In others words, the great Marketing idea, or strategy is never implemented. For example, a lot of people tell me “I am on LinkedIn, but I don’t really use it”. I often ask business owners – “When did you last send out an email campaign?” The answer is often “About three months ago.”
The truth is that the word most often missing from most small businesses marketing is the word ‘CONSISTENCY‘. In other words, doing things in a consistent and ongoing manor.
So often I see businesses who only market themselves when they are not very busy. When they are busy they stop marketing. I also hear business owners telling me “I can’t afford to work with you right now Steve, but as soon as more business comes in, I will give you a call.” Do you know what? It never happens.
Sales and marketing, or lead generation and creation, needs to be driven. I once heard a lovely saying: “Marketing is like a wheel barrow. Nothing happens until you push it forward”.
One of the biggest ‘sins’ in marketing is not measuring your results. Why? Because you can not manage what you do not measure, so if you are marketing your business using a particular strategy then you need to know whether it is working or not. Let me ask you a question: What return on investment do you get from your website? How much did your website cost you and how much has it made for you? Do you even know this KPI?
You also need to consider how many people visit your website on a monthly basis and how many leads that creates. And what is your conversion rate and life time value from those leads?
Without this step it is impossible to implement the next step – that is, improving the results that you are getting.
The third reason for marketing failure is not really failure at all; it is is lack of maximisation. Let’s take a look at email marketing. For example, businesses that use email marketing are generally very poor at doing so and they say email marketing does not really work. The truth is that they have never tested it in order to improve the performance. They could:
Take action, measure your results and then work on improving the results that you are getting. If you want to learn move about Prudent Marketing, then join me at one of my half-day workshops. They are only £69 and the ROI you will get is nothing short of outstanding. Click here for details.
However, 95% of the small business owners that I speak to are not doing it, 4% are doing it badly and 1% are making a fortune from it.
In my world there is nothing boring about doubling your business. Personally, I rarely send out an email without making money – and I send out lots of emails every week.
I believe that there is no faster, easier or more cost-effective way to generate sales than email marketing.
Here are my top seven tips for effective email marketing:
And this one is the BIG ONE!
Don’t give up. So many people that I speak to tell me: “I have tried email marketing and it didn’t work. We sent out an email in January, another in February and again in March and we have won no business.” This is like meeting a man or woman in a bar and hoping to build that relationship by sending out a monthly email. It simply doesn’t work.
Rather, is it best practice to keep in touch at least weekly, to phone these people and to arrange to meet them at events etc.
Need further marketing help? Take a look at this.
Google has changed its logo many times for fun, but major changes to the pages don’t happen too often. That is why their recent decision to remove PPC adverts from the righthand side of the page is big news!
This will have the effect of reducing the amount of PPC adverts on the page from eleven to only seven. In turn, this means more clicks for the companies on the page, especially those in the first three boxes at the top of the page.
Yes it will, although it is hard to say how. Fewer adverts could increase organic traffic, however a fourth advert at the top of the page could push the organic pages down the list. My thoughts are that Google have not done this to reduce their PPC advertising income, but rather to increase it. So if that is the case it is reasonable to assume that fewer clicks are going to be made in the organic side of Google and more are going to be for PPC adverts.
Less adverts above the fold means it is going to be more expensive with higher CPC (cost per click) fees and bidding wars!
You may want to ask yourself: Are the words you are bidding on worth spending the current CPC on? Could you find a more cost effective niche?
According to Professor Robert Cialdini and his book, “Influence – The Psychology of Persuasion”, there are six tools of influence. In this video I discuss the first one, called “Reciprocation” and how you can use this in your sales and marketing efforts.
How many people need to visit your website in order to create a lead? Watch this video for ideas to improve your Conversion Rate Optimisation.