I had just started my business. My friend was launching his third. It was 2012, and we were talking about lead generation. I told him my plan to send prospects my capability statement, along with a personalised letter by post. The sceptical look on his face said, ‘good luck with that’, but what he told me was some of the best advice I’ve received.
He said, “I’ve found that the more I put into my business, the more I get out”.
This couldn’t be truer than when applied to marketing. A little is better than none, and lots beats all.
Marketing makes you more disciplined. It calls for critical thinking about what you do best, which customer segments you will target, and how you will position yourself in the market.
It helps customers make better decisions by getting them to see greater value in your product over someone else’s.
And it provides direction for your team. There’s no confusion about what you stand for when you have a clear and consistent value proposition.
Therefore, the odds are in your favour that whatever marketing tactics you choose (social media, case studies, direct mail, video, sales presentations, cold-calls, radio, SEO, Google ads, print media, events, etc.) some good will come from it.
Consider the three outcomes you can expect from marketing (generally, speaking):
- Brilliant – Sales and brand awareness are up and you’re gaining market share. Keep investing!
- Ok– You fell short of expectations but generated enough new business to cover costs. Draw on the insights to improve.
- Bombed – Yes, it hurts… both personally and financially. But you learned a lot about customer behaviour, value propositions, and communications channels. Read Start Your Marketing Here for tips on how to avoid this outcome.
On average, your marketing tactics will at least breakeven 67% of the time. A pretty good investment.
Because marketing offers a high probability of success, it pays to experiment.
Here are some marketing communications examples that helped my clients increase sales:
- Case Study Video – a live action video can be one of your most powerful sales tools.
- Capability Statement – an easy to read profile that shows customers how you create value.
- Social Media campaigns – raise awareness and get your message out there.
- Sales Presentation – a great way to tell your story when meeting with prospects.
Do more marketing to get more out of your business.
When you engage in marketing you’re doing more than generating sales. You’re also making your business more deliberate about what you do and don’t do. You’re educating customers who will thank you by giving you their business. And you’re preventing your business from trying to please everyone, which we know results in pleasing no one.
Start the marketing process now.
I can guarantee that whatever you choose to do – you will benefit from it.
If you would like to get more out of your marketing, then call me on 0418 973 699 or send an email to john.mccarl@lighthousemktg.com.au.
