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In the two years following a recession, firms that invested more in marketing (during the downturn) realized a 4.3% increase in their ROI compared to companies that simply maintained or even cut their level of marketing effort
(Source: PIMS Associates/Strategic Planning Institute, 2008)
Firms that increase their marketing activity during a recession grow significantly faster than firms that maintain or decrease their marketing spend.
(Source: Journal of Strategy & Leadership, Vol.31, Issue 4)
Some examples of successful marketing during a recession are:
Proctor and Gamble successfully marketed Ivory Soap during the Great Depression.
Intel initiated the campaign "Intel Inside” during the 1990-1991 recession.
Wal-Mart launched its "Every Day Low Prices" campaign in 2000-2001.
1% response rate 10 raw leads 50% qualified 5 qualified leads 50% close rate 2.5 sold deals ASP $5K : $12.5K sold $5K (DM, TM) = 1:3 ROI Traditional DR campaign 100 customers 5% referrals 5 referral leads 80% qualified 4 qualified leads 75% close rate 3 sold deals ASP $5K : $15K sold $500 (RP) = 1:30 ROI Systematic Referral Program
"I'm on assignment for TechTarget for an article on ERP for the manufacturing industry. I'm seeking industry experts and sources to discuss same.
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PR includes listening to what others say about you - Google Alerts , Technorati.com , (track blogs), Backtype.com (remind yourself where you have commented), Ensembli.com (learns and filters based on the stories you read most)
Aggressive identification of keywords - optimize for each significant page on your site
Development of deep content that feeds search engine spiders and attracts incoming links
Constant monitoring of your site statistics to track trends and progress
Remember titles and meta descriptions. "Titles" are the words that appear at the top of the visitor's Web browser.
Change any “click here” links -they describe the content on the page you’re linking to; i.e., “ERP Whitepaper” is better anchor text than “click here.”
Ask yourself, "How can I use my Web metrics to show how our site is improving those goals for the organization?"
Forgotten analytics - hassled by visiting Google Analytics every day or every week? Use the Email function to have Google Analytics send the data directly to your In box. A time saver forcing you to be aware of how your site is doing.
Email this page, RSS feeds, Social Media links out
Claim your social media name/profiles
Create accounts for your business, link back to your site
Claim your Google Maps listing
Go to Google Maps and search for yourself (such as by business name and city name]). If your business is there, click the EDIT link, and then click CLAIM YOUR BUSINESS. If you’re not listed, use the Google Local Business Center and follow the directions to add your business.
Do the same at Yahoo Local and Microsoft Live Search Maps
The steps are pretty similar. Search for your business on Yahoo Local and Microsoft Live Search Maps . Yahoo specifically asks, “Own this business?” with a link to claim it. Live Search has a link that says “Change Your Business Listing.” If you need to create listings, use these links: Yahoo Local and Microsoft Live Maps .
Extra Credit: Claim or cleanup your local listings on Citysearch , Yelp , online yellow pages, and similar sites
Be sure you’re listed in the Yahoo Directory , Open Directory , Business.com , and Best of the Web directories. Open Directory is the only one that’s free, but it can also be the hardest listing to get. (Submit and forget is the rule there.) Directory listings aren’t a golden ticket to high search engine visibility, but they do represent the foundation of a link building effort.
Offering a 20% discount on our web packages, as well as a 12-month, interest-free payment option for the Business Partner's portion of our services. To take advantage of these offers, Business Partners must reserve co-op funds with us by the conclusion of the show this week and commit them by the end of the month.
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