From this data, Potter was able to better separate the popular campaigns from the laggards. Data also provided valuable marketing intelligence such as what day of the week yielded better results (Tuesdays and Thursdays tend to be best; just before a holiday tends to be bad) and what content/messages resonated with target audiences.
“You can’t know what direction to take if you don’t know where you are,” Potter stated. “By measuring campaigns, you can better determine your next move. Randomly sending out marketing campaigns without proper analysis will leave you spinning your wheels.”
Choreographing Multiple Initiatives
Marketing is diverse … with many channels and initiatives from which to choose. The key is to create a program that is well choreographed — one where initiatives complement one another and flow. On the marketing stage, there’s a big difference between fluid dance and a lot of jumping around.
Through vigilant testing and a fair share of trial and error, Potter has developed a strong marketing plan.
“We have many elements that make up our program — from scheduled networking events and hosted educational workshops to monthly email campaigns and direct marketing initiatives,” Potter explained. “The firm’s core services [CFO and controllership] are year-round offerings that require ongoing marketing.”
Potter offered a few examples of the firm’s marketing initiatives:
- Regular email campaign blasts
- Monthly eNewsletter (distributed to prospects, clients and referral sources)
- Direct mail campaigns to target markets
- Networking events, including local Chambers of Commerce
- Complimentary workshops on a variety of business topics
- Speaking engagements for community agencies
- Social media program, which includes LinkedIn, Twitter, Facebook and a firm blog
- Referral program network
“Over time, you just learn what elements work and when to launch them,” Potter said. “That’s when you know you have a good program in place.”
Put Yourself Out There
Marketing has a place in every firm, no matter the size. To keep sales funnels full and a steady stream of new (and ideal) prospects flowing through the door, firm leaders need to rethink outdated notions that marketing is merely a “nice to have.” A sound program keeps a firm in front of clients and prospects, consistently strengthening brand image and attracting the right demographic.
So pull marketing out from the shadows and get that ugly stepsister dancing. Before you know it, you might just find that your brand presence has reached super star status.