What sort of marketing works best?
Oh, the time honoured question!
Henry Ford once famously said, ‘I know 50% of my marketing works, I just don’t know which 50%’
The good news is that we’re living in an age of easier measurement and trackable customer behaviour.
The bad news is that there has been an almighty explosion in routes to market and competition is springing up all over the place … often where you expect it least.
we suggest that the whole marketing ‘funnel’ (which isn’t really a funnel at all) should be turned upside down, and marketing should focus on the following sequence of events.
- Feedback and engagement with customers to find out what will make them more loyal, and what we can do to achieve this.
- Reputation and referral building systems.
- Once we’ve achieved that, then gather feedback from existing customers, lapsed customers and ‘not yet’ customers on routes to market and why they chose you.
- Then, and only then, develop new marketing processes
- Start small, test and measure, then build systematically
Most marketing budget and activity is wasted – adverts and logos may look cool to you, but if they don’t generate at least 10x their cost in new business, then they’re probably a waste.
Please contact us at firstname.lastname@example.org for our free SHORT eBook on this subject called ‘The 7 Deadly Sins of Sales (and what to do about them)’!