Seven Key New Year Marketing Strategies

Whether 2010 brings an emergence from the economic downturn or more of the same, NOW is the time to take a close look at your strategic marketing initiatives for the year ahead. Marketers who hit the ground running in 2010 will have a decisive edge on their competition.

Step Up Messages To ALL Audiences. We know you'll want to focus on the markets ready to buy, but so is everyone else. A stronger plan is to step up contact with ALL your audiences so that you are there first, to gain market share, as the recovery begins.

Expand Your Prospect Database. Maintain and use this valuable resource for research and targeted, segmented messages.

Get Specific. Invest communication dollars in more product-specific feature/benefit messages instead of broad, awareness campaigns. Now is the time to create or update those sales tools your field reps really need.

Online...Online...Online. Reach your prospects where they are looking for you.

• Deploy a targeted array of integrated online programs tied to your customers and overall marketing objectives.
• Refocus your corporate website with product and market specifics.
• Develop vertical audience microsites for refined targeting.

Capitalize on The Power of Video. Don't just tell them when you can show them. Video (live action or animation) is a powerful and affordable way to demonstrate product features and benefits, applications, even train customers or sales teams. It has become a communication standard. In the last year alone, 49% of technology purchasers (versus 28% a year ago) cited online video as an influential element for making a purchasing decision. (Source: Eccolo Media 2009 B2B Technology Collateral Survey Report)

Go Social. Establish or build your social connections by participating in industry-specific social networks. Build your own or join existing groups through LinkedIn, Twitter, YouTube, SlideShare, etc. Begin a corporate blog or customer or industry forums. Social media increases brand loyalty, engages customers, generates quality leads, facilitates the sales cycle and mobilizes advocates.

Keep a Lid on Trade Shows. Unless you have a major new product to introduce, attend only the crucial ones. Get a better return on your investment by sponsoring or participating in webinars and virtual shows; launch a customer-direct traveling exhibit; or host regional or local meetings, events or Lunch & Learns.

Get the most out of every MarComm dollar next year with a focused, strategically-built plan. Tell us...what are your top strategies for 2010?