December: It’s That Time of Year When the World Starts . . . Planning Their 2015 Marketing Strategy?
Ah, the holidays . . . shopping, wrapping presents, cards, the tree, and the endless demands of your family and business. What about trying to squeeze in a little time for yourself for holiday drinks with friends. It’s bedlam. But this is also the perfect time to work on your marketing plan. Happily, things are a little different this year—the economy is stronger and you’ve probably got a little money to actually spend on marketing, so the challenge is how to make the most of that marketing dollar. It’s that time of year when the world starts . . . planning their 2015 marketing strategy?
Seat of the pants marketing is never an effective strategy
A marketing plan provides structure. If you’re lucky enough to have a team, it assigns responsibilities—you don’t have to do it all—along with that all-important budget. Sometimes it’s hard to describe to clients the importance of a marketing budget—“Oh—I know about how much I spend”. The operative word is about and the reality is that you don’t really know how much you spend. Little costs are cumulative you don’t have any idea if your marketing efforts are delivering any ROI.
A good example of bad marketing spend: Ill-managed PPC campaigns
I can’t tell you how many people I talk to who dabble in PPC—either on Google or Facebook. Most have no idea what they’re doing, which they freely admit, but they figure it’s the thing to be doing. The problem is that PPC gets expensive very quickly, so they discontinue the campaign before they have a chance to realize any ROI. A bit like a day at the craps table in Las Vegas, this is also a colossal waste of time and money—and the odds are not on your side.
Missed opportunities: a huge email list and no newsletter
Many people think we’ve saturated the HTML email space, and there’s no question that there’s been significant overload, but when I talk to a client who’s sitting on 3,000+ email addresses who doesn’t send out at least a quarterly newsletter because no one in his company likes to write, this is clearly lives at the intersection of low hanging fruit and missed opportunities.
Making informed decisions about marketing spend
Marketing is not an exact science. Despite enlightened collaboration—my years of marketing experience and your industry expertise—not every effort is going to be successful. But with a marketing plan and careful monitoring in place, we can make careful, informed decisions about how to spend your marketing dollar.
A good marketing consultant is someone who takes the time to understand your industry, helps you upgrade and integrate your marketing efforts and implement a marketing plan that will increase sales. We become trusted advisers to our clients.
Need some help developing your 2015 marketing plan? Talk to us at Top of Mind Marketing. We’re marketing strategists and content marketing experts.