Kick-start your Growth Marketing Strategy – Never Cut Back on your Marketing
Never Cut Back On Your Marketing – Instead – Cut Back On Ineffective Marketing
This strategy follows on very neatly from the previous one. That is, never cut back on your marketing, but do cut back on ineffective marketing!
I urge you to stop running ‘institutionalised’ marketing. The kind whereby you simply plaster your brand all over the place: a flag waving exercise that doesn’t really amount to much, nor lead to any demonstrable results. If you simply plaster your brand all over the place, but there is nothing else demonstrated, then you can never create a reaction but only awareness. And I’m afraid ‘awareness’ without any form of action on the prospects part will never pay the bills.
You need to practice the art of direct marketing; building a one-to-one relationship with your prospect by communicating with them directly, in a compelling and persuasive manner.
You need to know what is working for you and what is not. So with this in mind:
- Cut out any pretty, “institutionalised” advertising.
- Cut out any advertising that you cannot measure the results of.
- Create a reaction first and then awareness.
Do this: collect all your marketing materials together. Literally lay them out in front of you. Then first of all, examine how successful each of your promotional material has been (I’m a big believer in not re-inventing the wheel: so if it’s working, keep on doing it). Second, does it offer a strong and compelling call to action; do your promotional materials compel me to want to respond – please be honest. Third, what can you now do to improve the effectiveness of any marketing that is falling short of the mark?
I go through this process with private clients all the time, and I urge you to do the same.
Andrew Ludlam is a qualified business adviser, marketing consultant and trainer, specialising in helping business owners position themselves as authorities in their field.
Andrew Ludlam is a qualified business adviser, marketing consultant and trainer, specialising in helping business owners position themselves as authorities in their field. To discover more, visit Maverick Marketing Consultancy