14 marketing new years resolutions for 2014.
1. Think mobile first. About half of all emails, and much of web surfing, social media, and online shopping are done on phones and tablets. How does your stuff look on mobile?
2. Get a website that is “responsive.” This means one that adjusts itself to the device where it is being seen. If your site is unreadable on mobile devices, people won’t stay…or buy or donate.
3. Stay in touch with customers and prospects more often. Email is still a great way to do that; so are social media and text messaging.
4. Manage imagery better. Visual assets are valuable. Whether you take your own pictures or use stock photography, properly naming them for search engines and logical filing will make life easier down the road. Here are some ideas.
5. Get serious about blogging. It’s one of the best things you can do for your business. It doesn’t have to be difficult; pick three subject areas to blog about (of interest to your audience) and include important search terms. Make your posts often, at set times.
6. Stop trying to do everything. Let’s face it: there are only so many hours in a day, and marketing channels get more numerous every day. Find a few things that work and just do those.
7. Improve your marketing tools. There are tons of free tools out there that can make your marketing more efficient. Here are a few of them.
8. Revisit your brand. If you haven’t changed your logo in 15 years, that may mean you have the perfect logo; the great ones seldom need changing. But the market place changes, and so does your audience.
9. Get better at curating. If your job includes developing content for websites, newsletters, social media, email marketing and the like, you don’t have to write everything yourself. Find and share (with attribution and links back, of course) great content that your audience will love. (Like this one.) Use curation tools like Feedly.
10. Manage up. Have a strategy for every campaign, and get buy-in from the boss. Revisit the strategy when SOS* begins to set in.
11. Do everything from the audience’s perspective. Stop using I, we, and our right now.Talk about what matters to your customers, prospects, donors, employees. (Hint: it’s about their lives and dreams, not products, features, and specs. And it really, really isn’t about equipment.) Appeal to emotions.
12. Educate yourself. You probably don’t work for a company that sends you on big, fancy trips to fabulous seminars. Any marketing education you didn’t get in school (which is probably out dated by now anyway) will have to be DIY. The good news is that there are great marketing blogs you can follow, free online tutorials, and LinkedIn groups where you can get the latest.
13. Stop being afraid to fail. For every Picasso painting you’ve seen, probably 50 went into the trash. Try new tactics. Things get better when failure is an option.
14. Measure more. All your social media sites have metrics, and there’s Google Analytics, too. Use what you find there to create better content, and relate your online results to your business goals.
Hope these marketing new years resolutions are useful. Let us know if you need help in keeping them.
*Shiny New Object Syndrome: The tendency to grab at every new marketing tactic that comes along.
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