We’ve all experienced it at one time or another – that uncontrollable urge to spend time or money on the latest gizmo, app, online tool, trick or offer. Remember Dug, the adorable talking golden retriever from Pixar Disney’s movie, Up, who in the midst of conversation would become distracted and exclaim, “Squirrel!?” You may chuckle, but Shiny Object Syndrome (SOS) occurs all the time, including in our marketing.
How often have you set out a marketing plan, only to be lured by a special advertising or sponsorship offer that you just can’t refuse (even if it doesn’t truly fit your strategy), or the next app that promises to develop leads, or the next social media outlet that you just can’t “not participate in?”
As branding advisors to advisory firms, consultants and nonprofits that market “the invisible,” we’ve seen it all. And there is so much new in marketing, that sometimes it’s difficult to stay grounded. So we offer some guidelines that will help you stay focused throughout the coming months.
10 Marketing To-Dos to Keep You Focused
- Remember your brand. Everything in marketing begins with the brand, and stronger brands get results. Having a strong brand means that you have defined your position, are truly different from your competitors, have defined “personality” — expectation even — among your clients and prospects, are consistent in the way you communicate and that your message is relevant and compelling.
- Become crystal clear on your positioning. This is closely related to number one, but I mention it because so often companies forget to prioritize it. How many times have you been to a website, where you must search for what the company actually does? It should be front and center on your site, business card and in all marketing communications. What do you do of relevance that is different than anyone else? How do you help? What is the emotional benefit you are able to provide to your customer?
- Know your audience. This also goes hand in hand with number one. But until you have clarity about who your target audience is, you can’t know how to best reach them. Define your ideal client in as detailed a way as you can. Create personas – realistic personality profiles that represent a significant group of this client type – looking not only at demographics, but mindset, attitude, online habits and other traits. This will help you to craft the messages, posts, tweets, emails, etc. to engage your prospects.
- Have a great business card. Even in the age of online engagement, the business card is still one of your strongest tools. Make a good impression. Provide your essential contact and positioning information.
- Have a great newsletter. E-newsletters are an effective and convenient way to share industry insights and thought leadership, often the very thing that sets you apart. Even if they are not read through thoroughly, a branded, consistent e-newsletter keeps you top of mind, is track-able and easily shared.
- Be social. Just as face-to-face networking with your ideal prospects is gold, social media offers additional opportunities. But you have to participate. Don’t just set up a LinkedIn account or Facebook page and disappear. Just like a networking event, you won’t benefit unless you are there, engaging in conversations. In 2012 social media engagement among C-level execs increased dramatically, particularly on LinkedIn. Executives are realizing that social media has the ability to showcase thought leadership and the more human side of the “people in charge;” plus it’s a great avenue for sharing the story of the brand they represent. Beware of SOS (Shiny Object Syndrome) here. There are new platforms and tools to try all the time – Pinterest, Tumblr, Vine, Pheed, Thumb, and a plethora of others. It’s okay to experiment, but not every new tool is right for every business (see nos. 1, 2 and 3).
- Provide good content. This is about relevance, thought leadership and sometimes . . . entertainment. Your content needs to compel and resonate with your audience. Again, it’s all guided by your brand. But to stay engaged with your audience, you need to provide great information, have an opinion, share something you know your audience will appreciate. Marketers who continue to improve their ability to tell stories and distribute their range of content through social media platforms will gain visibility and build stronger relationships with
- Optimize the platforms that you have. I can almost guarantee you could do much more with your profile, company page and engagement on LinkedIn, the postings and SEO on your website, and the way you connect and share the communications that you already use. Revisit some of the platform demos, check in with the groups and companies you are following, pose questions in groups, see how you can help to promote your clients, write a guest post for an industry blog or client’s newsletter.
- Take a different approach. Use the strength and style of the medium in which you are engaged. While LinkedIn is more focused on business information and networking, Facebook is a bit more casual. For example, on your company Facebook page, in addition to posting links to the latest thought leadership on your website, you might also share great articles or book recommendations, exciting employee news and initiatives (i.e. volunteer efforts, big anniversaries, personal achievements). This humanizes a brand. YouTube offers a great opportunity to share a significant event or talk, and can also inform and entertain. While you still want to speak from a brand perspective, these different channels offer opportunities to engage, inspire and delight, while being relevant and steady.
- Be consistent. Whether you are utilizing traditional marketing vehicles or online social platforms, be more concerned with providing a great experience for your prospects and customers, one that is consistent, engaging and unique to your brand and the emotional connection you wish to create.
Sticking to these marketing basics should help to keep you grounded. Good luck!
— Wendy Baird, principal and president
2 Comments
Wendy, your marketing and branding insights are always so thoughtful and to-the-point. I don’t think there’s anything to add–your blog can just be a business owner’s to-do list. Thank you for sharing your wisdom and for the impetus to FOCUS!
You’re welcome. I’m so glad you find them useful, Jenn. Let us know what other topics you’d like to see.