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Marketing Is Not Your Sales Silver Bullet


If you think your marketing strategy is a quick pass to overnight success, think again. When sales falter and your company has no strategy or plan in place, don't expect one-off marketing tactics to get your sales amped up. Marketing takes time, but when it's done right, it will pay off — big time.

Inbound Marketing

One of the most successful marketing strategy comes from inbound marketing. To achieve this, you need to create web and social content that draws consumers into your site. This is the gift that keeps on giving. It may take months of groundwork for your inbound strategy to work, but when it does, it will continue to drive traffic to your pages. Some companies see over a 1000 percent increase in traffic when they use this strategy, but it does take about six months to one year for many to see that kind of return.

Multi-Faceted Marketing

Another approach to marketing that takes time and energy, but pays off in the end is multi-faceted marketing. This means thinking of a campaign as a full strategy rather than a one-off advertisement. Multi-faceted campaigns incorporate multiple platforms, including everything from social media and web content to gorilla marketing and traditional television or TV ads. The idea is to have one cohesive theme that reaches multiple channels, targeting your audience in the widest possible way.

Trend Marketing

One of the smartest ways to target your audience is by jumping on a trend, or even better, starting a trend. The best way to do this is through a lot of research. Keep track of your competitors' marketing strategies, as well as your own. Whose seems to be paying off the most? Now, look at what's popping up in other industries. Is there any way you can take some of those ideas and transfer them to your own company and industry? Staying on-trend, or even slightly ahead of the trend, can help you establish your company as an industry leader.

Remember, shortcuts are not the way to success when you're looking for marketing approaches. The time and energy you put into developing a thought-out approach will pay off in traffic, consumers and sales.

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Vera Fischer

By Vera Fischer

The visionary of 97 Degrees West for more than thirteen years, Vera has served as the CEO and President since 2004. During Vera’s tenure, the agency has achieved steady growth while surviving both economic recessions in Austin, Texas. Vera began her advertising career at GSD&M where she worked on accounts: Krispy Kreme Doughnuts, Houston Rockets, Dollar Rent-A-Car, Pearl Vision, SeaWorld and DoubleTree Hotels. Her next stop was the nationally recognized T3 known as “The Think Tank.” While at T3, Vera spearheaded the Dell Computers launch of the Preferred Accounts Division and lead national projects for the ESL and Enterprise Divisions. Other notable accounts included Quintiles Oncology, Austin Lyric Opera and St. David’s Hospital. In 2001, Vera left the agency world to embark on the client side as Director of Marketing for Forgent Networks, the software spin-off of VTEL video conferencing. Vera managed an annual multi-million dollar marketing budget, developed online lead generation programs, managed the inside sales team and consistently delivered high-quality MQLs to the sales team. In 2004, after a company wide re-org, Vera was laid off while on maternity leave. Within the day, she founded her agency, 97 Degrees West. Vera’s weekly podcast entitled, “System Execution”, launched in mid-2016 with notable guests like Ari Weinzweig, Jeff Smith, Gary Bizzo, Dr. Alan Pitt, and other business and thought leaders. Vera is the first woman to host a podcast devoted to systems and processes of successful companies. She is quickly becoming one of the country’s leading authorities on the topic of execution Vera is a member of the Austin University Area Rotary Club, an advisory board member for the School of Journalism & Mass Communication at Texas State University and a Mentor at Capital Factory in Austin, Texas. Vera is completing her Master’s in Strategic Communications at Texas State University in May 2018.