Viva’s Blog: Cut it out!

In the pursuit of more profitable sales, companies often add marketing initiatives rather than scrutinizing the ones they’re currently doing. Thus, already stretched employees are taxed with doing more, which often doesn’t equate to achieving more. The solution? Do less.

Viva’s clients who cut their lists and FOCUS actually see an improvement in results. So, stop adding to your list and start excelling at a few things.

Here are 4 tips to get started:

Tip #1: Repurpose content.
Feel compelled to have a blog, Facebook page, Twitter feed and a web site all with fresh content? That’s okay, but only if you repurpose the content. Start by developing a marketing calendar. Pick a topic each month and that’s what you write about – once. Then, use the content in as many outlets as possible. Frequency and consistency are the staples of any successful marketing plan.

Tip #2: Be remarkable.
Thinking about adding five more trade shows this year? Forget about it. Unless you’re generating hot leads from the ones you’re attending, you’d be better off refining your current tradeshow strategy than adding more.

It’s all about being remarkable. People tell others about remarkable things. Make your presence at every tradeshow something people talk about. You’re already spending the money and committing the people. Why not bump up the remarkable-ness of your pre-show sales efforts, your show activities, and your post-show follow-up instead of attending more shows?

Tip #3: Pick one audience.
Brands that try to be all things to all people end up resonating with no one. How many times have you arrived on a web site that’s yelling a general, mass message that doesn’t speak to you? What do you do? You bolt and go to the next Google search result.

Who is most wowed by what you offer? Go after them. You don’t need to sell to everyone to grow your business dramatically.

Tip #4: Know who you are.
What word describes your brand? Don’t know? Figure it out. Coca Cola’s is happiness. BMW’s is performance. Red Bull’s is extreme. When you know it, then look at each marketing activity you’re doing and determine if it’s true to who you are.

Experience shows the best brand and marketing strategies are rooted in the art of subtraction.

Editor’s note: Laura Sheridan, President of Viva La Brand, was recently selected to be the Brand Blogger for Crain’s Cleveland Business.