As marketers, we all have too much to do and not enough time to do it. And digital media is pushing our ability to multi-task and keep up with what’s the latest and greatest to an astonishing new level (sleep, who needs sleep?).
In order to focus my efforts for 2011, I have developed the following list of how to best allocate your marketing assets.
10. Work with subject matter experts (internally or externally) to write a worthwhile and frequently updated corporate blog.
9. Provide useful How-To videos on YouTube and your site. Consider adding a video podcast to your website to keep you motivated to a set schedule.
8. Use Social Media as more than a communications tool; make it a value-added point of differentiation. Always stay in a “service” mindset when communicating online.
7. Develop interesting and useful tools for the iPad and smart phones. This is a quickly growing market and it will take off even more with all of the PC tablets that are in development and being released.
6. Make sure your website is “mobile-friendly.” Check it on various cell phone platforms (iPhone, Droid, Blackberry), and fix what doesn’t work.
5. Remember that your website is still your primary selling tool and keep it up-to-date and compelling.
4. Spend at least an hour each week researching what is going on in your marketplace. Search for your own brands and products on search engines, directories and social media. Check out competitors’ websites and social media efforts as well.
3. Write comments on industry blogs and create free directory listings whenever possible. Include links to your website to help improve search engine rankings.
2. Think about what you like to see online. What types of things do you pass along? I don’t like the term “viral marketing” because it means that it is passed along without intent. But that isn’t the case; people have to want to pass something along—whether it’s because it’s useful, informative, funny, or saves time or money.
1. Never forget the customer experience. No amount of communication will matter if your product or service doesn’t deliver on the promise of your brand. In other words, “Exceed expectations.”
Throughout all of these steps, always remember to always keep your goals in mind--no matter what the tactic. Are you looking to generate revenue, create a community, reinforce the brand message or any number of things? Your online marketing efforts should all work to meet these goals.
And don’t forget, your overall marketing and communications plans should seamlessly integrate online and offline components as appropriate. The basics haven’t changed—only the tools for delivery have.
Monday, January 24, 2011
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