Archive | January, 2012

Tips on Setting Marketing Priorities Using Spreadsheets

31 Jan

Michele Linn writes in, “Confessions from a Spreadsheet Junkie: Tips on How to Set Marketing Priorities” about her obsession with spreadsheets and how she uses them to prioritize her marketing strategies.

She suggests getting all your ideas into your spreadsheet, this includes both big-picture and tactical ideas. Then track the following information for each idea:

1. What goal does it support?– “Seems basic that every activity should support a business goal, but I bet you’ll be surprised at how many “nice to have” or “seems cool to do” activities may be on your list.”

2. Anything we need to do first?– “You may have a goal to convert visitors when they get to your website, however if you don’t have the content in place to entice someone, you need to start there.”

3. What is the estimated time?– This will help you tackle simpler projects first.

4. What is the ongoing time commitment?– A lot of projects are easy to setup but there is a long-term commitment that must be made to maintain and grow these programs. By acknowledging this upfront, you hopefully won’t start projects that you can’t commit to finishing.

5. Who is responsible for this?– Assign someone to each idea so they have an advocate in the marketing department.

6. Do we need to get help?- Will you need to reach to in-house teams or work with third-party vendors to execute your idea?

7. What will it cost?– List all costs that could be associated with the project.

8. Assign each a priority.– “After all is said and done, I then assign a priority to something. It can be as simple as high-medium-low or a numerical system. Ideally, I tackle three to five things at a time and do them well. Once they’re up and running, I’ll move on to new tasks.”

Linn’s final thoughts, “Don’t forget to put  the spreadsheet into Dropbox or another file-sharing system, so the whole team has access to it. This makes the spreadsheet more than a static planning document.”


What Confuses Sales? “Marketing-Qualified Leads”

24 Jan

I read a great blog post by J. David Green that emphasizes the importance of marketing and sales creating what he calls, “sales-validated leads.” Instead of marketing asking sales if the leads they passed along were qualified, they should be asking sales to “validate whether the lead is really a lead, per the definition agreed to by sales and marketing.”

He suggest that for most marketing organizations, this small change in funnel focus can make a huge difference in plugging funnel leaks.

Check out “Why the Term Marketing-Qualified Lead” Creates Serious Confusion – Part 2” to read more.

Digital Marketing Infographic

17 Jan

I’m not sure if it’s my love of journalism or fascination with graphic design but I absolutely cannot get enough of Infographics. They sum things up with few words and strong visuals. I found myself reading this digital marketing Infographic from Webmarketing123 a couple of times, so I figured you might find it of interest.

Digital Marketing Infographic

Source: Webmarketing123

Content Generation: How Hard Is It?

12 Jan

Conflict Kitchen- Venezuela

Thanks again to my friends at Ranch Road for sharing a great blog post by Andrew Davis of the Content Marketing Institue. A lot of my clients struggle with content creation and figuring out how to talk about things that affect their space/industry that aren’t necessarily related to selling their products or services.

In, “What if You Sold Waffles With a Side of Content?,” Davis covers two unique businesses, both restaurants, that are deliverying more than food but amazing content to their customers. He first covers the Waffle Shop, in Pittsburgh, and their live talk show that takes place in the middle of their shop during business hours. It’s this show that helps the Waffle Shop drive traffic into the store and then introduces people to the items they sell- waffles!

Here’s a video produced by the Waffle Wopp crew.

Davis also highlights The Conflict Kitchen, a take-out restaurant that only serves cuisine from countries that the United States is in conflict with. Every four months, the restaurant changes it’s theme and uses its food wrappers  to help  educate consumers about the details of the conflict.

Davis concludes with, “Both the Waffle Shop and the Conflict Kitchen are wild, content-based experiments that marry the generation of content with the retail experience. Without the live streaming show, there’s no Waffle Shop. Without a conflict that needs to be understood, there’s no Conflict Kitchen.”

Read: What if You Sold Waffles With a Side of Content?

Small Businesses: Make Your Collateral Work Harder

10 Jan
MarketingProfs- Veronica Maria Jarski

MarketingProfs- Veronica Maria Jarski

A lot of my clients are working with limited time and budgets. Here are some suggestions on how to take one collateral piece and make it work harder.

1. Monthly Topic- Select one piece of collateral and make that the focal point for the month. Select a piece that focuses more on the business problem or industry instead of something that is company or product specific.

2. Blog- write a blog on this piece and introduce it to your readers.

3. Events- Look to see if any events/trade shows are looking for speakers/topics and submit the collateral topic as an option.

4. Business Colleagues/Partners- Shop the topic with close friends/colleagues/partners and see if any of them would be interested in:

  • Using it in an upcoming newsletter/blog post. Offer in exchange to use some thought leadership piece of their’s in a blog post
  • Co-presentng the topic at an event or a Webinar
  • Using the piece/topic as an introduction to any of their clients/friends they may have that you’d be interested in doing work with.

5. Clients- reach out to your current and previous clients. Let them know you wanted to pass along some of your latest insights on a the topic.

6. Prospects- send out a short nurturing email to your house list and let them know about the piece.

7. Linkedin- See if anyone on Linkedin is asking questions about the topic addressed in the collateral. Share the piece with groups talking about the topic.

8. Other Online Resources- see if there are other communities online talking about the topic and share the piece.

The steps above give you a mini marketing strategy for each piece you create. I hope this helps you think of ways to get more milage out of your collateral. Let me know if you have additional ideas!

Related articles

The State of Customer Service in a Consumer Driven Market- by Click Software

3 Jan

My friends over at Ranch Road posted this on their Facebook page today with the note, “Ever wonder what bad customer experiences cost companies? Here’s an eye-opening infographic you’ll want to see.” It’s worth checking out!

Click Software Inforgraphic

Customer Service Infographic from Click Software