Archive for December, 2008

Stuff Your Business Stocking With Marketing ROI in 2009.

Wednesday, December 17th, 2008

Can you boost your marketing ROI in 2009? Sure you can. Here’s nine ideas you can put into motion today.

1. If you are like most, the 80/20 rule applies in your business. Segment you customer data and identify those producing the most revenue. Send them a personal note thanking them for their loyalty.

2. Stop marketing to the dead leads on your list. Replace them with leads that better match your best customer profile.

3. Don’t have a best customer profile? Mine your data and develop one.

4. Demand that every marketing dollar spent in 2009 will be measured.

5. Provide information to your prospects and customers that will help them impact their business.

6. Create a digital dialogue with your customers. Notice I said “dialogue.” Ask for feedback.

7. Find ways to add value to the product or service that you market.

8. Actively reengage warm leads.

9. Smile when you talk. Even if you’re on the phone. It works.

There’s no reason to believe that 2009 is going to be any easier than 2008. And, this makes it a perfect time to dedicate yourself and your team to doing everything you can to ensure dollars are deployed strategically and everything has a metric attached to it.

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Posted in Customers, Lead Nurturing, Marketing, Return On Marketing Investment | 1 Comment »

There’s No Marketing ROI In Obsessing About Gloom & Doom

Tuesday, December 9th, 2008

OK, I’ve had it. In almost every conversation I have these days, someone has to do the “woe is us” speech. Instead of “woe”, I say, WHOA.

Let’s stop talking right now about what’s wrong and focus on what we can do that’s not only right, but likely profitable.

There has never been a better time for companies to commit to building market share through intelligence-driven marketing. Taking the time to understand customers and prospects will yield sustainable growth. But, it requires action.

Engage your customers and your prospects in a digital dialogue. Invite them to share their perspective and then tailor your message to their needs. Create a “drip” stream of communications that highlight your solutions, approach or products that will enhance their efforts.

Develop a bond based on shared knowledge and commitment to delivering exceptional value. Even if they aren’t buying now, they will again sometime. And, it might as well be from you.

If you don’t have a segmented database with full customer profiles you can still engage your marketplace. There are plenty of tools available to create a robust digital dialogue. Better yet, find a marketing group eager to help you build share through on-target, systematic communication.

For every minute I hear someone focused on what’s wrong, I’m going to spend five working as hard as I can to be a valued resource and boost marketing ROI for our business partners.

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Posted in Customers, Marketing Intelligence, Return On Marketing Investment, Segmentation | 1 Comment »

Good ROI On Your Reading Time …Three Quick Reads.

Monday, December 1st, 2008

Here are three really quick reads that you may find interesting. Let me know what you takeaway from them.

Three Of Five Adults Shop Online

A new report from The Media Audit indicates that three in five adults shop online at least once a year, while one in five shop at least once a month.

Online Reviews Second Only To Word Of Mouth In Purchasing Decisions

New data from Rubicon Consulting demonstrates the importance of online product reviews and word of mouth when deciding on what to purchase.

Most Fortune 500 Companies Have Low Internet Visibility

A new report from “Conductor,” a New York based search agency indicates that most of America’s biggest corporations have limited Internet visibility, as indicated when doing a natural search, using the keyword phrases most commonly associated with their services or products.

What did you learn from those three quick reads? Here’s my takeaway:

1. Even if you’re not selling a product online, you can build a list of interested prospects by offering to give them something for free in exchange for their information. For example, you could offer a “free report” on some aspect of your industry.

2. Ask your customer to comment on your service or product. Testimonials work!

3. If you’re a smaller company, use your size to your advantage. Claim your Internet space and slay the giant.

The opportunity to boost ROI is all around us. We just need to pay attention and act. Let me hear from you.

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Posted in Customers, Direct Marketing, Lead Generation, Marketing Intelligence, Return On Marketing Investment | 1 Comment »