Resolutions for Every Marketer

Episode 2019.1

Just a few short days ago, we rang in a new year. The next morning, we all made our yearly intentions that – we hope – will shape the rest of the year. Yet, New Year’s resolutions have become such an expected occurrence that we don’t flinch when we fail to stick to them. Here in New Orleans, we often give it another go during Lent.

As a marketer and business owner, this is also the time when I make some resolutions that I think will improve my businesses and bring success. So, here goes.

I will make my data actionable

Marketers are now the beneficiaries of a ton of data. Google Analytics, digital marketing, heck, even my LinkedIn posts has data attached to them now. My resolution is to stop staring at the numbers and pick one or two that will make a difference in my business rather than just pumping up my ego. Make a resolution to use data to make your marketing smarter or more efficient. If you’re buying media, stop buying the media YOU consume and start using data to buy media YOUR TARGET AUDIENCES are consuming. I know that sometimes, this may mean you have to tell your boss that although he listens to a station every day on his way to work, your audience may not share the same taste. Identify where you can find quick hits and build a highly targeted and efficient media plan that you can track via your database or your CRM or however you measure your business.

I will get to know my customers better

The most successful businesses know their customers. I think I have a pretty good idea of my customers, but do I? Really? This year, I will invest in research. I will take a look at their journey. I’ll try to uncover their pain points. I want you to do the same. What are the elements that make an ordinary purchase experience with you extraordinary? Focus groups and online surveys can give you a wealth of insights to help you build your marketing programs. Understanding your customer is essential to long-term growth strategy, and it should be at the center of anything you do.

I will use my Get Out of Jail Free Card and Try Something Bold

Years ago, I listened to a marketing hero of mine tell a story of a promotion he developed as chief marketing officer of Kodak. It was a massive and expensive misstep. His lesson to us: “no one is going to die.” I’ve worked with Elissa Plastino on and off for more than 10 years. This is her favorite quote, perhaps followed by the “I don’t know where you were going with this, but I can tell you, you didn’t get there.” But, that’s a story for another day. The point is most business can sustain a little creative thinking. So, I’m going to test many things. I’ll definitely think things through, but I’m going to take the risk. OK…that one does scare me just a bit, but I’m doing it. I’m giving you a (figurative) Get Out of Jail Free Card to try something bold and different. And I want you to email me your ideas because I’d love to hear them.