Six Marketing Intentions for 2010 (by Christopher Ryan)
You are probably in the process of planning your marketing strategies for the year 2010 including what many term “resolutions.” However, notice that I used the word “intentions” and not “resolutions” in the title. When you resolve to do something, it means you do the best you can. But as Winston Churchill said, “It’s not enough that we do our best, sometimes we have to do what is required.” In the spirit of doing what is required, here is what we at Fusion Marketing Partners intend to do in 2010.
- Keep learning. Since marketing and sales techniques and technologies are changing rapidly, we intend to stay on top of the latest for ourselves and our clients.
- Stay at the “leading edge” not the “bleeding edge.” While we need to know about (and test) the latest techniques, it is important that we concentrate the majority of our budget and human resources on that which has a high probability of success. We want to leverage the latest demonstrably effective technology, not just the coolest shiny thing. There is a danger of being on the bleeding edge, since not all early-adopter technologies prove themselves valuable.
- Practice what we preach. There is a tendency for marketing services companies to tell clients to do one thing and then do the exact opposite for their own firms. At FMP we encourage the use of social media so we intend to set a good example and continue to employ these techniques ourselves.
- Be patient and consistent. There is seldom a quick fix for what ails you in B2B marketing and sales. Prospects are distracted because they are deluged with competing messages. We will resist the urge to change the message too often and rather will present a consistent and compelling brand promise.
- Generate lots of top-quality content. In the era of social media, to gain attention and market share, companies need a steady stream of fresh content that is relevant to their target audience. We intend to supply that content for our clients and ourselves.
- Use low-cost methods to get big results. Everything we do needs to be efficient so we will use the least expensive programs and techniques to achieve a given result, without sacrificing an ounce of quality or professionalism.
Bill Petro
Right on, Chris.
1) Keep learning, it’s a matter of “personal culture.” Not everyone is life-long learner, but those who are can bring an inquisitive perspective to any business challenge.
2) It’s is difficult to tell with new technologies whether they’re going to “stick” or not. In tracking technology trends, one sees the fads and the fabulous. It takes a keen eye to tell the difference.
Nancy Reed
Christopher is correct in stating that marketing and sales techniques are changing rapidly and I am amazed at how quickly social media has gained momentum and moved to the forefront as a key marketing tool. The world of marketing has changed forever, but it is a positive and powerful change.
For those of us who have worked in the industry for many years know, if you don’t stay up with the latest trends, your professional skills could become “old school” and/or obsolete and this could show in your company’s bottom line results. 2010 is a great year to commit to and focus on learning about social media and networking along with positioning one’s marketing strategy to incorporate these new tools with compelling and consistent brand-building content.
It is an exciting time for those of us in marketing and sales as we can now pull customers to us utilizing social media and then combine this with traditional push marketing tactics, resulting in increased visibility, leads and sales!
John Leavy
Chris,
I love the fact that you used the word “intentions”. People’s “resolutions” seems to get lost some time around Jnauary 15th. I also like that you have learning first on the list…I love to learn. Perhaps I would add a number seven…and that would be to listen…I have learned so much by listening to people…whether they are clients or those I work with. Have a great year!