FEBRUARY 2010
Marla Ink News
News and Views from Marla Ink Productions
Consistency: Your Marketing Success Depends On It
Branding, identity and messaging
Lead generation, customer outreach and lead nurturing
Social media activity
Media relations and publicity
Think about it: No element of your marketing communications or public relations efforts can be truly effective without consistency.
In B2B and professional services industries in particular, marketing is a building process that relies on an integrated approach and multiple touch points. We have to keep at it. There's no room for complacency. Never let up.
Easier said than done.
While most of us start out with the best of intentions, it's easy to get off track when other priorities come up. With that, communications can become sporadic and disjointed, or they may even stop altogether.
That means sales teams are often forced to take up the slack, crafting their own communications and potentially putting inconsistent or even brand-damaging messages out in the marketplace.
PR budgets get cut because public relations is being measured on the (unimpressive) results of inconsistent activity. And Marketing struggles to prove the value of its efforts because it hasn't kept up the regimen that's necessary to get to the payoff.
It's a common cycle, but you can break out of it. Shape up your marketing:
Start with a realistic plan. You'll have much greater success by focusing on the few things you can do consistently and do well than by trying to manage a hundred scattershot, half-finished ideas.
Figure out how to best allocate your resources. With everyone stretched thin these days, you can't afford to waste time, money or talent.
Realize you can't always do everything yourself – and depending on skills and priorities, you shouldn't always do everything yourself. Bring in outside resources when you need to.
In this issue:
- A Special Opportunity to Save on Marla Ink Retainer Services!
- Cost-Effective Marketing & PR Tools to Keep Your Budget in Shape
- Get Social with Marla Ink