In today's economy, everyone is looking for ways to get ahead. And that includes marketing firms, ad agencies, web companies (yes, we own one of those, too) and the sort.
You want those tools that work – the magic pill that will help you survive – maybe even thrive. Right? What's working? And gimme a double shot of that.
I hang out on LinkedIn a fair amount, and a lot of the marketing and small business related questions floating around among the reporters there have to do with THE marketing tactic that is working or which PARTICULAR social networking tool is pulling the best.
Two things:
1. 99% of the time, no single hat trick is going to make your business wonderful. There isn't a magic wand. Unless you want to name it "hard work." Good business and in turn good marketing is a well crafted message pushed towards your carefully selected target market using the most strategic group of media, customer experience and customer retention practices that will make your marketing machine hum.
2. If you don't KNOW what combination or tactics are working for you, then you have a pretty serious problem. I've spent a fair amount of time measuring in my day – its sorta my shtick. But here's one thing for sure – if you work with us, then hold us to that. Don't do it because it's the "of the moment" tactic. Do it because it works. I don't care how cheap or quick or loud or beautiful or smashing "IT" is… do not do it unless you can measure it. And do not do it ever again if it doesn't work.
let’s work it that way. It can (and should!) be lots of fun, but let’s
make sure we are all disciples of K.D. Paine and that we measure.
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