get business cards every day. Don’t let them pile up on your desk or never get past your Outlook contacts. Put them in your database and contact them with your message. Even if they don’t seem like a prospective customer, they probably know someone who is.

3. I will track everything. Refuse to let any marketing message go out the door without a built-in tracking feature – landing page, unique phone number, special offer – anything to gauge effectiveness of the message and media.

4. I will have a plan. It’s a new year. Time for planning! Take advantage of that new year feeling and write out a simple marketing plan for at least for the first quarter of 2010. Even if it’s one ad in one magazine. Just do it. Then you’ll at least have some benchmark to review and expand in the future.

5. I will manage social media. The keyword here is manage. The danger is that it will manage you or it will go unused. Don’t let either happen. Resolve to use it as a tool, but set boundaries lest you become a Twitter tool yourself.

6. I will integrate with sales. The best marketing in the world doesn’t close any deals. Be sure your marketing supports your sales team by giving them what they need. It’s a fine line between guarding the brand and suffocating it. Try to do the former without the latter.

7. I will shoot stuff. On the web, pictures and videos are absolutely essential. Video is the new copy. We spend more and more time online but read less and less. And your web video doesn’t have to be Oscar caliber. Invest in a little camera. Shoot stuff. Load it up. Done.

8. I will work the numbers. How many sales do you need to make this month? What percentage of marketing contacts turn into sales? Do the math and hit your mark. It may mean more work to build that database, but not doing it means betting on long shots. Play the averages. Give yourself a chance.

9. I will not stress. Notwithstanding #8, marketing is an art, not a science. Let yourself fail. Learn from your mistakes. Yes, times are lean right now but fretting won’t improve your CTR or your revenue.

10. I will create beauty. You MUST be passionate about your message. If you don’t believe in what your selling, no one is going to buy from you. If your marketing has gotten stale or burdensome, stop what your doing and retool. Create a message and identity that you want to wear on a t-shirt and shout from the rooftops. Refused to be ashamed of your marketing any more.