A Marketing Program in 7 Steps

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Throughout my career, I have always tried to simplify the difficult by breaking it down into the most straightforward terms. Maybe it was just my own defense mechanism so I could grasp complex scenarios. Whether my projects entailed working with the CEO or the receptionist, I have always tried to keep things direct and to the point. To me, the more people “get” what you’re trying to say, the better your chances of winning them over. And, being clear widens your audience, because more people understand you.

While this isn’t rocket science, I hear companies elevating  their pitch so high it makes you want to reach for the oxygen tank. I don’t think complexity implies better. And frankly, at the customer level I think it can be a losing proposition.

Here’s a simple outline for creating a straightforward marketing program in 7 steps.

1. Focus – Understand the project goals. What are you trying to accomplish?
2. Research – Acknowledge the marketplace. Who is the audience? What are their challenges?
3. Recommend – Prepare a plan. Include all the elements of your program and the process for rolling it all out. Tabulate the budget and have your CRM system in place.
4. Create – Create the required tools, collateral pieces, and sales materials. Do internal role-playing to make sure everyone is walking the walk and talking the talk.
5. Implement – Put the program to work.
6. Watch – Measure the results. Who converted, and at what point in the process?
7. Learn – Adjust for greater results.

To a novice marketeer, this might still sound difficult. But at least it gives you a framework from which to begin. Of course, the bottom line to any great program begins with a great product. It has to be something people or companies actually need. But, once you have the leading product and it solves the identified challenges effectively and efficiently, the rest should be history.

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Are We Clogging the Internet with Content? Or…Who Killed Direct Mail?

A recent writing gig made me think about the frenzy that many companies are in to generate content for SEO. I’m wondering if we’re losing sight of the real purpose of communications. A graduate of the school of keeping it simple, I believe being clear, concise, and direct is the right approach when you’re generating collateral or really any communications for your company – even if your product is a complex technology.

With that said, does it seem like some are aimlessly clogging the Internet with content? Many companies push out content faster than a sausage machine. Is it to increase organic ranking on Google? If this is the case, I say be careful how much you spend generating that sausage because Google likes to change things up. Every day there’s a new twist on SEO, how to optimize websites, and what makes things relevant. Fairly recently, the buzz is all about having video on your site. Quick! Run out and develop a video! Without sounding like a total Luddite, I kind of want to open the window, lean out, and say: Fingers off your keyboards and drop those cameras!

The fire hose of posts seem mostly to come from small- to medium-sized businesses, and I’m not begrudging them for promoting their business. But sometimes seeing that same article topic in the sidebar everywhere online is like being in the middle of a bunch of lunch hour shoppers throwing elbows at the Nordstrom Half-Yearly Sale. Undoubtedly, companies publish these articles to create incoming links so Google will shine down on them with increased organic ranking. Their goal is obviously to have potential prospects see the link, click it, and convert into a sale. Though I understand why it’s done (sort of), in some ways it strikes me as a de-evolution of our business sense. Don’t we already have a better, faster, and more predictable way to get to our prospects? Isn’t it called direct mail?

Wes Armstrong, a San Diego business professional, offers an opposing viewpoint. He feels current internet marketing strategies rely heavily upon instantaneous reaction and that social media enables marketing nirvana because marketers can position within exact demographics based on location, interests, and other markers. And, I do agree with Wes. Yet still, I get discouraged by the low quality and profuseness of junk I see online every day. I want to believe marketing and business standards are still intact, and that it’s not all about margins and profits. What we can’t deny is that the business world is rife with complex challenges and economies and that everyone is juggling to reach that customer six ways to Sunday.

It’s interesting to think back over the progression of lead generation. We started with the Fuller Brush Man and door-to-door life insurance salesmen. We still, to some degree, have telemarketing – though it usually leaves a bitter taste especially when the call comes at dinner time. Direct mail, too, has black marks related to the environment, low open and conversation rates, and cost with rising postage rates.

Nevertheless, the idea that you can buy a list of your exact prospects according to a whole host of data points and mail something directly to them sure sounds smart when you compare it to the needle-in-the-haystack approach of optimizing your site for SEO to increase your organic Google ranking and then hoping the right person clicks the link, visits your site, and stays long enough to do what you want them to do. Call me crazy, but the days of the one-two punch (a letter, then a follow-up call) sound kind of sane compared to the clandestine machinations of SEO. But, there are costs to compare and you can get content writers these days to pump out fluffy articles for small change and SEO services are still fairly cheap. And, of course you can pay to play with Google AdWords.

It just makes me grin to think of the armies of writers out there tapping away at their keyboards clogging the Internet with content. Here you go boss, here’s article number 455 talking about our new acai berry drink.

This could all be moot shortly though. I recently heard from a colleague who sells new media at AT&T that Google is making their entire page-one search results completely pay-per-click. It could be a rumor, but that sure would change things. What does that do to the SEO agencies? Will they have to write twice as many articles to vie for a ‘top of page-two’ location? I fear the onslaught of words now – all pushing and shoving to get in front of our eyeballs.

For information about how you can purchase a list of your prospects and implement a direct mail program, contact Ross Ridder at DMR Direct – 760-943-6205. You can also learn more about DMR Direct here.

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