The New Year is an excellent time to reassess your marketing investment. Here are some quick measurable tips for 2016 to help you make the most out of your marketing dollars.
- Build and use your social presence. Through blogging, videos, photos and quick updates on various social sites you can create an image and brand for your company that can speak to the global digital community. Think carefully about the demographics of these various online social spaces, since you will need to tailor the message to the channel. Working professionals are located on LinkedIn, so your message here may need to be more business or career focused. While a medium such as Facebook may allow others to see the light-hearted side of the office and speak to a different group of users. These platforms are a great way for you to engage and interact with your consumers and create an important dialogue for your business.
- Measure and track emails. Are your emails being delivered to the relevant party with a targeted message? Are consumers responding to the message and acting on your offers? If not, think about why you are not generating the response you wanted. There are a multitude of solution providers available in the marketplace that help assess whether your emails are being opened and if your customers are responding to the offer. Constant Contact, Mail Chimp are some of the most popular providers available to small businesses that can help you with this effort.
- Measure your direct mail campaigns. Use Quick Response (QR) codes, a two dimensional bar code, that can help you track response and boost the effectiveness of your mail campaigns. Be sure to provide an incentive offer to your customers to use their phone to scan the code so you boost response. Test it before you send it and make sure it is easy to scan. You don’t want to frustrate your customers and depress your results.
- Interact with your consumers. Large companies such as Starbucks use interactions, feedback, and surveys with customers to test new offers and gather feedback on new product launches. Using surveys, message boards, and social media are great ways to listen and understand what your customers are saying without spending a lot of money.
I would like to thank Vasil Martiko for his help on preparing this article with me. Vasil is an Analytics/Marketing Intern at Consultants 2 Go and a graduate student at St. Peter’s College. Don’t forget, you can email me at Peggy@Consultants2Go.com with any questions you might have and I’ll be glad to answer them. You can also follow my business and me on Twitter @peggymchale and @consultants2go.