I know that there are others out there who would be more than happy to provide the one-off – but I can’t do it because too many times I have seen business owners, desperate to make the marketing problem (empty pipeline) go away, and scratch out a check for $2500 – $5000 for a one time campaign (yeah, sure, it might have three phases to it) that ends up yielding nothing at best, garbage leads at worst. Garbage leads are worse than no leads because you waste time investigating only to find that they are garbage.
In my book it’s unethical. I probably could have seen an extra 30% in revenue last quarter had I agreed to creating one-offs, but I just can’t do it in good conscience. I know better.
Marketing is a regimen not an event. I am a brick-layer. I don’t pull rabbits out of hats. I want to make sure that what is being executed fits into an overall strategy and pays long-term dividends. Long after I’m gone, my clients will still be reaping the rewards of well thought out content creation that worked from the minute it was published and will continue to work for them long after I am out of the picture.
Identify your market. This involves the wide net, every one you could potentially sell to, and then narrow focus, those who are most profitable to sell to. Begin with the narrow focus – segment that list. What are their pain points? How do you address their need? The answer to these questions points to what your lead generation messaging should be as well as what types of articles your blog should include.
Understand your market is shopping in a new way. Today they are searching online. Do you appear in their search? If they are finding you through search – when they arrive at your website are they guided to information that addresses their questions? Are they learning more about you solution in a way that is meaningful for them? Are you answering questions like “How should I conduct my search?” “What all should I consider when deciding on a solution?” “How do I make sure that we implement solution in a way that fosters adoption and enthusiasm?”
Are you addressing the questions that are rarely articulated “Will I be fired or suffer politically for making this choice?” Do you have success stories of customers who faced the same business challenges who not only solved the immediate problem but also enjoyed additional benefits as a result of selecting your products and services?
Do you provide the milestones of selection process done thoughtfully? There is so much more than just the initial purchase price. Will the solution be implemented correctly? What is the total cost of engagement – because support and maintenance are so crucial to long term effectiveness and day-to-day efficiency of operations.
Brick by brick. It may not sound glamorous –but it delivers what the prospect is truly searching for. And if captured in quality content – it delivers 24 hours a day, 7 days a week.
Don’t squander your marketing dollars on the one-off. Invest your marketing dollars in the long term development of a round the clock marketing engine.