How will you set your marketing budget-same as this year or a few percent more? Better to consider your budget as a weapon to use offensively or defensively against competitors. Where do you need it to capture new territory or defend what you have?
Speaking of logos, here is a good test. Put your logo next to some of your competitors plus the 2 or 3 largest companies in your field. How does it compare? Perhaps it’s time to discuss a new one?
When was the last time you took an objective look at your logo? What image does it communicate-none, fancy, old-fashioned, weak, bold, powerful, capable? Have you thought about what image you want it to communicate about your company?
Most people think of keywords to be used only in social media. But you should have a list of keywords to reinforce your brand and product message repeating them often, even in ads and press releases.
You may have a product to sell. But the best marketing sells an idea and not the product. What is the idea, concept or solution that your product provides and then make your marketing message communicate that idea.
Try to make your B2b press release and story relate to the news. It doesn’t matter if you’re a lawyer, architect, wealth manager, or manufacturer, it you can link your message to a current event writer will be more likely to use it.
To be most effective in marketing, one must truly understand the buyer process, meaning how the buyer obtains information, together with the steps they take and thinking they do along the path culminating in making the purchase.
True leads often come in later in the marketing funnel than at the top. Therefore your marketing strategy must be designed to put your company in front of prospects and start the marketing process well before they turn into leads. Sometimes that takes months or years.
Customers are expensive to get and less expensive to keep. As you plan your 2020 marketing campaign, devote as much attention after a purchase to keep customer loyalty as before. Come up with 5-10 things you’ll do as part of your post-sale campaign.
Does your organization have a thought leader…one person people think of as an expert in your industry because they see them consistently in media, speaking and in social media? One of GroupLevinson’s specialties is in developing thought leadership for clients.
It’s important to know who your costomers are but also important know who your customers trust. Then enlist those people to endorse your products. It may even be other customers who your customers trust most.
You may have heard of using influencers to promote products, but they can be difficult to enlist for promotion and expensive. Consider using MICRO-influencers, people with smaller audiences but still influential, more targeted and often more believable.
Rookie content writer mistake…saving the most important point or fact until last. In PR, it’s exactly the opposite. Lead with the most important fact or point to capture the attention first, as readers drop off as you get deeper into the article.
Health Care Protection Tips and Ideas for Employers and Individuals
. . . . . . . . . . . . . . . . . . . . . Cogitations, Ruminations & Recommendations . . . . . . . . . . . . . . . . . . . . . From GroupLevinson Advertising, Branding, Websites, Social Media & Public Relations
writer, speaker and advisor on effective leadership