2009 brings with it a number of potential marketing challenges starting with the economy, but also including the evolving online consumer. Will you continue marketing the same way as years past, or will you be applying a new approach? The correct answer is probably a hybrid of the two.  Here are 3 mantras for 2009:

Know Your Clients, Know Your Clients, Know Your Clients…

If you understand the type of client you want to attract, creating marketing activities to reach them will prove much easier!  Learn specifics like how and when they like to communicate, and more general things like common challenges and topic interests. Also understand that we are all getting better at spotting a marketer, your challenge will be not over selling yourself…without missing an opportunity.

Be Visible, Be Visible, Be Visible…

Offline
Let’s start with offline marketing first; focus your message on what the consumer wants to hear about. Given the current turmoil with the US housing market most homeowners are paying close attention to their home value and other key market indicators.  As a result, many “Cyberhomes Neighborhood Expert” members have started sending our dynamically generated direct mail pieces to their sphere. These postcard and flyers include the homeowners estimated value trend or a local market statistics table.

It may also prove useful to create an offline educational event. This would give you a chance to invite members from your community into a staged atmosphere. In regards to format, it can be a presentation from you, from a panel or to increase participation try a roundtable.

Online
In regards to the online space, visibility can be much harder.  I’m going to break this out into CATEGORIES:

• Website/Blog: To start you MUST have a home base! A place for you to hang your bio/contact info, the IDX search, and all those other resources you share.
• Social Media: Rather than having an account at every social network and rarely using any of them, I would suggest that you create accounts on the best traffic networks for your typical client and then actively participate. If you’re not sure where to jump in, take a look at Robert Scoble’s Social Media Starfish for some examples.
• National Search: Many consumers start searching on national sites because access to the data is so robust. Why not put your brand in front of consumer searching your area. Neighborhood Expert members display a 728 x 90 banner add at the top of Cyberhomes in the zip code of their choice.
• Guest Blog: Take advantage of other complementary communities. Try guest posting, but remember add value via your post. What I mean is don’t create a post about yourself or your business and hope others will share it! Instead create a post that tackles a real issue or talks about something the blog audience cares about.

Be Consistent, Be Consistent, Be Consistent…

Today’s visibility can be gone tomorrow if you’re not constant with your activities. For example, if you’re mailing postcards, look forward over the year. Does the size of your distribution list make sense given your yearly print marketing budget?

With respect to your online activities, it will likely become a time issue. The online world really seems to suck the time away. I recommend a staggered approach in which you allocate a little time each day to keep up with your online networks.