If you’re like most people, you’ve just set some New Year’s resolutions. I have no doubt you’ll stop smoking, swearing, overeating or showing up late to pick up your daughter at day care.
After you’ve mastered all of your personal resolutions, what about your professional ones? In case you haven’t had time to brainstorm what those might be, I’d like to suggest a handful for you to consider.
Build your email list: Most of us check our email before our feet touch the floor in the morning. Email is such an integral part of our life that we take it for granted.
But your email list is one of the most valuable marketing assets you have. People are willing to give you their email because they believe you’ll send them content they find valuable. Do that on a consistent basis, and you’ll earn their trust — and eventually some of them will invite you to earn their business.
In 2017 you need a game plan for securing more email addresses and delivering a higher level of content to that list on a regular basis. There are lots of ways you can get someone to happily give you their email address. Think bigger than the “sign up for our newsletter” box.
Work on earning great reviews: When you go to Amazon or Yelp, or even when you search for a specific type of business, you notice the ratings and reviews, don’t you? It’s difficult to ignore them, and it’s equally difficult not to be swayed by them. Reviews are playing a much bigger role in influencing the search engines as well as potential buyers.
This should be the year that you actively solicit reviews from the customers who love you. Don’t leave it to chance. Create simple ways for them to tell the world that you’re a five-star business.
Produce more videos and build a YouTube channel for your organization: Videos are such a wonderful storytelling tool, and you can’t ignore that in 2017.
Whether you are teaching your prospects something, trying to influence them or entertain them — it’s hard to beat the multimedia appeal of video. Don’t be afraid to explore behind-the-scenes content and true brand journalism as you plan the concept for your next video series.
And 2017 is the year to get over your discomfort of the camera. Remember, you don’t have to be in front of the camera to create compelling video. There are many cost-effective ways to produce compelling videos that connect with your audience and give them a real sense of what your company is all about.
Do less, but do it better: There are just too many options out there. Snapchat, Facebook ads, billboards, referral programs, newsletters, print ads, etc.
And that just scratches the surface. Even if you have the marketing budget of Coke, you can’t do it all. So rather than trying to dabble in everything, resolve to winnow down your marketing tactics so you can go a mile deep, rather than an inch deep and a mile wide.
Make 2017 the year that you actually eliminate some marketing tactics. Identify the ones that deliver the best return on investment, and do them more often and better. Explore ideas on how to expand the value you deliver through the tactics you decide to keep and work at elevating your game, rather than expanding your efforts.
Pick one or two of these and weave them into your marketing plan for the coming year. Leverage these trends and best practices as you map your marketing strategy for the coming year. Do that, and you’ll crush your 2017 sales and profit goals.