Two Winning New Year Resolutions

January 6, 2010 | Posted by Roger Halligan

Thankfully, a very difficult 2009 is finally behind us and we can now look forward to the new year with cautious optimism.  I agree with the economists who predict that business conditions will continue to improve throughout the year, depending on the markets you serve.

But regardless of the markets you serve, here are two new year resolutions/strategies that can help you turn things around in 2010.

1. Finally Implement a Social Media Program – Don’t carry the old excuses of 2009 into the new year – “We don’t have the budget or staff” or “We’re going to wait and see if it is a fad that will go away.” Social media is here to stay and your customers are online now talking about your company and your competitors.  You need to be part of that conversation.  You may have to switch money from other budgets to do it (either internally or with an outside agency), but it will be worth the investment.

If you are not sure how to get started, give me a call and I’ll walk you through it – 312.332.4650 ext. 22

2. Initiate A Strategic Public Relations Campaign – Now is the time to start generating valuable editorial coverage for your products, services and company. While it is true that there may be fewer magazines with less printed pages of editorial, there are now more online opportunities to tell your story to your target audiences.  You need to be in front of the decisions makers with these “third-person endorsements” from the media on a regular basis.  The two most credible sources of information your customers rely on are recommendations from trusted industry sources (the media) and recommendations from their industry peers.

Editorial coverage in trade publications (print and online) provides the media recommendations and a strategic social media program provides the recommendations from your peers.  The two go hand-in-hand and they both provide one of the best ROIs you will get from any of your MarCom dollars. If these two strategies are not currently in your MarCom budgets, it may be worth switching money from your advertising and/or direct mail budgets.

Best wishes for a prosperous new year.

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