At last week’s LMA-MN luncheon we had the ability to attend Ross Fishman’s presentation Developing Powerful individual Marketing Plans. Fishman discussed marketing plans, budgeting, differentiation, and marketing best practices.
Here are the five key takeaways from the luncheon:
2. You CAN’T Do Everything
Marketers should help identify who the right people are to target by focusing on a narrow audience. It is also important to remember that you can do more with less if you try. Fishman suggests using more “creative tactics” to reach your audience as it is cheaper. By being bold the work is more memorable. We loved the example below…
Which ad gets your attention for the divorce lawyer? I guess he does look hard
at work in the left and who doesn’t love reading lots of text… NOT.
3. Decide Who You Are Then OWN It
This was a great point that came from the presentation. You can never be everything to everyone, but you can find your niche. For example a firm could say they are the “finance expert” but what does that mean? If there is a specialty such as “aircraft finance,” own it and dominate that market.
4. Do One Thing Well
Fishman brought up a great point… What do you do if you only have enough money to do one thing well? He gave an example Don’t just check a box (we have a blog, check) but determine what is effective and needed to do the project well.
5. Re-Use Re-Make Repurpose
As resources continue to be stretched thin, don’t remake the wheel but rather repurpose it. Content marketing will continue to be a key asset in the future. Repurpose content to maximize your initial efforts.
Old Model: Speak, leave, pray.
NEW Model: Cut it up and spread it across the internet! Re-use the content you worked so hard to create by either using the entire thing or by segmenting it into sections:
- Videotape: put the content on Vimeo, YouTube, and your website
- Audiotape: edit the audio into podcasts
- Transcribe: articles, blog posts, and tweets
- Remember synergy created powerful SEO
For more information on the topic and to learn more about Fishman visit: http://www.fishmanmarketing.com/