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Posted on Tue, 12/20/2011 - 01:24 PM by
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How are you building your marketing’s foundation?
Over the next few weeks, as we head towards 2012, I want to get you thinking about your business in a new/fresh way. I’m going to ask a single question in each post — but I’m warning you, these aren’t slam dunk questions. I’m hopeful that as you ponder my question — it will give you some ideas for making 2012 a break out year for your organization. If nothing else — this exercise should fine tune some of your marketing efforts. How are you building your marketing foundation? We’ve talked a lot about the know • like • trust model. If you remember, the final leg of that equation is that consistency creates trust and trust leads to sales. How do you generate that trust? By building a marketing foundation. And here’s how you go about that. You do one thing on a regular (daily, weekly or monthly) basis that will add incredible value for your prospects and customers. This is something that, if you stopped doing it or skipped a week — they’d not only notice the absence but they’d actually miss it. What is the one thing? It’s going to be different for every one of us — depending on our industry, our clientele, our position in the market place, our bandwidth and our organization’s culture. It could be as simple as an enewsletter or as complex as a podcast where you interview leading experts in your field every week. It might be a cartoon or an ongoing video series. No matter what form it takes, it must meet these criteria to qualify:
This is going to require some creativity on your part. And some discipline. As soon as an idea starts to sound at all like a sales tool or gimmick, smack yourself. That’s the kiss of death. And it is the mistake 90% of all organizations make. They just can’t resist hinting at or outright asking for the sale. If you truly adopt this effort — you will create long lasting relationships with clients and prospects. You’ll also create a word of mouth marketing machine, as your audience shares your offerings far and wide. Start with that first building block…and you’ll be amazed at how quickly you’ve built something worthwhile.  Related posts: MORE NEWS FROM DREWS MARKETING MINUTEAre you falling behind when it comes to mobile?I think it is fascinating in a “I don’t get it” sort of way. We all know that mobile is where digital is headed. We’ve all repeated the “by 2015, the #1 way we will access the internet is through our smart phones” and yet… it seems like most people are lollygagging along when it comes to getting onto the mobile train. Going viral = out of your controlIt seems like one of the goals I hear more and more is… “and we want it to go viral.” I translate that to mean — we want a lot of people to see it. 9 Keys to Wicked Awesome Landing PagesNote from Drew: Every once in awhile I like to open up the blog to a guest with a depth of expertise that I think you’ll benefit from. Here’s Jason Well’s take on landing pages. What can you learn from a small town?Turns out, quite a bit. The whole concept of having a marketplace is blurry today. It used to be — you sold stuff to your neighbors because they were the only ones close enough to buy from you. But today the world is one “global small town” where all your customers can talk directly to e... What is the next step?That’s the question you should ask yourself as you create any marketing piece. ”What is the next step I want the prospect to take?” RELATED SMALL BUSINESS NEWSWhy I’m Not Sure Google Will “Nail” the Places-Plus IntegrationDavid Mihm wrote an epic post earlier this week about the eventual merge/integration of Google Places and Google Plus. (It would help if you read that post before continuing on here.) What If Your Customers Could Talk to Your CRMI spend a lot of time talking to and about the stuff that we do to make it work now. So sometimes it’s a real treat to get to talk to someone that’s so far out ahead of most of us in their thinking that you pretty much just listen with your mouth open when they talk. (I would put my conversati... Who Doesn’t Need Great Free Stuff?Next week is National Small Business Week in the United States and to help celebrate all things small business I’m holding a live webcast where, among other things, I’m going to give a number of lucky participants some awesome business tools like: A copy of Premise Landing Page Softwa... 5 Reasons Why Landing Pages Are a MustOnline marketers have used the term “landing page” for many years to describe a sales tactic focused on getting people to take one, specific action. Today, landing pages have simply become a required element in the marketing toolbox for every imaginable business, including local brick and mort... SBSM Flashback: May 2011For those of you who are new SBSM readers & subscribers, here’s a list of noteworthy posts you probably missed from one year ago. I try to put together a post like this each month to introduce new readers to old content that might be worth reading. |
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