Forget Resolutions

The new year has arrived, and you have likely created a list of resolutions to start and keep in 2016.  At Whiteboard Marketing, we don’t like to call them resolutions, because, well, those things are usually broken within the first week.  But, goals are real and attainable, if you set them correctly. So, we have outlined five key marketing goals for you to consider in 2016.  

Commit to Marketing

First and foremost, commit to marketing in 2016.  Many people believe that if you commit to marketing, you must spend huge amounts of money to net results.  Yes, you do need to make an investment in marketing, but it doesn’t need to break the bank.  However, that commitment should include a budget, time and personnel to accomplish your goals.  Ask and answer these questions for your company:

  • What do you want your marketing effort to do for your company in 2016? Build your brand presence?  Bring in new customers?
  • How are you currently attracting new customers?  And, is it working?  Or, do you even know if it is working?

Once you decide what is working, keep those initiatives and get rid of what isn’t.  Then, commit to doing something, but not everything, to build your brand and bring in new customers.  There are a lot of digital marketing options out there today – social media, pay-per-click marketing, search engine optimization, local directory listings, website design and redesign, e-newsletters, online reviews, and more.   Focus on the marketing strategies that will work with your goals and customers.

Identify one person in your company who will be your “marketing ambassador,” and commit to carving out time during each day and week to focus on marketing. Remember, you have to make room for it in your budget, time and personnel resources to develop and implement a successful marketing strategy.

Marketing is easier than you think. Just commit to it and then get going.

Understand Google

Google truly rules the world. At least, the world that can make or break your company’s online presence, how people search for you and find you, how prospective customers reach out to you, and even what people say and think about your company.

Understand Google and what it means for your business.  Get to know how your Google + page impacts your local search effort.  Learn how your local listings drive the way people search for your business.  Ensure your company information is correct and accurate across the web so people can find you.  Keep up with Google’s constant changes so you can reflect those changes through your website, social strategy, content curation and search initiatives.

Focus on Your Website

Consider a home page revamp. The wide world of the web is changing every day and your website should reflect your brand image the best it can. Redesiging your homepage is an inexpensive way to stay current with website search trends and can be a great way to keep your brand looking fresh, relevant and current.  Just remember, the goal of your website home page should be to direct viewers to exactly where they want to go in the shortest amount of time and with the fewest clicks.  Essentially, Keep It Simple, Sunshine (we don’t believe in using the other S-word when it comes to marketing your company).

Manage your Online Reviews and Reputation

What your customers say about you online can actually impact others’ decisions.  According to a recent article in, 90% of consumers say their buying decisions are influenced by others’ online feedback.  Commit to asking customers for online reviews.  Make it easy for them to review you on Google, Facebook, Yelp and other key review sites.  Then, respond to those reviews – all of them.  Be proactive and think about how you will handle negative reviews.  Yes, you will get a negative review every so often.  No one is perfect and customers sometimes perceive things differently than you – and their perception is your reality.  We have a lot of thoughts about responding to negative reviews, so remember to stay tuned for an upcoming issue of our newsletter for our great insight and wisdom.

Understand your Customer and Rework Your Social Content Strategy To “Engage” Them

Think about what type of content you are posting on social media.  Facebook, Twitter, Google+ – these are the rulers of the social world.  Are you on these sites? Understand your customer and create a content strategy that will make them want to follow you on your social sites and “engage” with your posts.  Successfully posting on social media accomplishes several things at once for you company, including:

  • It builds your overall brand identity.  What you say is a direct reflection of who you are as a company brand.
  • It helps Google search and find you.  Every single thing you post on the web is indexed by Google.  Post and post strong, engaging content.
  • It attracts potential customers.  Social media sites offer you so many ways to reach your prospects.  Boost your posts, advertise, create audiences that look like your customers and find the “right” customers for your business.
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