Biznology

Several clients of mine have recently filled search marketing, social media marketing and community management positions. I’ve been reviewing stacks of resumes from scores of candidates representing the full spectrum of skills and experience. But, even in the current labor market, finding the right candidate is hard. If you’re one of those candidates — or will be when you graduate next month— there’s one thing you should know before you send out your next resume. What is it?

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My wife and I had dinner with a couple we know not long ago and during the meal, the topic shifted to our respective jobs. The folks we were with are both successful business people; he runs a small business, she’s an operations executive. And both talked about how successful their respective companies performed, “without marketing.”

Without marketing?

There’s no such thing. If you’re selling to a customer, by definition, you’re marketing. But maybe you don’t realize it. Let’s take a look at what I mean.

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Many marketers enter the new year eager to make a difference only to do what they’ve always done—and only to see the same results they always saw. Happily, you’re not one of those marketers. What separates you from those other folks is your focus on driving meaningful results for your business. And, as I mentioned last month, part of driving meaningful results involves establishing clear, measurable objectives for your team to rally ’round. Unfortunately, too many objectives in marketing miss the mark when it comes to connecting with business results or inspiring action. Why is that?

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Rumor has it that 2012 is the year the world ends (and yes, I am going to use that joke all year long). But on the off-chance we might make it to 2013, you probably want to ensure you’re ready for success this year. Wouldn’t it be great if there was a simple list of things you could do to ensure you’re ready for your best year ever? Oh, wait. I happen to have one right here. What are the 5 steps to online marketing success in 2012?

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If you’re like most businesses, your 2012 marketing plan relies heavily on search engine marketing. Both paid and natural search continue to offer businesses excellent growth opportunities for the foreseeable future. At the same time, that growth could come to an abrupt halt. Search is in big trouble, under pressure from a variety of sources. If you don’t believe me, let me take a shot at persuading you. Read the remainder of this entry »