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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Knowing When ‘No’ is the Right Answer

While agility is key in this market, knowing when to say “no” is just as important. This week was an interesting one for Essential Marketing Group and a few of my colleagues who are branching out into new terrains. A new potential client got in touch, a project that was not a good fit was passed up, and the future is unfolding with a brighter outlook.

Sometimes, it’s not just getting any work that makes a business productive. You have to know when and where to invest your time versus just taking a job to stay busy, yet marginally profitable.We all know this — it’s just a question of whether we put it into practice.

One thing is for certain, in business — like in life — you should never stop learning. And you should never be afraid to try a new path, even if the one you’ve been on has produced results in the past. There’s always a better you lurking inside waiting to come out. Just take a deep breath and let it out.

Go forth and do, my friends. Be your best self!

Retooling in a Tough Economy

Over the past few months, I’ve been in touch with freelance colleagues who have opened their minds to new lines of work. As budgets tighten and freelance projects ebb and flow, you can’t just call prospects and tell them what you want to do anymore. You have to listen with the ears of an elephant and provide the exact type of value they are looking for.

If it’s SEO, then you will provide that service. If it’s a CRM system, you will take that on. The old adage of do what you love and the money will come is likely due for an update. Should your bank account allow you this luxury, good on ‘ya. But if you are working to make ends meet, it’s time to widen your horizons.

It seems like the late 90s was about sticking to core business — learning what you’re best at and focusing on that. Now, I think that’s changing. Diversification is the way to get more in your net. It takes more work because you are having to learn more new things for your wider array of clients. And, if you don’t have that nice fat anchor client, again you are working harder to keep five or ten clients happy versus just one.

But, as the economy ebbs and flows on its way back to balance, we are all morphing and managing with new tactics and services.