The Union Marketing team recently hosted a strategy workshop called Marketing for Growth at the Chamber of Commerce for Greater Philadelphia. The workshop covered a number of lead generation strategies used by innovative brands. Here are three things that our workshop attendees loved:
1. Marketing Budgets - Year-on-year sameness
Marketing budgets typically reflect budget decisions that have been made over the years. Every so often we add things and, at times, take away things. For the most part, a budget has been defined by the activities we do from a historical perspective. So how do we expect different results with the same input?
To truly innovate and grow, a seemingly crazy idea is to start from scratch. Accountants do this all the time with zero-based budgeting. But the reality is that we’re unlikely to totally re-do our marketing budgets. Any form of extreme make-over would be unsettling to our teams and our leadership, right? So here are some tips on how to build in activity and get recognition for new ideas and experiments.
Account for your “growth hack” marketing.
2. Piggyback to build distribution faster and efficiently.
Save money and time building online communication distribution. It seems obvious but understand where your audience is at and build upon the user base and interactions already happening out there. But how many marketers truly take this on strategically?
Some famous brands known for piggybacking to gain users include PayPal who started on eBay, growing interest in its convenience there. Facebook has spawned a whole series of successful businesses who’ve grown their user bases on the social platform. See more examples in this Adage article.
3. Activate your employee base, it’s free!
There is much talk recently about employer branding. The Union Marketing has been pulled into global discussions on this with our financial services partners. Marketers who understand and tap into this are being strategic and efficient.
We love sharing these stats from LinkedIn on employee advocacy : On average, a company’s employees have 10x more connections than the company has followers. People are also 3x more likely to trust company information from employees than from the CEO. On average, employee re-shares of company content have a click-through rate of 2.1x that of the original company status update.
So these were the three things our workshop attendees loved. We’d love to hear from you on what made you excited at a conference or workshop you recently attended.
Disclaimer: This is our own (positive) opinion and does not necessarily reflect those of the brands mentioned.
@smunthree | The Union Marketing Group | www.theunionmarketing.com
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