Make It Happen
My Tipsheets are chock full of ideas. They are all aimed at translating knowledge into action...in a quick, action-oriented 60-second nugget.

First Name:
Last Name:
email:
Tipsheet Archive
Randall's Resources
Whenever I speak or write, I often prepare extra "bonus" materials.
Enter the Resource Code to access this special content:
Resource Code:
Try this example Resource Code: eventplanning

Social Media

Momentum Marketing

by Randall Craig on February 6, 2015

Filed in: Blog, Content, Make It Happen Tipsheet, Marketing

Tagged as: , , , ,

What is the difference between a successful marketing campaign and an unsuccessful one?  Yes, ROI is certainly the standard answer, but it is also completely insufficient.

A single marketing campaign is not very different than a car going uphill, battling gravity, with a driver giving a single pump of the gas pedal. The largest sport-utility or the speediest sportscar fight the same battle: let off the gas, and they will both eventually slow down, stop, and then start rolling downhill.  Likewise, the inertia of the market – competitive noise, client disinterest, and short-term memories – can only be overcome with more than a single pump of the marketing gas pedal.

What does this look like?  Consider:

  • Social Media:  Scheduled posts, interactions, and connections.  Evidence that the community is alive – not a ghost town or a repository of narcissistic postings.
  • Content Marketing:  Continuous creation of target-audience-relevant content, across a number of target-relevant channels.  Stopping content development means that you were more relevant in the past.  Today, you are yesterday’s news.
  • Advertising:  This can provide exposure to audiences that earned media cannot.  Stop advertising, and that exposure goes away.
  • PR and Media Relations:  Being asked for your perspective by the media is key evidence of your thought leadership, and is a powerful positioning and awareness tool.  Stop your efforts in this area, and you quickly become invisible.

If Brand can be defined as what you represent, then the momentum from these activities creates a seamless gap between what you promise and what you deliver.  While the mix of these four strategies will be different for every organization, momentum builds Brand.

This week’s action plan:  Look back at your last year’s marketing activities – which ones are no longer active?  While you can’t go back in time, you can start tomorrow’s momentum today. Restart the ones that build cumulative value, and you will find that elusive ROI – and a competitive advantage.  Success in marketing requires momentum.

Marketing Insight:  Traditional marketing teaches about the Four Ps:  Price, Product, Place, and Promotion.  While momentum might not start with a “P”, it has a more powerful, and enduring impact on your marketing success.

Note: The Make It Happen Tipsheet is also available by email. Go to www.RandallCraig.com to register.

 Randall Craig

@RandallCraig (follow me)
www.RandallCraig.com
:  Professional credentials site
www.108ideaspace
.com: Web strategy, technology, and development
www.ProfessionallySpeakingTV.com
:  Interviews with the nation’s thought-leaders

{ 0 comments }

Looking to grow your organization?  If so, a key question is this:  Where are all of the “new” zipcodes?  The ones that live in different sectors and geographies?  The ones who come from different cultural backgrounds and different generations?  The first-time bums in seats?

One thing is for sure:  these completely new prospects are not in one place:  your social network.

As marketers become more comfortable with Social Media, it is too easy to forget Social’s fundamental flaw: people in your network are like you. They found their way to you using a well-known path.  They spend time with people like you.  And they refer people like themselves to you  They are comfortable with you, and you are comfortable with them.

Finding new zip codes means going beyond this comfort zone.  It also means going back to traditional marketing first principles: Who are your targets, where are they found, and what are their needs?  Too often these are forgotten, replaced by the shiny allure of social targeting:  Who do you know, and who do they know?  Yes, answering these latter who questions does result in growth, but only of one type: people who are like me.  Successful marketers don’t limit themselves: they realize that target clients can be found well beyond this narrow group.

This week’s action plan:  Most organizations ask either one set of questions, or the other.  This week, answer both.

Note: The Make It Happen Tipsheet is also available by email. Go to www.RandallCraig.com to register.

Randall Craig

@RandallCraig (follow me)
www.RandallCraig.com
:  Professional credentials site
www.108ideaspace
.com: Web strategy, technology, and development
www.ProfessionallySpeakingTV.com
:  Interviews with the nation’s thought-leaders

{ 0 comments }

Viewpoint: Competing with Free

by Randall Craig January 24, 2014

Are you involved in your professional association? Or do you run one – either as a director, staff, or volunteer? If so, you’re probably concerned with one aspect of Social Media: How do you compete with free?  (Or perhaps, you’re concerned with a more existential question: Does social media make associations irrelevant?) Consider the evidence: […]

Read More

17 Ways to Great Social Engagement

by Randall Craig January 25, 2013

Have you ever been disappointed with the engagement level of your blog?  Have you decided that this year something “better happen”, to make it all worthwhile?  If so, you’re not alone.  Here are 17 ways drive more users to your blog, and increase their engagement with it: Write great content.  If you write poorly, or […]

Read More

Viewpoints and Social Opinions

by Randall Craig December 27, 2012

During the last year, I have written a number of opinion pieces on the issues and trends around Social Media, along with the (sometimes) ominous implications.  With the fullness of time, some of these are even more important today.  A few selections… Does Free Always Mean Free?  Beyond the embarrassing photos, new found friends, professional […]

Read More

The Social Bubble: Finding Your Tribe

by Randall Craig June 21, 2012

Do you actively seek out different opinions than your own, or unwittingly reinforce your personal world-view by only consuming “agreeable” content? While we may think it is the former – who doesn’t have a self image of being open-minded – too often we live in a bubble. The promise of the social web was connection […]

Read More

Six Steps to Strategic Blogging

by Randall Craig February 17, 2012

Chances are that you are not a blogger.  But chances are relatively high that you like the idea of being one. During my last 100 or so presentations, I asked the audiences if they blog: only a sprinkling of  hands typically go up. When asked if they like the idea of blogging, most people put […]

Read More

Five Social Media New Year’s Career Resolutions

by Randall Craig December 28, 2011

1) Resolve to become more proactive: Social media is a great resource for connecting with people, but it is the most powerful when it is used to “amplify” real-world relationships proactively.  This year, get in the habit of checking a connection’s profile before a meeting.  Get in the habit of recognizing others online for work […]

Read More