An economic recovery will come…we just don’t know when. Some leading economics seem to think it has already started but many are saying that it will be a very slow recovery. During the recession many organizations cut marketing budgets and staffs to the bone in order to ride out the economy. Those marketers who have retreated from marketing will find it difficult to recover when the economy improves. Smart marketers are finding ways to make those dollars work harder.
It is essential that companies to begin to plan now for the recovery. Here are 6 tips to help you get your marketing ready for the recovery.
- Improve Marketing ROI. Evaluate all of your marketing efforts and shift dollars to those efforts that deliver the highest return. Hire a marketing consulting firm on a project basis. They can help your accelerate your marketing efforts without the expense of hiring, training and benefits.
- Customer Segmentation. Refine your customer list into more meaningful segments. Look for trends such as best customers or high potentials and focus on their specific needs. Targeting customers helps deliver relevant messages.
- Test, Test, Test! Testing now will go a long way when the recovery comes. Take the time to learn what messages, offers and delivery methods work best for specific targets.
- Social Media. Your customers are talking about you and you want to know what they are saying! Take control of your brand in the interactive forum. You want to establish your brand in the channel now rather than wait for the recovery.
- Email Marketing Evaluate all aspects of your email strategy. Are we offering an incentive to collect email? Have we segmented our customer base to deliver targeted relevant messages? Are our vendors able to handle an increase in volume?
- Content and Creative. Refresh your marketing messages for the recovery. Messages that work now may be obsolete.
Don’t wait for the recovery to start to make these improvements. You want to be ahead of the curve and plan. Rest assured your competition is already planning for the recovery.
Key Point Marketing Consultants – Your Marketing ROI is the Point!
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