The New Year is here and with it comes hope and optimism for new business, new partnerships, increased profits and overall business success. Some people may wonder, is it possible to be so optimistic when the global economy is still on the mend and businesses remain in survival mode?

My answer to that is yes, it is possible. More importantly, it is time for companies to shift gears from a business that is just surviving to one that is thriving. Businesses are out there for everyone, but first both B2B and B2C customers need to know you exist. It all starts with the strategy.

Companies that have a strategy for reaching prospects and have the means to keep talking to their prospects are more likely to break through at the end of the year.

Gone are the days when prospects would view or interact with a brand four times and then take action to make a purchase. In this age of ever-changing technology, things move faster; we are busier than ever and many of us are running at full speed. We just don’t notice or absorb marketing messages like we used to. Up to twelve touch points can pass before consumers act. Therefore, it is vital that companies implement a multi-touch, interactive marketing communication plan or an Integrated Marketing Communications (IMC) plan.

An IMC ensures that all forms of marketing communication, such as advertising, sales promotion, personal promotion, social media, public relations, and direct selling, are carefully linked to work together rather than operate in isolation.

Although an integrated marketing communication plan requires a lot of effort, it offers many benefits. You can create a competitive advantage, drive sales and profits, while saving money, time and stress.

As a marketer (and in my book that includes everyone in the company), the goal is to sit down with your team and design an IMC that covers online and offline marketing tactics. Here are three free and low-cost interactive touch points that any business can implement to communicate and engage leads.

Start working online

One of the easiest and cheapest ways to promote your business is to get out there and share what you do. Avoid falling into the trap of introducing yourself by giving others the What-You-Do speech. Instead, offer them the benefits-based How We Help introduction. Collect business cards and follow up immediately with an email, the flyer you promised, or schedule that meeting or coffee to continue the conversation.

Speaking for free at Association meetings and Chamber of Commerce events gives you the perfect opportunity to show that you are an industry expert. People may not hire or buy from you right away and that’s okay. The goal is to be seen and stay in the minds of prospects so that when they are ready to hire a consultant or buy a product, they think of you.

Direct sale

Too many companies steer clear of direct mail pieces because they think it’s an expensive way to connect with prospects. It doesn’t have to be if you make this part of your strategy and budget up front.

With so many emails, email direct mail pieces, and newsletters filling inboxes today, readers have gotten used to hitting the delete button. It’s one of the reasons why up to 12 touchpoints are needed, since we’re not opening and reading everything that comes into the inbox.

Participate in social networks

Is your company one of those that has yet to jump on the fast train called Social Media because you fear that customers or consumers might say something negative about your brand on Facebook? Now is the time to get on board. Social media is powerful because it’s two-way communication. What better way to learn what your consumer wants, needs, likes and dislikes.

Set up a Facebook fan page and engage your fans with quotes, tips, questions, polls, product information, and polls to keep them talking and sharing. Add interesting images to improve engagement. Include your URL so that prospects return to your website where you will sell to them.

There is no better time than the present to create a BMI. Create your campaign today.