“My Marketing team are sucking the life out of me – and the cash out of my bank account too…”
A simple answer to the question “how’s your Marketing working…?” during a recent conversation…
I see so many Marketing campaigns costing lots of time, energy and money that just create a lot of heat, but not a lot of light…
What is the purpose of your Marketing Campaign…?
If you are given this list of objectives by your Marketing Team, then consider changing them…
- Recognition – so people get used to seeing your brand and company…
- Awareness – of who you are and what you do…
- Visibility – to get your brand and logo “out there”…
- Exposure – getting you “exposed” to the right people…
This R.A.V.E approach is easy for the Marketing Team – they will talk about clicks, views and appearances. What they won’t talk about is inbound leads, enquiries and prospects; these are avoided at all costs…
Let’s be clear, the purpose of your Marketing Campaign is to get the ‘phone to ring, the email to appear or the message to op up on your screen – it’s all about getting enquiries, not building awareness.
If you want “awareness”, shoot a puppy* on the High Street and you’ll get all the awareness you want for a fraction of the expense and time
So what should your Marketing look like…?
We are in business just like you are, we are Marketing and Selling to grow our company – we are on the same journey as everyone else – so here’s what works for us, and many of our clients…
- Personality – people buy from people not companies – get social, tell stories, build relationships…
- Value – give tips, ideas and methods your network find helpful…
- Consistency – regular updates, weekly content and predictability…
- Multi-Stream – use email, social media, video, Podcasts, workshops, networking, offers etc.
- Sell – only 10% of content should be selling…
Yes we have to do background above the Line Marketing, but we know how many leads a week and month we need to maintain and grow each division of our business – our Marketing isn’t working unless we get the enquiries we expect…
Don’t be interested in “Awareness” be interested in Inbound enquiries…
Here’s one of the ones we received via LinkedIn this week – this is what you should be interested in…
“Hi Dave, trust you
are well, can you let me know the best email for you please?
One of our team would like to get in touch with you regarding a potential
project…”
Have a great week…
Best Regards
David
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