Marketing - Looking ForwardEvery day this phrase hits me harder and harder. Keeping your brand alive and out in front of people is the key to success in today’s marketing world.

Too many times I see people get hung up on a particular marketing channel like social media or mobile marketing and they spend so much time trying to see how others are finding success. This is a good approach to a point. At some point, you need to start looking forward and see where all of this is going.

Recently, I analyzed the data of how people were finding out about my company. The numbers revealed that “Word of Mouth” was still the most popular reason for people wanting to learn more about our company. This probably does not come as a surprise to some of you, but I was also amazed that right up there in second place was the company website. Over the past two years we have worked hard to provide information in an organized fashion that would help bring in more people. Finally, other online promotional activities was also a huge reason for people connecting to our company. This last piece involves the company blog site and social media campaigns.

What this analysis shows me is that people are looking for solutions and answers when accessing information online and it is up to us as marketers to make that experience an informative process, (Quality Content Marketing) and simple process, (Call-to-action). This is where I am spending more and more of my time.

Marketing is the new innovative sales process. It never stops. Data needs to be analyzed and acted on as quickly as possible to insure proper growth occurs. Marketing also needs the support of client service and sales teams. I would also add production supervisors and upper management. Everyone must understand that the ultimate goal is to secure clients and revenue. I remember my days working at large corporations and really only being focused on a particular discipline like marketing or information technology. For this reason, it is much easier for smaller companies to apply these marketing principles than it is for big companies.

Your goal as a marketer is to continue to work at building your client base and making sure you communicate your actions to the members of your company. Everyone must think like a client and work to understand clients’ needs if the company is going to continue to meet their needs. So keep pushing and striving for more. Don’t look back or your competition may be passing you by.

Image courtesy of Stuart Miles /