OK…seems like a simple answer: "We'll have more customers." Not so simple.
I was on the phone yesterday with a good sized company, doing a lot of different types of marketing…
- Direct mail
- Pay-per-click advertising
- Email marketing
- Social media
That's a lot (and it's expensive)…
And the smart question they posed was this:
"How do I know which of these moves the needle?"
What if a prospect sees 5 of the 9 types of marketing you're doing…which one worked?
The problem isn't knowing which one is working (although that is vital). The problem is in the approach.
This is a "fire in the direction of the enemy and hope we hit something" strategy. It's almost impossible to track with any precision.
It also points to a deep problem for the business…
A lack of clear understanding about exactly who you're marketing to and what problems you solve for them…that THEY care about.
So instead of working to gain clarity, you simple load up the advertising gun and fire away. If you have enough ammo, it works. You will hit something.
But it gets expensive…and in challenging economies it is hard to sustain.
There's a better, more effective approach that's highly targeted, trackable and accountable for results…
I teach it to my clients. You can start here >>>