Website review

How Businesses Can Boost Their Marketing Efforts

Lots of people are on spring break this week — but you shouldn’t take a break from marketing. In fact, there are so many opportunities to stand out for others to sit on the beach during any type of vacation during the year.

And whenever you take time off — or business slows down — here are some things you can do during your downtime to continue growing your marketing and business development efforts.

Even if you have enough customers now, don’t give up on marketing when things are going well because anything can happen.

Moreover, marketing is not just about customer or business development.

It can help you stay top of the media, build your brand, get speaking engagements, board nominations, story-writing opportunities — and so much more.

Here are some ideas for how B2B companies and their employees can jump-start their marketing and business development efforts when they have downtime:

  1. Create a personal marketing plan with just three to five doable tasks so you can actually accomplish them!

  2. Reconnect with former clients and top referral sources

  3. Research industry conferences and sponsorships

  4. Write a client alert, blog post or article – co-write with a colleague, referral source or client if it feels too daunting to do it alone

  5. Set up Google Alerts for the best customers and prospects – insights are always powerful. Also be sure to create one for yourself.

  6. Update your website bio using keywords for SEO – if you don’t say you do it – people think you don’t.

  7. Create a LinkedIn strategic plan, which includes updating your LinkedIn profile with keywords and all sections, sending 5 connection requests per week, commenting on VIP connections posts, sharing a publication and writing a publication yourself, learn how the LinkedIn algorithm works and learn how to use hashtags. If you are looking for advice on how to develop your network and your presence on Linkedin, here are some ideas.

  8. Research your competitors’ marketing activities – what inspiration can you draw from them and what can you do better than them?

  9. Update practice area/industry descriptions and topic listings – people search your business on Google every day – if you don’t say you do, they may think you don’t .

  10. Look at analytics from past blogs, emails and client alerts – this will help you create stronger content

  11. Clean up and add new contacts to your mailing list and create a plan for a customer-focused email newsletter. Here’s how to create a stronger email strategy.

  12. Perform an SEO audit on your website – examine the content of each of the pages and see where you add backlinks and cross-links to boost your searchability. Also, make sure that keywords are used strategically on every page and that you have over 300 words on every page so Google can find your content in the first place.

  13. Reuse past content. Remember that many people will not see your content because of social media algorithms and the time they are online. Repurposing and repurposing content allows you to cast a wider net with it and increase the likelihood that it will be seen by others. It also saves you time so you don’t have to keep creating new content. It is an essential tool to have in your content strategy. You don’t need to create new content from scratch every day. Instead, sift through your old articles, social media posts, and web content and examine the best and worst performing content to see what you can reuse again. You might want to change the image or change the text a bit – or not. Content redirection should be part of your content strategy and will save you time and effort. Evergreen content is particularly great content to reuse because of its timeless nature.

  14. Look for volunteer opportunities for an industry or bar association committee, social cause and alumni associations – it’s a great way to network and meet references, collaborators and clients potentials.

  15. Claim social media handles on all major channels, even if you don’t plan to use them. You don’t want someone else to take yours. At a minimum, display your logo, a brief about section, and a link to your website or link/link tree in the bio tool. You may even find that people will start following you and you should be on one of these platforms accordingly.

Bonus Tip – I have an idea on how to make your customer alerts more efficient and smarter for you.

Perform analysis through email marketing and your social media analytics to see which customer alerts have performed well since January of this year. Then, distribute the results in a social media and email campaign. So, your top five customer alerts from the first half.

This is a great way to give these alerts extra exposure and give the lawyers who wrote them extra publicity.

This is how you make your customers’ alerts stand out more.

Remember that email marketing, when done right (meaning your lists are updated, segmented, and your advocates strategically contribute content) is the most direct way to reach your customers and prospects. So don’t underestimate the power of using it in conjunction with social media.

Remember, now is a great time to focus on your business development and branding efforts, especially since many of your competitors may not be – use this to your advantage !

Copyright © 2022, Stefanie M. Marrone. All rights reserved.National Law Review, Volume XII, Number 108

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