Tag Archives: marketing strategy

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.

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!

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Is Generosity Part Of Your Marketing Mix?

11 Nov

My mother always believed in “Do unto others, as you would have others do unto you.”

Too often we forget that generosity should be part of our marketing mix. In recent years, we’ve learned to stop using the hard sell techniques and start looking like industry experts. This is a good start.

But how often do you ask your prospects or clients, “Is there anything I can help you with?”

You might be surprised how far this can take you, and there probably isn’t a check box or drop-down menu in SalesForce.com for this step in your sale process. But I challenge you to ask a current customer, client or prospect this question.

Generosity can also show up in your marketing efforts when you see a prospect or client struggling. You don’t always have to ask them if you can help but you can step up and give them the help they need.

I can list numerous companies that will forever have my business due to their generosity. Not only do I give them my business, but I ask my friends, family, colleagues and even strangers to support these companies.  Yesterday, I referred a friend to Zingermans.com.  The moment of generosity I shared with them occurred more than 4 years ago, I still share that story and tell people to visit their site.

I’m pretty sure generosity wasn’t listed as a channel in their marketing strategy but they have created a lifetime customer by acknowledging that generosity is what makes them successful.

How has generosity created brand or company loyalty in your life?