In my last article, What Should a Frustrated Marketer do for 2016? posted 12-15-2016 I received a lot of comments from others, (Check out Comments on Linkedin) who voiced their own perspective on marketing based on their experience. It was a great way to learn from others and see how others were thinking on this topic.
Today – I wanted to follow-up this article and tell you that I can’t wait for 2016 to get here.
We have so many opportunities to succeed in 2016.
I am focusing on the following areas: Client Experience, Getting Simpler, Learning More/Faster Implementation
If you quickly want to improve your product/service and gain more sales ask your clients how you can improve your service to them. This information is vital to your company moving forward. Ask your clients about their experience with respect to your:
Website – Can people locate information and make decisions in less than 5 seconds? (Think about this for a bit)
Staff – Are your service staff knowledgeable on products/services? Do all of them have backups with the same level of knowledge? When your main people are out of the office does service drop off?
Focus on improving your service a little bit in a particular area and you will see a return on this investment.
Processes today need to be reviewed and improved. To keep up with the pace of change it will be necessary to continue to improve processes and make them simpler.
Today, we are in information overload and more focus needs to be made on improvements that make our companies more effective and efficient in servicing clients’ needs faster with better quality and service.
Make it easy for people to get in contact with you. Post your phone number, encourage people to sign-up or send in their questions. Invite people to connect with you. Surprisingly, many companies still do not think this is important.
Learning More/Faster Implementation
Learn and listen to others. In 2015, I have learned the most by talking directly to other company representatives and looking closer at their processes. It is critical to involve others inside and outside of our companies to make and implement decisions quicker and faster.
Many large companies achieve this through mergers and acquisitions. For companies like myself, its more about getting out and checking out the latest trends in technology, service, management styles and leadership styles.
Getting your message out to the masses
This is where areas such as social media, content marketing, videos, blogs, traditional and digital media come into play. How will you get your message out? Where should time and resources be focused? What are your objectives?
Review your metrics and discover new ways to measure your success
I look at analytics much differently than I did a few years ago. Ultimately, as a marketer I need to bring in more revenue and look for ways to increase business with current accounts and continue to add new accounts. I am looking closer at the following:
- account activity – what products/services are popular, seasonable
- new accounts – how they found our company
- documenting client complaints – evaluate root cause, implementing corrective actions
- client inquiries -answering questions faster and more complete
- reducing client lead time – staying in contact with people who show interest
- new client introductions – document and follow
I still look occasionally at other google analytics metrics, but I have gone back to looking at areas that make a difference.
As you can see, the decision on whether you want to be successful in 2016 is really up to you. You can look and see where you need to focus your time and efforts. Sometimes we make marketing too complex. We read an article or two that indicates we need to do something or we will fail. Last time I looked no marketer died by not implementing or not implementing a certain strategy.
As you can see, I have gone back to the basics and in the process I have felt a whole new sense of freedom with respect to this process. It is still a lot of work, but when things are put into perspective the future looks very bright.