Do More Marketing Communications, but Spend Less

Your marketing communications budget has shrunk.  Your company is hungry for sales leads.  How can you help?  Here are some ideas for staying visible while spending less.
PUT BUCKS WHERE THEY’LL GET THE MOST BANG. Analyze the results of your marketing communications programs.  Compare results with your objectives.  Invest in what’s working best.  If possible, tweak what’s not working as well and watch the results for improvement.
FOCUS ON CUSTOMERS. Your best prospects may be your customers.  And it usually costs less to retain a current customer than it does to create a new one.  So talk to your customers.  Ask them what they need to know and how they like to receive information.  Then implement programs that meet their needs.
USE SOCIAL MEDIA AND E-MAIL MARKETING APPROPRIATELY. Social media marketing’s  getting a lot of buzz these days.  Before you throw resources into this avenue make sure you’ve found a good way to reach your audience.  Expect it to take time. Social media marketing is more like public relations than direct response.
E-mail can be a lower-cost alternative to traditional, printed direct mail or newsletters.  But be smart.  Purchased lists tend to be bad investments.  I recommend building your own list, but be sure to get the recipient’s permission before sending anything.
ADD MARKETING PUBLIC RELATIONS TO YOUR MIX.  PR can extend your reach economically.  So, publicize new products and services.  Work with customers on case histories.  Collaborate with editors on articles.
USE OUTSIDE RESOURCES WISELY. There are independent marketing and communications professionals who can help you.  You get great work without the overhead of keeping someone on your payroll.  Just remember the “garbage in, garbage out” principle.  If you don’t give your marketing partner clear direction, you’re going to get back garbage.  However, if you provide all the right stuff and get junk, it’s time to get a new partner.