Top 4 Priorities for Marketers Right Now

Everywhere we look, there are ideas, lists, and tips on how to improve marketing and business performance during these tough economic times. Well, after many lengthy conversations with clients on this very topic, I’ve decided to put in my two-cents. Below are my thoughts on the top 4 priorities for marketers right now.

1. Improve.
   Process, messaging, and anything else that needs fixing. Think of it as spring-cleaning. There’s no time like the present to grease that squeaky wheel in your marketing process. Or sit down with your team and take a hard look at your messaging. Every organization has their share of archaic templates, company-centric (vs customer-centric) messaging, or targeting documents that basically choose “living and breathing” as their target attributes. And every marketer knows what it’s like to be too buried in marketing programs to analyze and correct these problems.

   If your marketing flurry has slowed down a bit, know that it is only a matter of time before you’re once again, buried in your work and “too busy” to focus on general improvement. Use this time wisely to scrutinize the efficiencies and quality of your scheduling, strategy documents, targeting, tracking, reporting, etc.

2. Communicate.
   One great advantage on the agency-side is the birds’-eye view into some of our large organization clients. We often work with multiple groups under one organization and hear the unique results, challenges, and goals that different teams can have, albeit under the same roof.

   The learning we’ve gleaned is this. Many times, the answers you seek to your marketing challenges are in your own backyard. For example, if your marketing responsibilities include email, direct mail, and direct response advertising, and your colleague is responsible for social media, online, and search-engine marketing, it’s about time you two had lunch.

   So often, we busy ourselves in what we need to accomplish and we forget that our colleagues may be facing similar challenges or searching for similar answers.

   The art of communication and collaboration across a marketing organization (and equally important, into sales) is one that can’t be stressed enough. So no matter how big or small your marketing group is, set aside some time to share your insights. You’ll reap the rewards of this open communication.

3. Automate.
   There’s no denying that marketing automation is making a big splash on the marketing scene. Marketing automation is going to be a critical factor in the development of all of our processes, skills, and performance. And yes, you should be doing your homework (if you haven’t already) on the number of great vendors out there that currently serve the automation space.

   However, don’t let daydreams of easy street marketing automation fool you. As an automated tool, it is simply that — automated. It’s not a thinking human being, much less a savvy marketer. And no matter how sophisticated it is, it won’t develop strategy, or messaging or creative, for you.

   So, you are wise to invest in the right tools. But if you find yourself immersed in learning the technology, or wrapped up with the possibilities of what this automation software, “could” do for you, don’t forget to rely on your agency partners to help you to develop the creative, messaging, offers, and strategy to maximize your performance.

4. Partner.
   This is not a shameless plug for you to call us (although we’d love for you to). Rather, it’s just a reminder of what we all know: collaborating with experts always leads to a better end result. During these tough times, don’t be afraid to lean on the partners and agencies who you know have the experience to make your marketing efforts a success.
   After 20 years in business, we’ve seen an economic downturn (or two) and quite honestly, those have been some of our most successful years. Historically, these are the times that clients turn to us for expertise, strategy, and as always, professional guidance on how to maximize their marketing-spend.

   Many marketers may choose to “wait and see.” Unfortunately that tactic is leading to the screeching halt of many lead development initiatives that ultimately contribute to revenue. Reach out to the partners you trust and get your marketing revenue contribution underway for 2009.

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So there are your 4 top priorities (for today anyway) as a marketer. Clearly Yates Advertising wants to help you make each of those action items attainable and successful. Contact us today to discuss improving your marketing impact through these 4 strategies.