Strategy Matters brings you news, tips and strategies for effective communications from Strategic Communications, LLC. We're committed to bringing you success through strategy. www.stratcommunications.com |
Marketing Resolutions for 2012
I always get excited about a new year (and often about new *months* actually...)
As we move into the first month of the New Year it's time to begin thinking about New Year's resolutions. I'm pretty goal oriented and actually love this time of year--it's always fun to look forward to new possibilities and make new plans for growth and achievement. I also believe that thinking about and committing our goals to some formal form (whether hard copy or online) serves to formally mark them in our minds and increases the odds that we will actually move forward to achieve them.
Here are my "top 3 marketing resolution recommendations" for 2012:
- Develop a plan for 2012 and commit it to writing. It doesn't have to be a "fancy" or elaborate plan, but it's important for businesses of any size to take the time to clarify their mission/vision/values, identify goals and measurable objectives, evaluate the internal/external environment, development strategies and tactics designed to leverage strengths and opportunities and overcome threats and weaknesses, and establish metrics to monitor success. I'm a strong proponent of strategy (hence the name of my company!) and the author of The Complete Idiot's Guide to Strategic Planning (Penguin, 2011).
- Make a commitment to be "they" vs. "we" oriented in 2012. It's easy for businesses to think they know all there is to know about their customers or potential customers and to base decisions on their own (often flawed or misinformed!) perspectives. It's not about "helping your customers understand your value proposition" as one client suggested to me a few years ago - it's about understanding what your customers value and delivering it to them.
- Measure, measure, measure and don't waste time doing things that don't generate results. Social media activities often (but not always) fall into this bucket. The things that are going to make a difference for your company will likely be different than the things that will make a difference for another company -- even a company that is a competitor. Make sure you know what it is you're intending to achieve through your social media efforts, understand the cost (which includes time) and if you're not producing measurable outcomes, stop. The same is true of any advertising/communication effort you're using -- don't do things just because the competition does them or because you "think" they make sense. Measure!
Those are my top 3 - what are yours?
For more information on strategic planning,visit our blog -- or request our white paper with more than 70 tips on how to make your strategic planning process effective!
|
Common Online Marketing Mistakes
These days if you don't have a business presence online you virtually don't exist (pun intended). Unfortunately, even those with a presence sometimes make missteps that are easily avoidable.
There has always been a tendency for businesses - particularly small businesses - to attempt to "do it themselves" when it comes to marketing; technology has made it easier than ever to do this, starting with the advent of graphic design software that allowed businesses to create their own logos, ads, etc. Online marketing through web sites, e-marketing and social media just expands this potential. The issues/mistakes are really no different than they have ever been; but the impact can obviously be far broader.
The most common things that I see when working with clients, or just through my own online experiences:
- Poor quality in terms of design - sites/email marketing efforts that appear amateurish, that contain multiple design elements or that just defy basic principles of effective design.
- Poor quality in terms of written content - ranging from cringe-worthy things like misspellings, poor grammar, etc. to efforts that are "okay" but might have been better if created by a someone with marketing experience.
- "Illegal" activities - misappropriating copyright/trademarked materials - photos/images, video clips, sound clips, etc.
These I think are the "biggies" - I've also worked with clients to caution them about more "subtle" issues related to their social media use - things like "asking for retweets" or offering to pay for blog postings (in a tweet).
While today's technology certainly does make it possible to do it yourself, just because you can doesn't mean you should. I liken it to cooking. Just because I have all of the tools available to me, doesn't mean I can use them effectively -- just ask my husband!
For more information about effective communication - online and off - visit www.stratcommunications.com.
|
Are the 4 P's Still Relevant? In a word - yes.
The concept of the "4 P's" was first put forward in the 1960's and still used in many circles today, although from time to time a new "marketing mix" will be proposed by some marketing expert to replace this classic formula. To me, the basic principles are still sound and still apply despite
the massive changes in the marketing landscape that have occurred since the 1960's, not the least of which is the advent of technology and social media.
I'm still a *big* believer in the relevancy of the traditional 4 P's of marketing in today's marketing landscape. I use the concepts in my work consulting with small businesses on their marketing communication needs, in training programs for business professionals and in marketing and communication classes I teach at the local university.
One reason I like the concept is that it helps us move beyond the common tendency to think that "marketing" = "promotion," or advertising. Face it. When most people think of marketing what they think about is advertising -- using social media to reach prospects, running an ad, putting up a billboard...
The marketing mix, or "4 P's," helps to keep us grounded in the reality that marketing is much more than promotion. It takes the "4 P's," operating in unison, to achieve the most significant marketing impact.
|
|
| |
Maximizing the Value of LinkedIn Groups
LinkedIn is a great business-focused social media tool and its Groups are a particularly helpful tool. Learn how to get the most out of LinkedIn groups to support your personal, professional and business goals.
Contact us for a free copy of this white paper.
| | Offer Expires: 2/1/12 |
|
|
|
