Today is the vernal equinox, meaning that spring is finally here!
Spring is always a good time to clean house. For our marketing spring cleaning we should give some new attention how we expend our efforts and budget, and also to give our materials a fresh eye. See below for some ideas on these topics.
My next blogging workshop will be in a new location! I am still confirming the date (most likely Friday, May 17) but it will take place at Link Locale, a co-working spot in the Clarendon section of Arlington, VA. Stay tuned for details.
Finally, I am putting together a presentation on newsletters and I need your input (and that of your friends and colleagues). Please take a couple minutes to answer my short, seven-question survey on what you like and dislike about newsletters. If you have any ideas about newsletter, send me an email. All input is valuable!
Wishing you an energy (and sun) filled spring!
Deborah
Where to allocate marketing effort and dollars
Should I spend on Facebook advertising? Should I pay for Google ads? What about promoted Tweets? Where to allocate your marketing efforts and your budget is a huge question, and one that should NOT be considered on a case-by-case basis. Ideally, you should have a marketing plan that outlines your goals, as these will help direct your strategies and tactics. (Read my blog post about how to decide where to advertise.)
That said, I believe your marketing efforts should be concentrated on improving your own marketing “property.” Too many companies and organizations are spending inordinate amounts of time and energy on social media like Facebook and Twitter, and spending far less on their own websites and marketing materials. Remember, you own your website, and as such, you have control over it. You don’t own your page on Facebook—Facebook does. Facebook can and does change things when it is expedient for Facebook, without having to consult with users.
The same is true for any company out there that gets users “for free.” Google has just sparked great outrage by deciding to kill its Reader (anyone that has taken my workshops knows that I am a huge fan of Google Reader and advocate using it as a source of inspiration). Google has made a decision independent of what users want. Ultimately, users are left in the cold when these companies decide to get rid of services, charge for those services or change them in any way.
Unless you want to scramble every time Facebook, Google, or Twitter changes its policies or offerings, you should concentrate on developing your own marketing property. You don’t have to get rid of your Facebook page or Twitter handle. You should continue to use social media (and SEO), but use it mainly to get people to your website and/or blog. Use social media to push people to call you to request information.
Workshops and presentations
The next blogging workshop is being scheduled, tentatively for Friday, May 17, in Arlington, VA. Check the calendar section of my website for registration and details
I am also available for on-site specialized training on blog writing. Please contact me if you are interested in obtaining details.
Communications tip: audit materials regularly
When was the last time you took a long (critical) look at all of your marketing materials? It 's a good idea to audit regularly. Don't be like the writer (not me!) that had a testimonial on her website lauding her for "copyrighting." It's hard to audit your own stuff, but doable. Gather everything you have (brochures, printed copy of website, latest press releases, etc.) and check for the following:
* Consistency of message
* Completeness/currency (are you still offering the same products/services?)
* Spelling and grammar (and typos)
You may find that this exercise calls for outside help. If so, please contact me.
Deborah Brody Marketing Communications Services
▪ Communications and social media consulting ▪ Communications and social media audits ▪ Writing and editing of marketing materials ▪ Specialized training and workshops
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