Sometimes we believe that marketing is constantly changing. However, there are some principles that should always be on the top of your mind. These are marketing tips that will always return results.
Constantly Enhance and Adapt
The market and your customers are always changing. Markets go up and down. Customers go hot and cold. It is not always clear as to why they change or why a marketing campaign degrades, but look for trends and shifts in your metrics.
Your market process should have testing and measurement processes that constantly look for and adapt to these subtle changes.
One of marketing biggest goals is to make your products and services stand out from the crowd. Take a quick review of your marketing materials today. Are you saying something different? Are you making it clear what is different about you? Are you communicating that you are the market leader?
Following the leader always makes you #2!
Marketing Strategy Fits Product
This is a mistake that I constantly see in marketing–marketing doesn’t match what you are selling. Products (especially in debt and mortgage) are constantly changing and shifting. Are you marketing yesterday’s program or rate environment?
Make sure that all of your marketing messages tie closely to your products and sales process. Marketing should not only tell consumers what they can get from you, but also what to expect during the sales process.
Distribution is Critical
Consumers will never see your award winning marketing if it sits in some sales person’s desk drawer. Make sure you have a plan for distribution for every piece of marketing collateral.
Make sure that you message fits the medium. Your yellow pages ads should be different from a website banner, different from a blog post, different from a direct mail piece.
You never can be sure what will work. It is important that you are always trying different things and different mediums. Get a plan and then test it. If you haven’t tried online marketing, Twitter, Facebook, or think that newspapers are dead; don’t be hasty in discounting any marketing method–test it.