UMIs, or Useless Marketing Initiatives are killing marketers. They waste time, waste money and produce zero in terms of ROI. Avoid these UMIs at all costs:
- Trade Show Program Ads – no one reads them. I mean no one.
- 4-page (or more), 4-color, glossy, custom cut brochures about your company. I line my bird cage with them.
- Banner ads for B2B lead generation: Be honest: How many clicks did you get? How many were legitimate leads?
- Press releases announcing your latest customer acquisition. Congratulations, you have a customer. What happens next week when you don’t send a press release? Does that mean you don’t have any new customers?
- Facebook pages for B2B marketers. Do I even need to explain this one?
Fight through the desire to produce UMIs and focus on these worthwhile initiatives instead:
- Targeted email that has been tested and refined
- Trade show collateral developed specifically for a narrow audience. 1 page should do. No one will read more.
- Press releases announcing a new product launch. Make sure you send the release to all customers and prospects to whom the new product will apply. Focus. Don’t spam.
- Brief, pithy company profiles on Twitter and Linkedin
- A consistently updated blog
- SEO and well-researched Pay-per-click campaigns that can be analyzed, tested and refined