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Four marketing must-dos for 2014

Four marketing must-dos for 2014

February 04, 2014 by Marketing Donut contributor

Four marketing must-do's for 2014/To Do ListI love the fresh-scrubbed feel of a new year. It’s a great time to set goals and it inspires me to charge ahead.

I do more looking forward this time of year than looking back, but it is important to pause and take stock of where I’ve been. It helps me avoid making the same mistakes twice, and reminds me of things we did that worked well, so that we can try to repeat them.

To that end, here are my top four marketing must-dos in 2014: 

1. Define your marketing goals

With clearly defined goals, you have something to aim for and a way to measure your progress (or lack thereof). Throughout the year, I can easily analyse the numbers and see whether I’m on track; if I’m not, I know I need to address any problems.

Goals include how many followers or connections you’ll gain on your social media networks, and how many new subscribers you’ll sign up for newsletters. Sales may be a number you take into account, but remember — sales are the result of a comprehensive strategy of which marketing is just one component. 

2. Develop your own marketing database

Building a database with email addresses and relevant information about former, current and prospective clients is absolutely essential. It allows you to communicate with them, reminding past customers of all you have to offer; strengthening the confidence of current customers; and encouraging prospective customers to move toward a sale.

If you’re just getting started, create a database of all the people you know who might be interested in hearing from you including friends, family and all your business contacts. Your communications should not be sales pitches; they should offer valuable, helpful and relevant information.

Grow your database by including a “call to action” on your website — an invitation for visitors to share their contact information in exchange for something that benefits them. That could include free reports, how-to videos or subscriptions to your blog posts.

3. Maintain your marketing budget — even when sales slump

The first thing some people do when income declines is minimise expenses by whacking their marketing budget. Huge mistake! In fact, you need to pay more attention to marketing when sales drop off.

The new prospects you develop today, and the prospects you’ve been establishing relationships with, will be your paying customers tomorrow. If you allow that stream to dry up, you’ll be in even more dire straits a few months from now.

4. Use every marketing tool available to you

Today we have more tools than ever for communicating the value of our service or product. Many of them cost you nothing. Today I can jump on Twitter, Google+, LinkedIn and the other social media networks and reach a potentially far larger audience for free.

Speaking engagements may be old school, but they’re still effective; personal, face-to-face experiences create lasting impressions. Traditional media — radio, newspapers and magazines, and TV — are also still powerful and carry the additional benefit of giving you credibility. That implied endorsement from journalists can set you apart.

Creating a great website accessible to millions of potential shoppers doesn’t have to break the bank, and you can ramp up its value by using it to showcase your publicity.

Use everything at your disposal to share your message.   

Marsha Friedman is the ceo of EMSI Public Relations and author of Celebritize Yourself.

Comments

Two comments.

Marketing Goals ...sounds grand, and to try too hard to engage is, well: to try too hard. I suggest that obtaining enough interest or focus to justify a weekly or monthly date in the diary for further work is an attainable goal. To obtain X followers might be possible with a bit of advertising and a niche product, or it might not.

Maintain your budget? ...If nobody is doing business that pays well, then with luck you have a bigger budget of time. (Unless you are doing the day job, child care, learning X Y and Z and trying to get out of debt). If you have free time it is great to spend it on work, but , in a recession, it's not good to spend money on advertising that can't be proven to work. I can't speak from experience because I am not organised enough, but a small expenditure on one credit card, followed by some research on value every time the card statement comes-in, could be a good start. This is harder for print media because you need your prospects to state where they heard about you, but it's a good habit to try to get in to.

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