“Hope is Not a Strategy“
Gone are the days that you need to throw spagetti at the wall and see if it sticks. It doesn’t mean that you don’t have to experiment to find the right thing, but it does mean that meassuring your results is easier than ever. If you have a limited budget for marketing, shouldn’t you know it is going to provide a return on investment?
The killer for business owners is when they tell them selves that they are going to do a big marketing push next month, and then that gets pushed back another month or 4 and then before you know it, you have gone 6 months without marketing your business. There are a bunch of marketing related activities that can be done in 5-15 minute segments. In my experience, consistent marketing wins out every time over the periodic “big push”.
I always ask my clients, what have you done that has worked in the past and they usually have at least one answer. When I ask why they stopped doing it, the answer is usually because we already did it. If the 1st time yielded some decent results, you may be amazed that sending the exact same message to the exact same people may yield even better results. The vast majority of the people you send it to didn’t see it, and the rest wanted to take action but procrastinated and then forgot about it.
Marketing is all about exposing your message to as many of the right people as possible. Elaborate marketing plans can be a huge waste of time. The best plan in the world is worthless if it is never executed. Together we will come up with a plan that starts from where you are now. If you have an elaborate plan, great. Then the strategy is to more effectively execute the plan. If you don’t have a plan then the strategy is what can we do today to expose the right message to the highest number of your target market with exactly the time and financial resources you have right now. Stop imagining that you will suddenly have more time or money to commit to marketing. It is a trap that usually results in no marketing happening for several months. The best strategy is almost ALWAYS execution. When you work with me it is 100% about taking the right actions consistently.
Knowing more about the people who buy from you is never a bad thing. Who are your best customers? What is their buying process? What convinced people to take action? What hobbies do your typical customers have? What clubs do they belong to? What causes do they support? Uncovering these insight may lead to some valuable insights that could payoff big time.
How to do it? Make asking questions a part of your fulfillment process. Get everyone involved.