As we emerge from 2009 and the economic challenges last year held for many, we’re seeing a consistently optimistic and proactive approach from marketers, businesses and brand managers alike. Q1 2010 is being seen as a time to metaphorically come out of hiding as firms are once again focusing heavily on developing creative, compelling marketing campaigns that will help differentiate their brands and build market share. Using another baseball analogy, the benches are being cleared and the first one to the pitcher’s mound will steal the spotlight, if only until the others catch up and crowd the field.

Keeping up with the pack requires a surge in marketing but just as importantly, to keep within a healthy budget will require strategic marketing with smart allocation of resources. So what works and what’s not worth it? Here are a few tips we have for marketing in the year 2010:

Refresh the look of your website
For many businesses, the corporate website is the face of your brand and it deserves and requires freshening up every once in a while. If the design of your site has not been tweaked or modified in the last 18 months, a touch up is in order.

Develop a clear messaging strategy
It’s so easy to skip the first step and go right to the punch but back up and start with the basics if you haven’t already done so. First and foremost make sure the content on your website and in any other marketing materials is saying what you’ve intended to say and in a way that creates value in your firm, for your clients.

Consider your website’s functionality
I can’t stress enough how important it is to have a website that is perceived as flexible, current and fluid. If you’re not a web developer, the actual functionality of your site might not come to mind as needing an update but think again. Unnecessary page refreshes and constraints due to an outdated information architecture can stand in the way of you and potential clients. Give us a call if you’re interested in learning how the functionality of your site can be made more interactive and more intuitive.

Keep in touch with your general audience
This year, save the money you would spend on paper and postage for direct mail pieces and instead opt for a custom-designed digital newsletter. It’s sustainable, both for your firm and the environment, and it takes about 30 minutes of writing a month to produce a corporate newsletter that can be sent to all of your company contacts.

Treat V.I.P's like V.I.P's
Focus on ways to establish close connections with your target markets. Segmenting your database is one way to easily sort contacts by vertical market, making it easier to get the right information to the right people. Similarly, a new template created specifically for targeted marketing announcements can be designed and integrated as a hidden page within your website so that you can easily access and edit the content to be used for new product announcements, promotional offers for specific industries and more.