Back to business (no pun intended.) Due to the ongoing recession, layoffs, etc. your business may have more time on its hands then you'd like. Having said that --- are you using this time wisely to recalibrate your core marketing platforms?
Understanding that budgets need to be managed, conserved and/or spent as carefully as ever, there are no less than a dozen core marketing considerations that you can enhance, improve and/or refocus for FREE or for very little cost. As a result, you may actually increase traffic and revenues NOW - in spite of the economic challenges. They include:
- Search Engine Optimization - adding and/or adjusting keywords, meta-tagging, verifications, etc. to optimize costs of online advertising spending.
- Organic Search Optimization - adding and/or adjusting local listings, linking, etc. to optimize costs of online advertising spending.
- Web Site Updates - remove all out-dated information, post new offers, blogs, pics, etc.
- Web Site Analytics - ensure all site traffic including microsites and splash pages are being measured to gauge effectiveness of content.
- Facebook Profile Updates - remove all out-dated information, add new friends & fans, post new offers, blogs, pics, etc.
- Twitter Updates - post new offers, progress on other changes, behind the scenes insights, etc.
- LinkedIn Profiles - remove all out-dated information, add new/generic profiles for other employees & job descriptions.
- E-mail Database - mine existing contacts for key data, clean list to lower transmission costs.
- SMS Database - mine existing contacts for key data, clean list to lower transmission costs.
- In-House Signage/Collateral - remove all out-dated information, ensure current materials are accurate, presentable, etc.
- Cause Marketing - source alliances with local charities whose goals and audiences correlate with your business - share resources for joint promotions and events both online and offline.
- Networking - attend events relevant to promoting your business, recruiting team members, sponsors, etc.; contact friends, family and colleagues using e-mail and social media with updates and WOM requests.
- PR - script press releases based on new offers, discounts, promotions, events, cause alliances, new hires, remodels, rebranding, etc. and send via e-mail, social media, and/or web services.
- Talk to your Customers!!! - in person, via surveys, via e-mails, etc. - now more than even you need to know their voice, habits, preferences, needs, tolerances, etc. - use this time to develope and deliver a brand promise stemming directly from the customers themselves!
Please also take a moment to re-read (or read for the first time) one of my previous blog entries called "Market ahead so you don't end up behind" as it also addresses calibration - but in the context of timing and planning in advance.
Many of the services above can be addresses in-house, but I would absolutely recommend considering outside expertise. Check out Rise Interactive in Chicago, IL.
Marc Portugal
Posts
No comments:
Post a Comment