You need to treat marketing like dating… What do we mean? Well, in this article, we want to dispel some myths, broaden horizons for the approach to marketing, and outline the approach you should take when looking at your marketing.
What do you think about marketing?
Marketing is full of myths and misconceptions, but it is equally full of very accurate perceptions. However, the marketing world is just full of noise, so making the right decision about marketing can be a challenge.
Some misconceptions are born from looking at the next best thing in technology. Furthermore, it is extremely easy to get swept up in fancy tools and creating graphics, and then we find people wondering why it hasn’t brought them leads.
The marketing challenge…
The challenge is simple—get the right person’s attention who is interested in your service. The mechanism to overcome this challenge can be far-reaching. The world is your oyster when it comes to marketing and tech. You must keep your focus on the simple challenge.
This question is often overlooked: What happens when you get someone’s attention? We see lots of people who are keen to stand out and grab the customer’s attention, but they are not prepared for what they do next.
What is the result of this?
Well, in truth, disconnection. The potential customer makes contact, this could be by coming to a shop, enquiring through a website or social media. If you don’t have your processes sorted, that customer may wander away or look elsewhere.
Marketing runs through everything, from a response to a face-to-face interaction. It is so much more than a shiny advert or leaflet – regretfully, the ‘shiny’ things can take the lead. This can often lead to a negative outlook when it comes to marketing – “it doesn’t work”, “it is a waste of money”, “social media does nothing for me”, “I spent money on paid ads and didn’t get anything”
Treat your marketing like going on a date
*Insert our cliche here* – that sounds like another one of those marketing cliches; however, we find comparisons help in our world. So, what is the first step? Dating cannot rely only on AI, so do this….
Presentation – How are you giving yourself the best representation? Now, remember, we don’t want to lie or overinflate our claims. When we are dating, make sure you accurately present yourself or the organisation. Do you look clean and well presented? Are you easy to contact – do you have a phone, email and social media platforms in place? Have you thought about what happens when that date contacts you? Be prepared to respond to that enquiry and present simple, straightforward information.
We cannot overstate how much the process side of this step is overlooked. A huge amount of effort is always spent on the visuals, but make sure you work on the foundations. Answer this question: How does someone get in touch? Is it simple to do? When they get in touch, what do I do next? Can I have my information ready to share for transparency, and do I communicate this simply?
Someone is interested!
So, in your presentation, you will (or should have) looked at the processes behind your well-presented business. Respond in a timely manner, ask questions, and do your research. Then, provide a thorough response—this helps build trust and provides reassurance. It’s time to meet.
On a first date, make the right impression, come equipped with the knowledge, and be well turned out, but make sure, most of all, you listen. Hear what they are saying, and lean into what they are saying. Find out more about the interesting things they mention. Match the appropriate services/products. Outline the next steps. This could be a list of actions or a proposal you will create.
Do the work!
Go away and get the programme of work created, and check it for clarity. Send it to them or deliver it in person, and be available to discuss it. You need to be accountable and available to ask the questions. Don’t just expect them to say “OK, go for it!”.
Follow up
Be on the radar without being overbearing. Schedule a suitable follow-up routine, e.g., once a week for three weeks. If you are being ignored, take the hint. I run three strikes, and you’re out of following up in the business world. It doesn’t mean I close the door; I just stop following up and wish them well.
It’s not you, it’s me…
This statement offers a lot for businesses when assessing whether they are the right customers, especially in the world of consultancy. It is crucial to establish whether you are right for your client. If you have any questions about your own fit, you should take a moment to review the situation. If you don’t feel you can meet their requirements for the budget they are asking for, you should say so. Ultimately, this is a short-term action that preserves your reputation. Wish people well and move forward.
Care is of the utmost importance.
Regardless of what you do, caring for your customers should be your number one priority. Simplicity should be your number two. Side quest: Can you tell an 8-year-old what your business does so that they can understand it? Likewise, with your services, plain, straight-talking language is the way to go.
What are we getting at when it comes to marketing?
Adam Coleman, Content Creator at Hubspoke Media says “Sometimes we find that people look too much at the finer details, our role is to take a broad view of the marketing channels and increase that attention over time that ultimately delivers results, this is why having the foundations in place is so important.”
Put simply, it takes thought, patience, consistency, and hard work. You need to first understand what actions you are asking your customers to take. Are they reasonable? Are they easy to follow? Do you outline your service/product simply and clearly so your customer will understand? Have you decided what to do once that enquiry comes in?
The bigger picture: Marketing activities viewed in isolation sometimes are not that impressive in terms of data. This is where consistent effort comes in on multiple channels.
“It is like analysing every jigsaw piece as it is placed. We find that we have to place many pieces consistently in order to build out the final jigsaw. With one piecing missing it doesn’t look right, equally it doesn’t with only five pieces of the jigsaw. It is that consistent approach to marketing that builds you marketing jigsaw. This takes investment and prioritisation of your marketing.” says Adam Walker, Director of Hubspoke Media.
Now you are ready to work on the “shiny stuff”—go for it, create your campaigns, creatives, and materials. Regretfully, this is just the beginning. This leads us onto the next chapter, which will come in a few weeks: working on your marketing jigsaw.
In the meantime, want to know more?