Translating Marketing Trends for Small Biz, NFPs

Kim PierceallCommunicating and Writing, Marketing

The 2010 Kellstadt Marketing Group Symposium held this spring for DePaul University alums, students and grad students offered some intriguing insights into what they called the Next Gen. Much of these sessions serve marketers in corporations looking to expand and innovate on a grand scale. But the Grotto approach is to glean what we can from the big guys and apply variations to small business, entrepreneurs and not-for-profit organizations.

Here’s the juiciest stats and observations I made from this jam-packed session:

  • “Continually improve how you can obtain data about your clients, customers, target audience. The more you can refine your message and deliver it best, the more effective your communications will be.”

TRANSLATION: Get email addresses whenever possible. Ask questions at any touch point with customers, patients, etc. Connect with your prospects in language, look and ways that fit the way they really talk to each other.

  • 54% of bloggers post daily.

TRANSLATION: Whatever you are doing online and in social media isn’t enough. Find people who can help you expand your efforts in these areas. (Note to self: Blog more!)

  • Build your personal brand.

TRANSLATION: As we live our lives more publicly, we need to craft the story about our own personas conscientiously. People are now more likely to “know” you before ever meeting you. Make sure those impressions are in alignment with your business and career goals.

  • Since women do 80% of the buying in the consumer marketplace, be sure you are speaking to them.

TRANSLATION: Do your homework and find out exactly who makes the decisions about buying your products or services. Imagine your best possible client/patient/customer and craft marketing messages that speak directly to them.

  • Look for the “passion points” in the group you are targeting.

TRANSLATION: Do you know what excites or inspires your target audience? Beyond the old marketing model of talking about what “pain point” motivates buyers, this approach addresses tapping into positive motivations whether for fun, success, fulfillment, etc.

  • “Understanding the new media means you’ve gotta live it.”

TRANSLATION: Not a big stretch here. Kari King of Glam Media put it bluntly in that statement. To meet customers where they are online, you’ve got to be there, too. Actively. Regularly. Dabbling is a good way to get your feet wet. But don’t expect to win new clients/patients/customers with just a Facebook page and a never-checked Twitter account. Carve out some time and make social media a priority in your marketing efforts – especially if you know your prospects are already living there.