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How to prioritize your marketing


It’s hard to choose between a zillion good marketing options. Nick Scarpino gives you a good framework to decide in his book, Hey Marketers, Get Your Priorities Straight:

  1. Prioritize marketing communications that reach your target markets. There are so many ways to group customers into target markets, and you should choose the ways that work best for you.
  2. When investing in marketing communications tactics, prioritize those that provide an experience worth sharing and then enable people to share those experiences easily. It’s not just about creating the next viral sensation on YouTube or simply posting something to a social network. It’s about creating content that is educational, inspirational, or entertaining and giving people ways to share it.
  3. Measure the indirect and direct financial outcomes of your marketing communications and prioritize the tactics that have the highest return on marketing investment. Over time, focus on developing ways to test and measure customer lifetime value and invest in the initiatives that produce the highest CLV.

These are the basics, and not new, but well-said.

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