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Today’s economy has every business executive—including CEOs and CMOs—looking at ways to restrain and curb their annual budget expenditures. If you’re one of these people, you’re expected to do more with less, yet at the same time seize market share and increase company profits. A pretty daunting and overwhelming task, huh?
You are not alone. I’m here to tell you that your marketing and company growth doesn’t have to suffer in the midst of budget cutbacks.
It’s not about spending more on marketing; it’s about smarter marketing.
By taking advantage of every available marketing relationship—with current and prospective customers, the media, industry influencers, colleagues and employees—you leverage opportunities to promote your company to its fullest potential.
Go Digital
Make sure your marketing efforts can multi-task. For example, if you’re sending out a traditional direct mail piece or company newsletter, make sure you put together an e-mail list to send out a blast and e-newsletter in addition to (or as a substitute to) a printed piece.
Update Your Web site
Effective Web sites should:

  • Include all information pertinent to your brand
  • Be user-friendly and simple to navigate
  • Have clear key messages
  • Feature compelling, easily accessible information for customers
  • Be helpful to the media – Have a press room with up-to-date news releases, company backgrounders, photos, media coverage and contact information
  • Have links to your Twitter, LinkedIn, blog and Facebook pages

The Internet is overloaded with meaningless content. Don’t contribute to that trend. Make sure your Web site is relevant, informative and concise. Remember to direct your online visitors to the specific Web pages where you’re providing valuable information and where they can engage in the conversation.
Revolutionize Your PR Strategies
Last, but certainly not least, make certain you’re bringing your traditional PR strategies and tactics to the next level. If pitching a traditional press release, reach out to the media and post it to your Web site’s media room for easy access by journalists. You can also send it out over a newswire service like PR Newswire, Business Wire and PR Web for a minimal fee.
Don’t forget to simultaneously optimize it for the search engines! Distributing an optimized release over the wire increases its “shelf life” and places it into the hands of both your target audience(s) and the public for an extended period. It also makes it easier for journalists to find when embarking on research for a story.

Maximize Every Marketing Opportunity
Marketing plays a key role in building up market share while paving the way for future success. So really dissect your marketing efforts. Determine through measurement and thorough analysis what marketing vehicles are working for your company and which ones aren’t. Maximize and leverage every marketing opportunity and relationship, and make your marketing really work for your company.