Out of Sight, Out of Mind, Out of Business

Using a Multifaceted Marketing Plan to Stay Top of Mind

How are you staying on the radar screen of the prospects in your market? You can physically be in only one place at a time, so I hope that you’re doing some combination of blogging, e-mail marketing, tweeting, event sponsorship, etc. Most of your competitors are doing those things—and they’re ready, willing, and waiting for any opportunity to swoop in and snag that new account.

If you are doing all of these things, great! But guess what? So is everyone else. Even your current clients are just a click or a phone call away from developing a relationship with one of your competitors.

You’ve heard the old saying “If you’re out of sight, you’re out of mind.” In the current business environment, if you lack a plan that not only ties all of your efforts together but also distinguishes you from the competition, you’ll be left in the dust.

A strong brand, an experienced sales force, and operational excellence can last only so long when ten other companies are doing the same thing in your market.

So how do you stay top of mind and stand out from your competitors? The key word here is “strategy”—as in “you need to have one.” A critical aspect of any strategy is developing and cultivating an online presence:

  1. Social media: Start here. If you’re just tweeting about open jobs and posting office holiday party pictures on your Facebook page, you’re still in the social media Dark Ages. Your audience expects you to add value, and you should actively engage them across multiple platforms, including Twitter, Facebook, and LinkedIn.
  2. E-mail marketing: A monthly e-newsletter is a great way to stay in front of your audience. Use it to share tips, news, and relevant information. Before they decide to spend the time to read your newsletter, your audience will want to know that they’ll learn something to make their lives or jobs easier—so be sure your content is always top notch.
  3. Blogging: Many experts agree that blogging should be the core of your online strategy. Once you start producing unique, timely, and informative content, you can position yourself as a thought leader in your market.
  4. SEO optimization: Make sure your site and blog posts are all optimized to increase their visibility in search engine results.

In addition to developing an online presence, use these “offline” strategies to target—and connect with—your audience:

  1. Event Sponsorship: Most of our clients offer b2b professional services. Being a visible pillar of the community is essential to staying top of mind.
  2. Publish: Write an article for a trade publication that targets your audience. Better yet, write a regular column.
  3. Branded Publishing: Take it to the next level with branded publications, which truly distinguish you from the competition. With them, you’ll get noticed—and get results. Today’s consumers are bombarded with electronic marketing through e-mail, Twitter, LinkedIn, Pinterest, Facebook, and so on. Branding publications make you stand out from the electronic fray and have your message resonate.

Following the suggestions here won’t automatically put you top of mind among your prospects. You’ll need persistence, active engagement, and thoughtful attention, too. But if you start on that path today and tread carefully, you’ll eventually find yourself a leader in your field—and at the top of your prospects’ minds.

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