Many businesses pulled back their marketing efforts during the recession, and as a result, have been less visible to clients, customers and prospects. Yours may be one of them
But now, the economic climate seems to be changing. Things are starting to feel a little different. While the overall unemployment rate is very high, the news reports that the unemployment rate for professionals dropped to under 5%. Now is the time to ask yourself this: When your clients or customers start buying again in larger numbers, who are they going to think of, you or a competitor? It’s time to be positioning your business for the recovery. It's time to be visible again. Now, while things are still relatively quiet is the perfect time to do get things in gear. Here's how to get started.
Perform a Marketing Audit
Start with a marketing audit. Review every element of your branding and marketing communications, and ask these questions:
- Does your Web site reflect your company today and your primary offerings?
- Is your literature up to date?
- Are your PowerPoint presentations motivating people or putting them to sleep?
- Are you still publishing your mission statement for want of an actual value proposition?
Time to Update
Once you complete the marketing audit, the next step is prioritize the items that need updating or improving. Of course, your branding is central to everything, so if that needs attention, that is first! Here are a few other areas you might want to focus on next:
Your Web Site
Take a look at your site with fresh eyes. Does it clearly communicate what your company does, for whom you do it, and what your unique strengths are? What impression does the site give visitors ... who know a great deal less about your business than you do. Is it engaging for prospects? Are there clear paths through the site to the important information and calls to action? Is there valuable content to interest people and bring them back?Also, can people find it? When was the last time you tried Googling your business? Not the company name, but the words and phrases people would use to find what you offer. Does your site show up? If it doesn't, you are losing business.
Your Literature
Is your literature up to date, distinctive, and engaging? Is it consistent in branding, message and voice? Like your Web site, does it communicate your unique brand and value proposition, or does it look and sound pretty much like everyone else's? Has your marketing message degraded into one about discounts and specials?
For a real eye-opener, find out what your business development people actually use. Sales people are famous for not using company-supplied collateral when they find it doesn't address prospects' concerns or hit their hot buttons. It can be enlightening to sit down with the sales staff and see what they find works and what doesn't. (You may be appalled at what they are actually using.)
Your Message
Make sure that your message – both on your Web site and in print – addresses the needs and concerns of the decision makers. For instance, in hi-tech, the copy is often too technically oriented. It may be fine for the techies, but not for the decision makers who hold the purse strings. They want to know how you will save them money, make them money, make their lives easier, or reduce their risk. Make sure you tell them.
Re-engage Prospects
Your business development people probably have a number of leads that have languished because your prospects have pulled back too. It's time to get back in touch. Develop a lead re-engagement communications plan for qualified prospects. Don't focus just on immediate sales, but on rebuilding awareness of your company and your unique strengths.
Communications can include mailings, emailing, sending articles or whitepapers, relevant company news, holding webinars and inviting prospects to participate, etc. Your company doesn't necessarily have to author everything. Share articles in financial and trade publications that are of interest. Ask strategic partners to contribute relevant whitepapers, videos, blog, and such that you can distribute to prospects and customers. This can provide a great win-win.
Now is the time to come out of hibernation. If you wait, you'll end up playing catch-up, and that is never a good position to be in.
