3 Marketing Areas to Focus on If You Want to Grow Your Business
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3 Marketing Areas to Focus on If You Want to Grow Your Business

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I have a small TV in my kitchen and each night as I make dinner, I tune into the local and national news. The picture they paint about the economy and the jobs market has been bleak, but it seems more ...

I have a small TV in my kitchen and each night as I make dinner, I tune into the local and national news. The picture they paint about the economy and the jobs market has been bleak, but it seems more and more, the reports are indicating a shift in the right direction. My ears perk and attention shifts from chopping onions and peppers to attentively watching the TV when I hear about the need for highly skilled IT professionals or programs dedicated to retraining so-called “blue collar” workers to take on manufacturing positions that require technical know-how. It’s heartwarming and fills me with optimism for what’s to come.

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3 Marketing Areas to Focus on If You Want to Grow Your Business Document Transcript

  • 1. 3 Marketing Areas to Focus on If You Want to Grow Your BusinessI have a small TV in my kitchen and each night as I make dinner, I tune into the localand national news. The picture they paint about the economy and the jobs market hasbeen bleak, but it seems more and more, the reports are indicating a shift in the rightdirection. My ears perk and attention shifts from chopping onions and peppers toattentively watching the TV when I hear about the need for highly skilled ITprofessionals or programs dedicated to retraining so-called ―blue collar‖ workers totake on manufacturing positions that require technical know-how. It’s heartwarmingand fills me with optimism for what’s to come.I recently participated in the TechServe Alliance webinar, a presentation given bySenior Economist Andrew Duguay from ITR Economics™,focused on the economy. It too highlighted that there isstill some life left in 2013…that businesses should beaggressive in their planning, even investing now inpreparation for the next three to five or more years.Interest rates are low and although ITR Economicsanticipates a mild recession in 2013, all signs point to aprosperous 2015-2017.Naturally I couldn’t help but think about ClearEdge and therecent investments we’ve made in our talent recentlybringing in four accomplished marketers with a combined 75+ years experience servingsmall and mid-sized technology services, staffing and software companies. Beyondthat, I let my mind wander to our clients and what investments they could or shouldmake now to help meet their business growth goals. What activities could we supportthat would further drive their brand, thought leadership, influence and sales?Obviously each client’s objectives are very different, so there isn’t a one-size-fits-allsolution, but here are three areas I think are worth exploring:1 – A sales lead-driven campaign: I do not envy business developers. Theyhave a tough job that requires immensely thick skin. I’m a notorious peoplepleaser (read → middle child syndrome) and the routine rejection BDs facewould be too much for me to bear. A client I was recently talking to remarkedthat his sales team of four was really, really good. They had a high success rateof closing deals and could work a lead like nobody’s business. The challengewas getting leads in the door. In my mind I thought, isn’t that what marketingis for? Sure, most companies need and want their sales people to have clearlydefined targets and follow the chosen sales methodology for working them, butmarketing can certainly help to supplement the pipeline!Consider the service, solution or software you’d like to promote and then workwith your marketing team or agency to create a program that will support salesleads. It can include emails, pay-per-click ads or social media tactics to name afew. A cleverly designed campaign with clear calls to action and an enticing
  • 2. giveaway (article, webinar, free trial, etc.) can help produce the qualifiedleads your sales team needs and get you to your desired growth goals.2 – A responsive-designed, SEO-optimized website: CareerBuilder recentlyshared some interesting data from their own website – one third of theirvisitors are coming through a mobile device and 40% abandon the applicationprocess when being told they are going to a non-mobile friendly site. Thiscertainly supports much of what we are seeing and hearing: More and morepeople are using their mobile devices to do their online searches (computer usedecreased from 2011 to 2012). Check out your Google Analytics – there is a tabthat lets you easily see how many people are coming to your site from mobiledevices. If you’ve seen a spike, it may be time to consider a responsive design(here’s my colleague, Michelle Krier’s blog, A Winning Website in 2013: Mobile,Social & Ranked, explaining responsive design). If you are in the neighborhoodfor a new website anyway, and in particular if you’re a staffing companyactively recruiting job candidates, it’s strongly worth evaluating.New website or not, I would advise all clients to pay particular attention totheir website’s meta data — that is — the title tags, keywords and descriptions,as well as on-page keyword density to ensure its optimized. The result of thisoptimization? Better results in Google search rankings – something I think everycan agree can have a major impact on your sales. Want to know more about asearch engine-optimized site? Check out Michelle’s blog, 3 Steps to a Solid SEOProgram. If this is an area you’ve already invested in, make sure you aremaking the most of it by continually adding content and actively posting toyour social media profiles, links that drive people back to your website.3 – Sales collateral: In my mind, sales collateral is just one of those must-haves. I think a lot of business owners feel like it’s a waste to print and stockbrochures or sales slicks because they most likely end up getting tossed intothe recycle bin or dated before they get used. Yet many sales people I talk tofeel a lack of credibility without it. Having something to put in front of aprospect gives them a reason to get in front of that prospect. It also helpsvalidate and support key messages, while simultaneously promoting thecompany’s brand. Impactful sales collateral doesn’t have to be a 4-page, 4-color glossy brochure. Sure, those are nice, but think about the sales cycle andwhat collateral would help support your sales people. First, it can be anelectronic PDF; printing isn’t always required. Second, think beyond thetraditional sales slick and capabilities PPT presentation. Although certainlyessential tools in the tool belt, the sales slick can be an unconventionalinfographic, and the PPT can be done using alternatives like Prezi or Keynote.Don’t forget about case studies, which with a willing client, can be done inboth written form and as a video.So, there you have it…when I turned off the TV, started into my fajitas (yes, they hadhefty helpings of refried beans, guac and sour cream), and let my mind consider thepotential businesses have from upward economic trends, sales leads, a responsive
  • 3. and/or SEO-optimized website and sales collateral is where I went. I hope you andyour businesses are also seeing positive momentum. Care to share what investmentsyou are making? Or any good dinner recipes?