New Year's Recap: 19 Direct Marketing, Call-Center and Social Media Tips of 2009, Part 1
After a careful review of all my columns this year, I've come up with a list of 19 top tips for you. Implement these strategies into your planning to help prepare your business for a prosperous 2010. Happy new year!
(Part 1 contains tips one through seven, dealing with hot-button topics such as social media, lead generation and Twitter. Then check back next week for tips eight through 19, focusing on direct mail marketing and analysis, call centers, and e-commerce websites.)
1. With social media strongly in play — whether you like it or not — marketers don’t get to choose what's said about their brands. Control of your brand image has been passed, torch-style, from the marketing department to your customers.
2. Are you afraid of negative publicity? If so, why? Don't you want to find out what your customers are talking about? Or what you can do to fix or improve your company? If you bury your head in the sand, the ruthless truth is your customers will bury you. Like the proverbial Chinese alphabet character for “danger” having the same meaning as “opportunity,” now is your chance to become truly customer-centric — to finally understand by listening to the internet chatter about your company.
3. I understand times are tough right now for many, but merchants need to start operating on the following premise: If you listen, they will come. Your customers are the ones who should drive your business. Social media means you have to work harder at serving your customers, but the rewards are greater customer loyalty and lifetime value.
4. Tweet news and information about your company and products. New products, company news, press releases, corporate milestones, testimonials and “meet-the-employee” articles are great examples of things to tweet. Anything you think will get people both familiar and, more importantly, emotionally involved with your brand is worth your while.
Jim Gilbert has had a storied career in direct and digital marketing resulting in a burning desire to tell stories that educate, inform, and inspire marketers to new heights of success.
After years of marketing consulting, Jim decided it was time to “put his money where his mouth was" and build his own e-commerce company, Premo Natural Products, with its flagship product, Premo Guard Bed Bug & Mite Sprays. Premo in its second year is poised to eclipse 100 percent growth.
Jim has been writing for Target Marketing Group since 2006, first on the pages of Catalog Success Magazine, then as the first blogger for its online division. Jim continues to write for Total Retail.
Along the way, Jim has led the Florida Direct Marketing Association as their Marketing Chair and then three-term President, been an Adjunct Professor of Direct and Digital marketing for Miami International University, and created a lecture series, “The 9 Immutable Laws of Social Media Marketing,” which he has presented across the country at conferences and universities.