Give Your Marketing a Health Checkup

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now is a great time to assess the health of your company’s marketing.

As temperatures remain around freezing, the ground is hard and unforgiving, and jobs are ramping up waiting for the spring thaw, this is a perfect time to assess the past year, and develop new goals and marketing plans for business growth in 2014. setting business goals is a job for you and your team. here are some areas of marketing that are a great place to start, and can be tailored to any goal setting.

Website: your website is the front door of your business and should be dynamic, up-to-date, and reflect your business and your work. update it regularly. every client who considers your company looks at your website. fill the site with content that demonstrates your knowledge and expertise. testimonials can be powerful. invite response with a call to action on every page. make the site easy to use and worth a return visit.

Sales Presentation: the business-to- business sales process usually involves face-to-face meetings with prospects. you need to walk into those meetings with a great presentation of your capabilities. Develop an engaging powerpoint presentation about your services and how you can help the prospect succeed. you can add video and use more sophisticated tools later.

Sales Collateral: when you leave a prospect meeting – and sometimes before you meet – you want to provide information about your company that they can review and share with others. start with a capabilities brochure, then develop a carrier or folder with inserts for testimonials, case studies, biographies of your team, or a client list. marketing is the lifeblood of your business because new business is critical to your success. A regular check-up will ensure the overall health of your marketing and keep your marketing current.

A Free Tracking Tool: google Analytics. if you want to know who is visiting your website, and specifically where on your site visitors are going, you need to add google Analytics to your site. google Analytics is one of the most common tools for tracking traffic, and it generates detailed statistics about your website’s traffic and traffic sources and measures conversions and sales. google Analytics can track visitors from all referrers, including search engines, social networks, direct visits and referring sites. the basic service is free of charge and a premium version is available for a fee.

Untangling the Web: search engine optimization (seo) is the process of improving the volume and quality of traffic to a website from search engines via organic (i.e. not paid for) search results for targeted keywords. Caveat emptor: seo is a rigorous and scientific discipline. with so many companies hungry to improve their search engine position, though, it has attracted fly-by-night seo companies and “experts.” if a company calls and promises page one placement for your company, expect to write a very big check. or just hang up.

“Marketing on the Level” is written for CAM members and the commercial and industrial construction industry by Chris Hippler, Capital Letters Marketing, Ann Arbor.

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