Before we jump into today’s post, let’s gauge how your marketing to-do list compares with everyone else:
Understanding Your Results
How did you compare? If your current to-do list is over 10 items, you are probably experiencing a bout of “kill me now” syndrome depending on how substantial those tasks are. While we are lucky to live in a world with so many marketing options, we often spread ourselves and our message too thin. Now, don’t get me wrong. I think it’s important to stay up on the latest trends and try out new ways to market to your target customer. However, focus is essential for success. Consider removing, delegating, or outsourcing your tasks before adding more to your list. Don’t know where to start? Here’s a quick guide on how to prioritize depending on your current business need:
Revenue Is Low and Marketing Leads Are Low
If you need revenue now, you need to know who your customers are in order to sell to them. Prioritize tasks that will help you capture your potential customer’s information.
- Create content and host it behind a landing page. Have you written any substantial whitepapers related to your product or service? How about a video walk through of your product? Great! Now, put it behind a landing page. What’s a landing page, you ask? It’s a site where you fill out your contact information in exchange for a piece of content. Here’s an example:
If the content is substantial enough, customers won’t mind giving you their information. So, move that branding video down to the bottom and move up that industry-winning “gated” whitepaper.
- Invest in paid advertising that will drive new customers to your site. Not all paid advertising is equal. Banner ads on a website are great branding tools, but tend to have limited revenue-related return on investment. Instead, focus on channels that provide a guaranteed ROI or have a track record of driving new customers to your site. Some examples include third party email blasts, pay-per-lead vendors that will only charge you for each download, or search engine marketing that only shows your ads when people search keywords. Please note that lead generation campaigns such as the above require proper nurturing and follow up once the customer has been identified. So, once you have all of those leads, now what? This leads us to our next business scenario.
Revenue Is Low, But You Have Plenty of Marketing Leads
In this situation, it’s more important to focus on converting the people you already know into buying customers and save the paid advertising for later.
- Create a targeted nurture program. Focus on providing customers the content they need to move through the sales cycle. This could include a 3-part email campaign offering product related content (without a form) along with a dedicated telemarketing call or even targeted direct mail campaign. Speaking of which…
- Targeted Direct Mail. Direct Mail is making a comeback. Globally too. As we are all inundated with email, print is starting to make a bigger impression. Additionally, since you have a whole slew of leads, you know exactly who to nurture via direct mail, thus giving you a greater chance of conversion.
Take a look at your list – how do your tasks fit in with your business need? It’s time to remove, postpone, or outsource some tasks. Need help? Sometimes it is easier to have a set of fresh eyes review. Email me your list with some context and I’ll respond with my recommendations.