2014 Marketing Resolutions

1. Use data.  Spend a little money on data, be it as simple as Google Analytics to monitor your Website behavior to purchasing outside data and conducting qualitative and quantitative research to identify market opportunities and positioning.  This past year, one healthcare client used outside data and implemented market research projects to identify market opportunities, services to promote, positioning and marketing channel strategy.  The result: a well-thought out marketing plan.  Another client, using Google Analytics, discovered that 25% of their Web visits were mobile, and decided to make their site more mobile friendly (see #8 below).  Spending a little money on data (big data or little data) ensures that when you spend a lot of money on implementation, you are doing it right. 
2. Think print.  Most people think print is so 20^th century.  But great print can create a dramatic impression on your prospects, and can greatly enhance your sales efforts.  This past year, a high-end construction company client created two amazing brochures to show to prospects.  It showed they did great work, communicated their positioning, and put them at an advantage against competitors lacking a showcase piece.
3. Proofread.  You spend a fortune on great online and offline marketing, and it is all ruined because of typos, grammatical errors, etc.  We’ve all seen it.  And here is what people think: “if they cannot even get that right, why should I trust them to become a customer.”  If you are a poor speller or do not have a grasp on proper grammar, find someone who can do the job for you.
4. Think “social” responsibly.  Effectively using social media is not just posting something every now and then.  If you are going to commit to marketing via social media, do it.  Social media only work when you have a well crafted plan, and stick to it.  If you have the ability to do it fine.  Otherwise, hire somebody.
5. Find your voice.  If you are outsourcing social media or blogging or anything else for that matter, it still needs to be your voice.  There are certainly people out there who are experts at communicating what you want to say.  But what you want to say has to come from you.
6. Differentiate.  Why do people buy from you?  What needs do you fill, and why do customers buy from you instead of your competition?  You need to figure that out and communicate it.  That point was really brought home to me during my town’s debate over whether to allow Wal-Mart to move in.  One argument against was because small business could not compete against Wal-Mart.  Well, of course they could not compete…on price.  Any small business that competes on price will eventually lose.  But a small business that can differentiate on another attribute like quality or service or reliability…now that business can wallop Wal-Mart.
7. Video.  Video is becoming more important for Search Engine Optimization.  But it is video embedded on your site, not just a link to YouTube.  So whenever you can, think video.  Some examples of what you can embed: your TV commercials; health tips (especially great for healthcare providers, pharma companies, etc.), tours (especially great for architects and construction companies).
8. Mobilize.  More and more Web visits are generated through mobile devices.  This trend will only increase.  So make sure your site is mobile friendly both in look and functionality. 
9. Focus on your target market.  Even though you want to get as much business as you can, you cannot be all things to all people.  Focus on who you want to target (the audience best suited for your product or service), and don’t expend energy going after prospects outside your target market.  If you do, chances are you will not get that business anyway.
10. Make money, have fun.  I decided I needed a 10^th resolution, so I added this.  Of course, it is easier to have fun when you are making money.  But making money if you aren’t having fun is, well, not fun.  So resolve to have fun while you have your most profitable year ever.