One of our blog subscribers asked us this question in a private email so we thought we would discuss it here. The size and scope of your Marketing Machine™ is directly related to your business goals and the state of your current marketing.
Reality Marketing teaches “goal oriented” marketing is the only way to go. That means your overall business goals are directly related to the amount of marketing you need. As an example, if you are a $10 million dollar business and want to get to $15 million in the next 18 months, you are going to need a lot of traffic to your site; you are going to need a lot of conversions, which means you need a lot of content and offers. If this is your scenario, you need a fairly large Marketing Machine.
Likewise if you are just starting out and don’t have a website, Facebook page, videos on YouTube, or other foundational marketing tools, you still need a sizable Marketing Machine.
On the other hand, if you already have a website with decent traffic, strong messaging, engaging differentiation and effective sales tools, you might not need too many additional marketing tactics-a more modest Marketing Machine will be fine as long as your business goals are also modest.
Of course there are a set of basic marketing tactics that every company should be executing. I discussed a few of those in this blog post. So, as you create your Marketing Machine, make sure your tactics are in line with your current marketing and your business goals.
ACTION ITEM – Take your list and assign expected results to each of the tactics. For instance, if Getting Found is important to you, identify the number of visitors you expect the site to see as a result of your Getting Found tactics. Clearly a website with strong messaging, conversion tools and a blog are critical, but how many LEADS do you expect from your site?
This is calculated by taking the total visitors and applying a conversion rate, typical conversion rates are around 1%. If this isn’t enough, you need more traffic OR a higher conversion rate. Conversions are driven by the Trio of Offers (No Risk, Low Risk and Direct Business Offers). The more offers, the more conversions.
Each tactic should contribute to helping you reach your business goals. If they don’t add up, your machine is too small. If you want to have us look at your Marketing Machine and give you guidance, email me at firstname.lastname@example.org or click on the "Let's Talk About Your Marketing" button below.
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