Tips to Market Smarter

1Think “Owned, Earned, Paid”

For marketers who want to truly leverage today’s new media, paid marketing is actually the least desirable route to travel. A few years ago, an article published in the McKinsey Quarterly changed the way that we view marketing efforts. Now, instead of simply acknowledging paid media, such as newspaper ads and billboards, savvy business owners also consider two other areas: owned media and earned media. Before the Internet and the…

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2Put the Right Technology in Place

Today’s technology can help with just about anything: email marketing, product management, collaboration, social media marketing, insights and analytics, and visual content. Marketing-related technology usually falls into two major categories: marketing automation and customer relationship management (CRM). Together, the tailored tools of marketing automation and CRM platforms not only help you to stay on top of all leads and customer relationships but also help you to organize your data, optimize your…

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3View Your Website as Your Online Storefront

The Digital Era is in full swing. 89% of B2B buyers research online before making a purchase.[i] Imagine what could happen if a stronger website presence led to even 5% more conversions into website inquiries, or better yet, phone calls? And what if even one of those leads generated tens of thousands of dollars in sales? The financial outcome of a stronger website presence can be enormous, and it is…

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4Execution, Execution, Execution

In my last tip, I talked about the importance of a well-formulated strategy. Equally important is sound implementation of that strategy. If its execution is sloppy, the strongest marketing plan will fall flat and yield disappointing returns. The same obsession with detail that was used in the development of the strategy must also be demonstrated during the strategy’s implementation phase. Neither solid strategy nor effective execution can stand alone with regard to…

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5Start with a Plan

Overwhelmed by today’s proliferation of communications channels, marketers often focus their attention on the project of the moment. Without a strategy-first approach, these businesses frequently spend their marketing dollars on isolated tactics that generate low ROI. You may think that your company needs a Facebook page or to sponsor a local event. But what you really need to do is to take a step back and look at exactly why…

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6Treat Your Sales Force as a Marketing Channel

Even a small sales force costs more than most small or midsize businesses spend annually on marketing. Optimize yours and make it a marketing channel that efficiently drives new business and grows revenue. Business owners often squirm in their seats when having to decide whether hiring a full-time marketing manager or deploying paid media campaigns are worth the financial risk. Often, every dollar spent on marketing comes under intense scrutiny,…

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7Understand the Difference Between Branding and Marketing

Any business owner or executive will tell you that marketing is important, but many overlook the power of a strong brand. Because it is difficult to quantify and place an ROI on branding efforts, executives often focus solely on marketing activities with the hopes of driving short-term measurable returns. When organizations do invest in branding, it is often around design-driven creative endeavors that an external ad agency they hire devises….

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8Market Internally

At TribalVision, we consider any organization as being composed of three elements: a customer tribe, a partner tribe, and an internal tribe. Any business will operate below its optimum if it does not invest in all of these three elements. The truth is, business owners often focus a disproportionate amount of time on keeping customers happy while ignoring their own internal team.

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9Surround Yourself with the Right People

To maximize growth, you need people throughout your company with the right skill sets — who are passionate and fully engaged with the tasks at hand. We’re guessing this won’t come as a surprise: your staff is key to the success of your business. Without the right people in place throughout your organization, no marketing initiative will achieve its desired ROI potential. According to a study performed by Will Felps,…

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10Hammer Home Your Unique Selling Proposition

First, determine how your company stands out from competitors. Then communicate and support this in every possible way. Consumers today are faced with nearly infinite options. Marketing’s job is to cut through the clutter — and to convince your customers that your product or service is exactly what they need. There is a tendency in the business world to try to be everything to everyone. However, a focused message will…

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