A Marketing Audit Means Asking the Right Questions

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Every organization is faced with many opportunities and challenges in navigating the crowded, competitive and changing marketplace. In fact, success is now being defined as how well your organization can position and differentiate itself in this marketplace. While accounting firms conduct financial audits to ensure financial stability, rarely have we heard of clients performing Strategic Marketing Audits to determine their marketing effectiveness and opportunities. The value of marketing audits was something I discovered in a textbook by Phillip Kotler while teaching graduate …

The Virtual Branch Audit

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Are your website and online branch effective channels for building more business with your customers/members? Consider doing an audit regularly to make sure you are keeping your marketing efforts working for you. We created a tool to help our clients understand how to migrate their website to be more effective and useful with a four–level audit! The checklist includes 10 items that are “Informational & Useful,” 10 that are “More 24/7 Access,” 10 items that are “Robust & Convenient Virtual Branch,” and then …

The Self Promotion Audit

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If your ambition is to get promoted in your current work, take on a new challenge, find a new job, or start your own business, it is really important to know how your own personal marketing stacks up! Here are a few things to consider in doing a personal marketing audit taken from my book, Almost Famous: How to Market Yourself for Success. These questions uncover key information that is important for making the best decision about your career and having …

Cut Through the Clutter

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As a marketer, the hardest thing to craft is the layout with a grabber headline or offer that will attract your target person’s attention. With so much clutter of brands battling for eyeballs, what will work for the message you want to have your target customer/member see? Here are some tips to help you be more effective: Use Color – The target person’s eyes are drawn to contrasts, so using contrasting colors within your marketing materials will get their attention! …

Make the Most of Engaging with E-Marketing

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In these days of clutter in our inboxes, some C-Suite managers will say that there is too much junk — they never look at emails, so surely customers/members don’t either. There may be comments that no one opens email or clicks through. However, here are some stats that show you should be paying more attention to e-marketing: 91% of consumers check their email at least once per day on their smartphone (Exact Target Mobile Behavior Report 2014) 36% of respondents check email, …

Standing Out

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Do you ever feel like it’s hard to stand out for new career moves, promotions, or starting/having a new business? Your next promotion, next career move, and next civic or charitable opportunity will almost always be influenced from someone in your Success Network. Rarely do people outside your own personal network recommend you unless they have spoken with someone who will be a reference for you. How do you ensure the best results? Focus on your Success Network! Build it – …

Love the Creativity

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Many of us attracted to marketing brought the love of using creativity to get people interested in a product or service.  We loved the idea of creating an amazing advertising campaign that caused the sales needle to go way up!  A large group of marketing and advertising professionals have talent and skill in writing, others have the visual design skills, and others are great at project management of campaigns with lots of moving pieces! At the core, the ability to …

Love the Snackable Content

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As you try to juggle lots of different marketing projects, it is easy to lose sight of how you can repurpose content to make your life easier!  Think about it as not creating more content to fit different channels, think about creating really good content that is optimized across all your channels. Most importantly, it’s about a Win/Win – helping your customers/members to move into the relationship with your organization by understanding how you can help through consistent content “bites!” Here …

Love Self Promotion

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Have you ever noticed that some people are really good about promoting themselves and seem very comfortable with reminding others what they are good at or have the skills and education to accomplish?  Yet, if you are not easily talking up your good point, skills, education and talents, you may be missing valuable opportunities! Take this quiz to see how you are at your own self-promotion! Here are a few ideas to practice creative self-promotion: Create a topic that people …

Shifting from Many to One

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Who exactly are you writing your marketing messages for? Who is the customer/member in your mind that you believe the message will resonate with? Consider that for so many years, advertising was blasted out to many in the hopes that the “right” people would hear it and become a lead.  The media that was used offered limited audiences and required different formats whether TV/radio commercials or newspaper/magazine ads to get reach as many consumers as possible. Today, a marketer has …