General, Marketing with Mansfield

Time to “Fall Forward” and Freshen Up!

Summer is over.

“Back in the day” (aka last year) this is the time of year that I would avoid Staples, Walmart, Office Depot and Target at all costs. That’s because it was back to school time and because everyone needed new items for school. A+B=insane, Black Friday-esque, crowded stores.

You can’t take notes in an old, used-up notebook. The locker might not even be the same size as last year so you couldn’t use the same old stuff. Your markers were probably dried out. You needed new binders. But you wanted to make sure you went through old school supplies first. Maybe there were a couple markers you never used. There was probably a mirror or a locker shelf you could’ve used again.

The outlet mall was just as bad if not worse. You needed new clothes for back to school. New dress code or you might have grown or old clothes were just plain worn out. If you needed new clothes, then you probably needed new shoes for all the same reasons. It would have been silly, however, to have gotten rid of everything and just gotten all new clothes and shoes. It would’ve been a good idea to try everything on so you could’ve decided what to keep and what to toss.

Freshen up

What can we learn from this back in the day, back to school frenzy?

Clearing out, cleaning up and freshening up your resources are exactly what you should be doing with your marketing materials!

By marketing materials, I mean your online materials, digital tools and social media marketing platforms.While you’re at it, you might as well take a gander at your print materials, too.

As far as brochures and other print materials go, you want to make sure the information contained is up to date and accurate.

Make a to do list!

Have you changed your logo?

Did the area code change?

Are the people listed still employed?

Have you added people?

What about your services?

Sometimes when I am working on a customer’s email newsletter, I will send a draft to the client and I receive an email in return that reads “We haven’t done mastectomy since 1998. Can you take that off the list of services?” Of course I can, but guess what, I got the list of services from the website so you should probably update it there, too.

Update online resources

It is easier to go “back to school” on your online materials and digital tools, but it still takes time and energy to keep these updated. Here is a tip. When you are putting together your website, Facebook page, instagram, LinkedIn or other online portal, don’t use a photo of your entire staff. Rather, use photos of individual people. It is a nice touch to have pictures and bios on a website, but there are many O&P websites with photos that include people who no longer work there. It is tough enough to get photos of individuals, try taking a new whole staff photo every time you add or subtract staff!

Do all the links still work on your website?

Do the contact us forms work?

Test all the actionable content on every page.

Check every link.

If you have a “click here to email us” button, then make sure users can actually send an email by using that button AND make sure the person who is supposed to receive it is still receiving it.

The end of the year is fast approaching. Why wait until the holidays to go “back to school” on your marketing materials? Do it now.

Need help? elizabeth@cecpo.com

General, Marketing with Mansfield

Tatanka

buffaloFor the nomadic Native American tribes, the buffalo was more than just a source of meat. They used the hide to make clothing and tents. The horns were made into cups, toys and spoons. Hair was used for saddle pad filler, rope and ornaments. Hooves were turned into glue. Thread was made out of the sinew or tendon. Even the brain was used for tanning the hides. Nothing was wasted.

It took a great deal of effort for the hunters to be able to take down a buffalo. They were not about to do all that work and not make full use of their efforts. The same should apply to your marketing strategy.

Maximize your efforts

Take a look at your marketing efforts. You have probably spent a lot of time and money updating your social media, organizing events, mailing collateral, making brochures and keeping your website updated.

Picture each marketing activity as a…buffalo. Ask yourself, am I using all the buffalo?

For all that effort you need to make sure you are taking advantage of the alternative uses to your hard work. Concentrate on making those efforts worth your while. Consider the all alternate uses for your facebook photos. There are various ways they can be rearranged and reformatted to find new homes in print and online.

Health fairs

Trade shows, health fairs, chamber of commerce events are great places to spread business news. Incorporate pictures from your social media platforms into materials you distribute at these events. Use the pictures you take at these events to post on your online marketing outlets.

Direct mail

Direct mail marketing is a great place to re-use photos that you’ve used in your social media marketing efforts. Have a picture on instagram or facebook that has gotten a lot of attention? Use that as the front of your postcard. It is so easy to make and send postcards these days and, if the picture was popular online, you can drive people who may not be familiar with your online marketing efforts, to your online outlets by making sure to include the urls of your facebook and instagram accounts!

Action!

Media is constantly changing and a good marketing strategy works with the flow of change. Not against it. Video channels – like YouTube and Vimeo – are hugely popular all over the world. If you haven’t had time to make an actual video, you can take those same photos and turn them into a slide show – voila! – instant video. Now go upload it to your YouTube channel.

Keep that website fresh

Adding the photos to the news or photo gallery section of your website – make sure you tag those photos! This will not only be useful in getting the word out about the information you are sharing but will also show that you update your site regularly. Nobody wants to see obviously outdated pictures or info on your website. Keep it fresh!

E-mail newsletters

Pictures are worth a thousand words. Use them. They are easier on the eye and generate a lot more interest especially now that everyone is using their phones all day, every day. It’s super easy to link those photos to your website, facebook page, etc., so make sure you do it. Don’t waste ANY of that buffalo!

Just as the nomadic Native Americans turned buffalo skulls into headdresses, I am sure you can come up with even more uses for your marketing efforts. I can’t wait to see what you do with your tatanka!