by Susan Carol
So many choices, so little time. Organizations of all sizes are grappling with an avalanche of marketing options, potential tactics, and new channels, while also being mindful of constraints on time and resources. To generate awareness of their brand or products, build trust and ultimately gain new business, some are just sticking to what has worked in the past. Others are trying novel approaches they hope will reduce budget yet still produce leads.
We don’t recommend one approach over another. Instead, we recommend refocusing on your marketing objective, producing quality content and knowing your audience. To reach your target and lead them to action, old and new channels need to be tested and integrated.
At Susan Carol Associates, we’re focused on campaigns, thematic consistency, and channel integration. Our strategic planning combines some of what has worked in the past with new tactics that reinforce and expand on earlier successes – and create fresh opportunities.
For example, the campaign might launch with a blog topic of timely importance. Then, that content may be re-purposed for ads and digital mailings as well as short posts in LinkedIn, Twitter or other social media. An expansion on the same theme could be developed for print articles to be published in magazines and later distributed at trade shows or personally delivered to your prospect on a sales call. The campaign would be sustained over enough time to have a measurable impact.
What doesn’t work, from our perspective, is trying one thing and then another, hoping for success by trial and error – but never bringing it all together to really deliver the message, the news, or the offer in a way that gains traction or yields prospects. It’s a waste of marketing resources, and it creates the false conclusion that one channel or another doesn’t work. Many previously proven methods of communications will work even better when combined and used effectively with new approaches.
Let’s talk about cutting marketing clutter and capturing new business. Text me (540-847-1804) or text my community with your thoughts @scapr on Twitter.
