It's August, and in many BtoB industries August is traditionally a slow month, especially for marketing personnel. There aren't many trade shows in August. So many people are on vacation, it's hard to keep projects moving forward, much less start any new initiatives. People who aren't on vacation are more preoccupied than usual with children out of school and at home, or relatives visiting from out of town. Then there's the mid-August dead zone, when people realize school is starting soon and they squeeze in a few days of vacation to spend a little more time with the kids before their lives become ridiculously busy again. (It's like that week between Christmas and New Year's Day - that's the Christmas dead zone.) Oh, and if you need to collaborate with anyone in Europe, forget August. (How does Europe keep RUNNING during August? It seems like everyone is "on holiday!") Let's face it: It's just not a month that's known for big accomplishments in marketing.
I personally think of August as a time to get caught up in a lot of areas that have not taken priority for months, or to get a step ahead in areas where I always seem to be lagging. If you're responsible for marketing in your company (and you're not one of the gazillion who are on vacation) here are some things you can do that don't require the assistance of anyone else, that will make the rest of the year more successful.
1. Write some extra Blog posts. I never seem to have enough time to write as many articles as I'd like for my Blog. During August's down time, write as many extra Blog posts as possible. That way, you'll have something to plug in down the road when you're traveling or covered up with other projects and deadlines.
2. Work on your direct marketing lead database. You know all those trade show directories you've accumulated this year? Pull them out and go through each of them to find prospects for your direct marketing database. They all vary in the amount and quality of information for each exhibitor, but there's gold in some of them. You won't always find an individual's email address; often, it will be "sales" or "info" @XCompany.com. Just gather the information that's solid.
3. Plug-in several months' worth of automated tweets for your Twitter account. When I know I'm going to be on vacation, or really tied up for a long period of time, I stockpile my automated tweets. If you have a Twitter account, I'm sure you're using one of several awesome tools that allow you to pre-schedule tweets. I try to stay no less than two weeks ahead; but when you have extra time, why not schedule out tweets for a couple of months? Spend some time looking for great blog posts and YouTube videos; make a list of recurring on brand messages you want to communicate through your Twitter account - then schedule away. You may only schedule one tweet every day or two for the next few months; of course you'll still be going to Twitter on a daily basis to monitor mentions, direct messages, and the tweets of your "important people." You'll still be tweeting daily; but use August to give you a leg up on tweets that don't have to be in real time.
4. Refer to the item above - if you haven't already incorporated social media into your marketing tactics, now's a great time to research and get started. There are so many excellent sources of information for BtoB businesses about how social media can create opportunities, and how to get started! Check the Marketects Blog page in the "Social Media Marketing" category, or go to IndustrialMash.com's Blog, written with industrial companies in mind. Now, while things are slow, take the time to learn about social media and think about how your company can benefit from it. Start with what seems easiest to you. For some companies, that will be Twitter. Seriously, opening a Twitter account couldn't be easier. If your company has videos that you use for sales or to educate customers, starting a YouTube channel is a must! It's also easy to create a LinkedIn Company Page, or to start a LinkedIn Group that relates to your business. Take the time to educate yourself about social media and dive in!
5. If you already have a Twitter account, think about launching a company Facebook page. I had a Twitter account for at least one year before I developed a company Facebook page. Setting up a Facebook page for a business is a little more complicated than opening a Twitter account - IF you do it right. There are all kinds of plug-ins that allow you to customize your Facebook page in a way that will benefit your followers. Do some research, and then take the leap!
6. Start preparing for next year's marketing communications plan and strategies. If you don't own the company, you have to sell your marketing ideas to the execs. If there's anything new you've been thinking of throwing into the mix next year, start gathering data that supports your idea(s). You can even start working on a presentation if you know that will be part of the planning process.
7. If you have vendors that you've been thinking of replacing, but just haven't had time to interview alternatives - do it now. I have vendors I've worked with the entire 12 years I've been in business for myself. I value long-term relationships and I'm loyal to the people who always come through for me. However, sometimes, something happens and we know we have to make a change. Your sales rep leaves and his or her replacement just aren't giving you the same level of service; a vendor is bought out, and the new ownership doesn't do business the way you prefer; sometimes, a fresh perspective is called for. Whatever the reason, don't keep working with a vendor that is no longer meeting your needs or expectations. There's plenty of competition out there. Sure, it's a pain to have to interview new companies and then take a chance on one; but nothing ventured nothing gained.
8. Organize your office! This is a no-brainer for me; but I'm a neat freak. When my office environment starts getting too cluttered, it literally stresses me out! Having said that, there are still times when I have so much going on that the "piles" start to accumulate on every empty surface. Take advantage of August's slower pace and organize all the magazines and trade show directories you've accumulated; file away items associasted with projects that have been completed; and throw away things you've been holding onto "just in case," but it's been so long ago you can't even remember why you saved it. Unclutter your office and it will help to unclutter your mind.
The dog days of summer don't have to be boring. Use the break in intense activity to get ahead of the pack. You'll be glad you did when October rolls around!
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