If your answer is no, you’re not alone. If you work for a small or medium-sized business or nonprofit, you’ll likely find some solace in this next fact.
According to findings from Duke University’s Fuqua School of Business, (sponsored by the American Marketing Association) only 7% of surveyed chief marketing officers (CMOs) indicated that their use of social media was very integrated with their firm’s marketing strategy. Over 18% said it was, “not at all integrated.” On a sliding scale of 1 – 7, the remaining respondents were in the 2-6 range.
And, here’s the irony. The same CMOs said they will increase their spending on social media 19.5% in the next five years and double their social media employment inside and outside the company this year over 2011!
So, let’s get this right. The top marketing minds in the U.S. are spending more on social media without tying these tactics into their overall marketing strategy. Can anyone spell poor business judgement?
What about you? Does your organization tie its social media into its marketing strategy?
New research from Edelman (with chart compliments of Marketing Charts) shows that your audience needs to hear your message 3-5 times in order to believe it to be true. Does that surprise you? I actually thought it would take more exposure than that.
What does this tell us?
Right Message + Right Time + Reach + Repetition = RESULTS
What do you plan to do differently in the new year? Are there marketing channels or tactics you want to use that you haven't used previously, or haven't used in a while?
Well, before you get into the nitty gritty, here are seven marketing resolutions to consider:
1. Review your target market segments. Are they still viable? Can you focus even more for greater results?
2. Do some research. Even asking a few people in your target markets is better than doing no research at all. What are their current challenges? What are they focusing on in the new year? Where do they anticipate needing assistance?
3. Audit your marketing tactics from this year. What worked? What didn't? Why or why not? Based on your analysis, determine where to revise your efforts next year.
4. Make a marketing plan and write it down. It doesn't have to be written in stone, but having a written document with an accompanying action plan can help keep you on track.
5. Test a new marketing channel. Depending on what your research produces, test a new channel to see if it helps increase your reach and response rates.
6. Get personal. Reach out to key prospects, customers, donors, members… to connect. Don't ask for anything. Just ask questions or ask for a brief meeting to get acquainted. Begin a relationship or build on an existing one.
7. Be real. Be yourself. Represent your organization's brand with passion and a strong customer focus.
Do you have any to add to this list?
Happy Marketing in the New Year!
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