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One Thing You Should Add To Your 2011 Marketing Strategy
by Nancy Jarial
If you are responsible for marketing in any way, you realize strategies
are changing at a rapid pace. It’s no longer just about touting the features and benefits of your product or service in a newspaper ad or on your website. Today’s marketers are challenged with the realization that content really is king. In digital marketing, there is an overbearing, relentless pressure to share relevant information via multiple outlets such as blogs, social networking sites, videos, and email marketing. Although these marketing strategies may seem overwhelming and time consuming, in 2011, plan to share your knowledge with a content-based marketing strategy. Create demand for your advice and your product by sharing knowledge of your industry.
Start Blogging
If there is one thing you should add to your marketing in 2011, it’s a blog. If you are not already blogging, get to it. I am fortunate enough to have a great team at TKO. Randy Clark, TKO’s Director of Communications, writes our blog posts, and Josh Humble, our Multimedia Specialist, publishes them along with some interesting graphics to illustrate the topic.
If you don’t have a team to help you with this task, you can still get started. It’s inexpensive – even free – and you don’t have to be a wiz on the computer. Sites like wordpress.com and blogger.com are free and can walk you through the steps to get your blog going.
Now, What Are You Going To Blog About?
Blog about what you know, but stay focused. Think of yourself as a reference for people. You can write about recent changes or events in your industry, new products, and best practices — you can even promote other experts. Another thing, when writing, is to not be “me” minded, but to think about the people you want reading your blog (hopefully potential customers). Provide suggestions to solve the challenges they are facing in business.
You can make your blog a team effort – it doesn’t have to fall on the shoulders of one person. You can invite other bloggers to create guest posts for you. So, gather your team and create a buzz for your product in 2011.
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BIN2010
Nancy Jarial, our Marketing Manager, called me this morning and asked, “What do you think about a blog post on the BIN2010 conference?” Of course I heard, “We need a post on BIN2010, RIGHT NOW!” I said, “Sure… let me squeeze that into my to-do list, it’s only three pages long.” But she heard, “I’ll get right on it, Nancy!” So… I got right on it.
What’s Age Got To Do With It?
Paul Poteet (@PaulPoteet) began his keynote address by stating he was the “oldest person in the room.” Paul, you were definitely not. I have shoes older than the average age of the audience in that auditorium. My wife asked how it went, and I told her it was a blast being with some of the best and brightest young people I could imagine. Does social networking transcend generations? Is it appropriate for a boomer to friend a millennial? I hope so. I hope we can get past any generational prejudices (well, I’m old, so I’d think that) and base relationships on similarities not dissimilarities. Okay… enough rambling.
Spinning With Ideas
Paul Poteet was HILARIOUS and informative. I hope everyone absorbed the lesson he put into action about having a back-up plan on stage, at work, or in life. Kyle Lacy (@kyleplacy) not only has the content (we all know that), he’s also a master at leading an audience with open-ended questions. Jason Falls’s (@JasonFalls) presentation, “The Art of Conversation,” gave concrete ideas on how to attract, rather than promote. I applaud Jason for the courage to share his own personal inappropriate posting experiences. Jeremy Dearringer’s (@Slingshot_SEO) discussion focused on search reputation by, among other actions, focusing on customer service. Customer service is near and dear to my heart. I had the privilege of mentoring and guiding Unique Home Solutions, an organization that developed the most award-winning service in the US, within an industry not known for service. If Bruce McClain (@sbh_bruce) from Scotty’s BrewHouse (@brewhouse) had not told us he was “filling in,” we would not have known.
Wish I Could’ve Gone To Them All
You rock, Rocky (and so did everyone else)! Rocky Walls (@RockyWalls) not only offered an entertaining, value filled presentation, he made it easy and comfortable to participate. From Erik Deckers(@edeckers), I have four pages of notes (yes, you can tell the old guy at BIN2010 by the pen and paper). Tricia Meyer (@sunshinetricia) put more content into an hour than I thought possible — she has a great personality. Carissa Newton (@fullcirclec) gave me the ammunition I needed to look at our team and say, “blog five days a week!” And what a great story Heather Sokol (@JustHeather) shared about her media and blogging experience — talk about leveraging opportunity. The burlesque-ing Chuck Gose (@chuckgose) got my attention with, “If you are bored writing it, imagine what it’s like on the readers’ end!” (Crap… I hope this is not boring.)
Face-To-Face Social Interaction Is Not Overrated!
While attending BIN2010 with Lindsey Richardt (@LindseyUHS) and Greg McMullen (@mcmullen_greg) from Unique Home Solutions, I had a great time chatting with Jon Bausman (@JonBausman) from Rickers Oil (@RickerStores), Kevin Mullett (@kmullett) from Cirrus ABS (@cirrusabs), and Jeremy Williams(@jeremyawilliams) with The Indiana Office of Tourism (@VisitIndiana). Also, it was too cool speaking with Amy Magan from 4th Frog Blog (@4thfrog) and Lindsay Manfredi (@LindsayManfredi) of Neon Love Life (@NeonLoveLife) (although brief, as I had no sleep — my band, Under The Radar, played at John Wayne’s Pub, Friday night). Check out Lindsay’s band at IndyFringe (@IndyFringe) on Thursday, August 26th.
I’m excited about following up on the seminars I did not attend — check out the slides! Thank you, BIN2010, for a head spinning, idea inspiring, information gathering, millennial confirming, networking event!
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