At a recent marketing webinar the host spoke about the importance of always being in market, ensuring you execute on a set of marketing activities on a daily, weekly, monthly and quarterly basis. This can appear to be a very daunting task until you break it down into a marketing rhythm that is manageable.
Daily activities could be social media posts or sharing – remember that all social media sites do not need to be updated every day. You could rotate your postings through Twitter, Facebook and LinkedIn so you don’t have to constantly think of something to say. Start with one; expand on it and so on.
Weekly activities could involve refreshing just one page of your website every week until they are all done, and then starting over again – search engines will love you for this activity and keep you near the top of their rankings. If you’ve refreshed over and over again then consider posting at least 1 new download every week until all the downloads have been refreshed. You can be sure your presales guy will be delighted that you are publishing his content and helping him/her attract new prospects to talk to. All out of ideas? How about posting or refreshing a blog?
Keeping a monthly webcast on the calendar is another idea. Prospects are always looking for information about products so whether you are conducting a high level overview of Customer Relationship Management (CRM), Enterprise Resource Planning (ERP) or showcasing your ISV solution, having a regular webcast rhythm is predictable and a non-threatening way to offer information to prospects reluctant to part with their contact information.
There is also, of course, the dreaded monthly newsletter. It always feels like you just got it out the door and you have to start working on the next one – keeping it simple, formulaic and predictable is key to getting it done and keeping you top of mind with customers you are nurturing or prospects looking to purchase 6-12 months out.
When talking about quarterly activities it always feels like there is more breathing room to plan. Building out micro sites and providing them with depth enables you to really focus on specific verticals and showcase your expertise – keeping your customer testimonials, success stories, linking to your blog and call to action up front and center is sure to draw attention to your company.
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