Marketing Resolutions for 2005

It happens every year. We brainstorm our business goals for the coming year. Then, full of excitement, we anticipate implementing new marketing plans that will surely grow our businesses.

But some of us miss the fundamental step. We're not organized. We don't have a plan. And as we find out, you can't build your business through osmosis.

To follow through on your resolutions, follow one rule: marketing success is directly proportional to your level of organization and commitment.

Clean Up Database Clutter

Go into your database and weed out the old names and outdated information. It's not an exciting task, but it's kind of like Feng Shui for your hard drive: with less clutter, you're calmer and better equipped for sifting through the data. You'll also ensure that your mail gets to the right people.

Then segment your data by job title and/or industry. It'll be a lot easier to do targeted mailings.

Match Your Site With Your Business

There's a good chance that your business is different than it was back in January. You might offer new services. Maybe you've altered your positioning. Now's the time to reflect those changes on your site.

Also add new clients, new case studies, and other information that boosts your credibility. Above all, make sure the copy precisely reflects your current marketing and branding.

I can't stress it enough: prospects will usually go to your site first. Convey the same information, with the same excitement, that they would get during an in-person meeting.

More Consistent Direct Mail

Direct mail works when there's a good offer, an accurate mailing list . . . and persuasive copy. But success also depends on being consistent. Convincing prospects to take action can require multiple impressions.

Stay in front of your prospects by doing regular mailings. Weekly, monthly, quarterly -- the interval depends on budget, the objective, and your ability to follow up. Whatever your situation, if you're spending precious time and money on a mailing, do it consistently.

Improve results even more by mixing up the vehicle -- postcard, package, letter, and promotional product.

Create an E-mail Newsletter Editorial Calendar

E-mail is the most convenient and cost-effective way to stay in front of your audience. But it only works when you're consistent (you send it weekly or monthly) and consistently offer value (you provide advice, not self-promotions).

Companies fail on the consistency part because of poor (or no) planning. Avoid this by creating an "Editorial Calendar", a list of topics that you can write about and which fit under your newsletter concept.

Write a bunch of them up-front and assign each to a specific month's mailing. They'll be ready to go out every time.

As for the "consistently offer value" part, here's where you have to do some serious thinking and brainstorming.

One approach is to cull all the wisdom and knowledge your paying clients get. Your newsletter is a chance to give away some of that advice, solidifying your perception as an expert. Better yet, you get placed at the top of their mental list when they're shopping for your type of product/service.

Do Some Networking

Some of us don't like to network, mostly due to psychological barriers: you're shy, you don't like to schmooze, or you think it's a waste of time.

The block comes from thinking of networking as "business" when it's really about meeting interesting people. That's how you build relationships in the "real" world, right? Besides, people usually hire -- and refer -- people they like. Networking is an easy way for people to start liking you.

Networking gets you right to the source. You meet prospects or people who can refer you to their co-workers and friends. Pick events in advance, and go with a friend. Have a good time, be yourself, and don't forget to bring plenty of business cards.

McDonaldize Your Follow-Up Process

Why is McDonald's so successful? Not because of the 5-star cuisine. They have a step-by-step process for everything. Every action includes instructions for the next action. With this seamless system, they never miss a beat.

Put together a similar plan for your marketing activities. List all the points in your inquiry/sales cycle, and come up with appropriate follow-up methods. For example:

• Meet prospect in person: Send follow-up letter. Follow up one week later with call or e-mail.
• Prospect inquiry: Send follow-up letter. Follow up one week later with call or e-mail.
• Send direct mail: Follow up three days later with phone call.
• Send proposal: Follow up within 10 business days.

These are just examples, but you get the point. Prompt follow-ups tell the prospect you're interested and symbolize the personal attention they'd get as a client.

Whatever you do, do something, and maintain for commitment. You'll discover that marketing doesn't require a magic wand. You just need to execute.