Too many articles talk about how marketers need to know where there clients or potential clients are and make sure you are on those platforms engaging with some type of plan. The fallacy here is that planning based on platforms or tools can often times lead to poor results and abandoned campaigns.
I read this article, 3 Reasons Why Relying on Social-Media Marketing Is a Losing Strategy by Kimanzi Constable, November 24, 2014 and it really made me think a lot about how tools and platforms are continually changing directions. It is well worth the read and it will help you start realizing some perspective.
Look at the three key topics:
1. The organic reach will continue to decrease
2. The platforms aren’t yours
3. A diverse strategy ensures success
After reading more about these topics, you may feel that you are less and less in control. This could not be further from the truth.
It is time for a better focus. (FOCUSED ON OUTCOMES AND NOT ON TOOLS/PLATFORM SUCCESS)
DEVELOP A MARKETING STRATEGY that puts the focus on your company’s initiatives and less on items like social media, seo and how you need to make sure you are in all of these different platforms and tools, (This last part is a given)
- In order to be successful, we need to put the focus on the company
- How do people hear about our products/services?
- Why should people be interested in our products/services?
- Which target markets does our product/service most resonate with?
- How do we get that message out to this market?
- What do we need to do to keep current clients?
- What marketing projects have worked in the past and which projects have failed?
- What things can we do differently than our competitors are doing?
DEVELOPING METRICS TO MEASURE SUCCESS – How can we measure our efforts from a business standpoint?
- Track the volume of phone calls
- Watch inbound traffic to website and Follow-up with visitors to our site. (Hubspot – Provides this type of reporting)
- Write more specific content, share it and see what type of reaction people have towards it. (Linkedin has a great blogging tool that will instantly tell you what type of clients like your content)
- Create brochures that can be used as action forms. See how many brochures come back wanting more information.
- Create an offer – Give something away for downloading an e-book or give away a coupon
- Track how many new accounts are opened
- Check out account activity and see if clients are increasing business, staying relatively the same or decreasing their business with you.
- Track inquiries – Total number and topics being asked. It might show potential markets that you want to get in.
- Continue to develop a Lead list, make sure contact is made periodically.
- Conduct a review of accounts every quarter and look what your top accounts are purchasing more closely. Converse – check lower accounts and see what they are purchasing.
- If you are around people who talk about how Twitter or FaceBook is bringing them the most clients, ask more questions. Find out how they measure success. You might be surprised.
- SEO can still work, put more effort in developing rich content and less into the number of key words you are using. Write content that people will be interested. in
- Marketing metrics should tie directly to overall financial numbers in order to get real value out of the numbers. Numbers only based on hits, likes, comments or retweets are not sustainable in the long-term.
- Make sure your website is updated with the latest technology to be read on different devices like phones, tablets and computers. (Are you following the latest news with respect to television viewing?)
- Be smarter about what you read. Read more articles from people who are actually writing about experiences and not curating other people’s work.
FOCUS for 2015
Move away from a tool focus and get back to focusing on meeting and exceeding the needs of your clients. Take that message out on the different platforms and find ways to use tools to measure your performance. Continue to be innovatie and look for the following moments along the way:
- A-ha moments,
- Continually change and update
- Bad experiences
- Identify leads that became clients as a result of your efforts
- Discover new methods for using tools and methods
Remember to document these moments for future reference. Consider keeping a journal.
Good luck with your 2015 Strategy!
Image courtesy of Stuart Miles at FreeDigitalPhotos.net