An orchestra brings together a variety of instruments to create a symphony – a singular experience. It’s in the integration of the strings, horns, percussion, reeds, etc. through which the listener experiences the power of the performance.
Your marketing needs to be conducted like an orchestra where a variety of marketing tactics at your disposal are strategically called upon to create an experience for your prospects. The reason for this is that it allows your prospect more ways to receive your message in a way that is appealing or convenient for them.
It usually requires a variety of touches for a prospect to respond. They hear you speak at a conference. They Google your name and find a variety of articles and press releases in which you are mentioned or that you have authored. They visit your website and read through the testimonials and customer profiles. They receive direct mail or an email that informs them of your offering. Through all of these tactics, if you are thoughtfully providing memorable and valuable messaging frequently, the prospect is able to know, like and trust you. When the moment of acting or the need to reach out occurs – you are top of mind.
When you limit the type of marketing vehicle used to communicate your message, you make it easy to ignore the message. Email blast after email blast, makes it very easy for the recipient to simply delete without reading. We’ve all had those mornings when email after email begins to populate the screen and in an attempt to prioritize and filter – it’s just easier to delete those emails that simply aren’t critical in an effort to make the workday more manageable. Telemarketing call after telemarketing call typically trains the recipient to let the call go to voicemail. You get the point.
They say variety is the spice of life. It’s also the juice of effective marketing. My tagline is “Fall in Love with Your Business Again”. That starts to happen when your marketing becomes effective. I like to use a mix of direct mail, online articles, social media, press releases and speaking engagements. It’s a theme that I repeat often, but it works: all of these practices allow my audience the opportunity to know, like, trust and try me.
Good marketing is green. What I mean is that it can be recycled and repurposed in a number of ways – the great blog article makes for a great webinar. The speaking engagement can be repurposed into a number of blog articles and a press release promoting the speaking engagement. The problem you solve for one customer makes for a great testimonial and showcase for other potential customers who are challenged with the same problem.
Good marketing is memorable. When I send out a direct mail piece it has a shape, a color, a tone, a message unlike anything else the prospect is receiving. That makes it memorable. That makes me a more appealing choice. That makes me top of mind.
If your marketing is yielding no results – maybe it’s time to think about a change. You know that your products and services can transform businesses. Isn’t it worth evaluating, recalibrating and finding a better way to share that message and improve your results?
