No doubt about it: It's tough to market and sell even the best solutions in a bad economy. On the sales front, cycles are longer, it's tougher to close business and profit margins are thinner. For marketing, the pressure is on (big-time) to produce better results with less money. (Sound familiar?)
While the natural tendency is to react quickly, this may do more harm than good. Surviving in this economy is not so much about technique as it is about attitude. So which are you?:
Proactive marketers plan, spend wisely and control their message. Not afraid of audits and other methods to properly plot a strategy, these folks understand what works in their specific industry. They spend valuable marketing dollars in areas most likely to create positive results. Active participants in social media, proactive marketers take control over what's being said about them and their brands—and limit potential damage. They monitor and measure along the way, recognizing that these efforts will return value.
Reactive marketers rush in, respond to trends and put out fires. These marketers do whatever they're told or just follow the latest fad. In most cases, this approach ends up being more wasteful than successful, requiring multiple cycles to determine that something doesn't work. With a "damage control" attitude toward their online reputation, these folks are vulnerable from a PR standpoint.
For those of us in the marketing trenches, the pressure has never been greater. While you need to act swiftly, consider your attitude: Take the time to map out your success, and execute a well-designed plan.
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