We asked our team to give us their top marketing recommendations for 2012

1. Develop a solid marketing plan. You will see many lists similar to this one. And while they all offer great advice, many are missing the most important step: developing a plan. When developing your plan, make sure you have the staff, resources and flexibility to ensure it can be effectively carried out.

2. Make sure it's measurable. In addition to a good marketing plan, you need to have tools in place to measure its success. Do you know how much it costs to generate a lead? Do you know how many leads convert into business for your company?

3. Drive key messages. Internally and externally. Your employees must know and embrace your key messages so your company is speaking the same language. Your message must also clearly communicate the value you bring to your customers.

4. Drive online content. Seventy percent of consumers make purchasing decisions based on search engine results. Creating relevant and engaging content, and effectively distributing it, can help build your search engine rankings and drive consumers back to your website.

5. Update your website. Even if you aren't planning a major overhaul, your website should include some form of video, whether it's a product overview or a message from the president. Your website content should also be built around your keywords, and should strike a balance between being written for consumers and search engine spiders.

6. Inbound marketing. This relates back to point number 4. When you generate and distribute content and lots of it, you create the ability to be found by a lot of people, which in turn helps build inbound marketing.

7. Smaller, targeted mailings. Despite the rise of social media and email marketing, direct mail is not dead. It's actually quite successful if done properly. This means creating targeted, personalized mailers to a relatively small mailing list. Messaging and design are also key so your piece stands out when consumers are sorting through their mail.

8. Video. Video is becoming a key element of driving content. Search engine spiders rank videos and other multi-media higher than just text. Videos are engaging and can provide an easy way to introduce your company or product. Video is also relatively inexpensive and easy to produce.

9. Go mobile. With the increasing reliance on smart phones, it's important that you can easily be found through this medium. Having your website formatted for a mobile device is now just the basics. Would your clients benefit from the creation of an app or mobile messaging?

10. Online advertising. Online ads on news sites, in enewsletters and even on Facebook can capture your audience in the online places they visit most with links directly back to your website. Pay-per-click is also an effective way to drive traffic to your website. Online advertising can also be less expensive than print with more targeted exposure.

11. Traditional marketing. We have talked a lot about building a solid online image, but traditional marketing techniques are still vital to any marketing plan. This includes traditional public relations outreach, mailings, advertising and sales materials.

12. Reevaluate your brand identity. Does your brand reflect what you want your company to become? Does it separate you from your competitors and create excitement?

For assistance with any of the 2012 Marketing Musts, contact Don Polyak at 330-655-5023 or Tom Speaks at 330-655-5041.

To a safe, prosperous and Happy New Year!