Over the years I have learned some simple, common sense tips to improve marketing outcomes. These are not 'rocket science.' They are just simple things you can do to improve your marketing outcomes.
- Whenever you conduct customer research, ask this simple set of questions at the end of your research: "Where do you go to get information about products in this category?" "To whose advice do you listen?" "To what websites do you go?" "What publications do you read?" "What conferences do you attend?"
- Whenever possible, but especially when interacting with the public, make sure you capture each person's name and email address. You would be surprised how many people forget to do this even at marketing events. And know that it is always better to have the prospect's contact information than making sure they have yours. One way to make sure this happens at conferences, trade shows and events is to require the person's name and email address as a cost of entry to your presentation, activity or booth.
- In any online communication, suggest that the recipient share the communication with or forward it to friends and colleagues who also might be interested in your product or service. This simple prompt will cause many people to do just that, forward or share your communication with friends and colleagues. You can also add "share" buttons to the the post or email message to make it even easier to share.
- Whether it is in an email message or an online ad, make sure there are multiple places a person can click that will take him or her to the intended action. I will likely be a combination of words, images and buttons.