Marketing by Accident: No Thanks
Some businesses sputter along from month to month, doing just enough marketing to make ends meet by pure accident.
Others take a proactive approach to their marketing and communications and business development and find themselves in the fortunate position of being able to choose their customers and grow their business in a conscious way. But what does this latter approach require for success?
Can we wish upon a star, write a plan, and hope that once a month we can push a reminder to our customers that we exist and spur them on, in between weekend barbeques?
Sure, you can keep a few customers alive by feeding them once a month with a dribble of self-interested information in an email newsletter.
But if you don’t truly connect with a customer’s need time and time again, and grab them personally by the heart and mind, over and over again, you simply will not be standing there when customer desire unites with a call to action to deliver a converted lead or sale.
You (or your marketing and BD) must have you standing there, when those stars align, to ensure that your target calls you when they need you, and not your competition.
So how do we do it? We connect with a customer in a hungry, dynamic and yet calm and mildly aloof manner to ensure that they:
a) Understand your business.
b) Understand how they could apply your services to their business.
c) Understand that your services are completely unique, or at least marginally better than your competition.
d) Understand the point in time or business when they will need your services and how they should act upon this need.
We do it by getting back to basics. It is not a new kind of marketing that I suggest most of the time, it’s just good old, integrated marketing done with new, clever, shiny looking tools that make your business look like it is keeping ahead of the trends.
Because now, more than ever before, marketing is a juggling act that brings together an array of digital and traditional tools and techniques that complement each other to keep the short (and getting increasingly shorter) attention spans of digitally overloaded clients connecting with you.