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Seven Marketing Strategies You Can Take to the Bank in 2012
By Bob Martel, Marketing Consultant and Writer

Now is the perfect time to ensure your 2012 success. Focus on the marketing fundamentals for your particular business, with an open mind about what may work in your industry. As you prepare your 2012 marketing strategy, with an eye on building perceived value and the lifetime value of every customer relationship, be sure to include these seven points:

1. Refine your off-line marketing communications to your prospects and to your customers. In a recent CMO Council survey of marketing executives, direct mail was ranked #2 in terms of effectiveness. Don’t overlook the importance of using a good old fashion stamp to reach out to people. Your letter stands a good chance of being noticed, kept, opened, read, and if you have a good message, it will be acted upon. A simple postcard can start a very profitable on-line relationship, too.


2. Develop a multi-channel stay in touch system for lead nurturing. Good lead nurturing takes into account the customer buying process, model, objections, timeframe and the knowledge they require in order to make a smart buying decision. How do your marketing collateral, email messaging, web site content, thought leadership articles, video marketing, advertising and direct mail address the wants, needs and desires of your prospect? Are you in tune to the buying signals?


3. Words (and Keywords) Matter: You message has to resonate in 2012, and you have to write right to reach your market, and be found! Analyze the language you use, examine your keyword and know how your competitors use them. Don’t guess! Start with Google’s free keyword tools, but don’t be fooled. If you are serious about attracting business, go beyond the free tools. (Email me for our report on keyword search strategies.)


4. Build a fence around your existing customers – and keep them well fed in the corral. Make 2012 the year you finally decide to concentrate on retention, with gratitude, and serve your existing clients better than anyone else can imagine! Thank your customers with a handwritten thank you note this January during National Thank Your Customer Week. See www.thanksabillion.com for details.


5. Fire your bad customers and send them to your competitors – your bottom line will improve as will company morale and productivity. While you are at it, fire bad employees, too. They hurt your customer relations, increase your cost of sales and damage the lifetime value of a customer.


6. Master local search marketing and SEO fundamentals (they are different but they are intertwined). Make sure your business is on the map, with Google, Bing and Yahoo (for starters!). Depending on your industry and geography, a web site tune up and smart local search pages can give you a serious boost now. Of course, reread #3 above before proceeding, and email me if you need help optimizing your local search strategy.


7. Stuff your prospects’ and customers’ mailboxes with a mix of appealing direct response mail! Direct mail is very much alive and well, and working better than ever in this world of multi-channel high technology marketing. Need I say more?