Most of you are searching for the marketing silver bullet. The one secret marketing tactic that will delivery all the leads your business needs to grow as big and as fast as you need it to grow.
Try saying that out loud. It actually sounds ridiculous doesn’t it?
No business works like that. Marketing, like any other discipline requires expertise, patience and a lot of hard work. There is, however, one component of excellent marketing that's often overlooked, neglected or just plain skipped. Marketing strategy. Without it, you might as well stop everything you’re doing because it will never work.
Even inbound marketing, which is the perfect approach to marketing for today’s buyers and today’s marketing tools WILL NOT work without a solid marketing strategy. Let me illustrate that for you:
Most of us would agree you need a great website to be successful. But if you don’t know what to say on that website or how to make your business stand out or what educational content to offer visitors to get them to convert into leads or what keywords to focus on when you write and build the site, even the most beautifully designed website will fail to produce any measurable results for your business.
Let’s look a little deeper. If you have a few educational videos and a handful of whitepapers how do you get them in the hands of your prospects? If you don’t know who your prospects are, what blogs they read, what emails they subscribe to, what websites they visit or what trade sites they frequent, then you will never be able to get your content in front of them to drive them to your new website.
If you don’t strategically map out the entire experience for your prospects from the time they first hear about your company to the time they sign an agreement, then you have a very good chance of losing them at some point in the process to a competitor who has taken the time to do this very exercise.
Ladies and gentlemen, the game has changed. It happened fast, but it happened. You have to change the way you market your business and the way you sell your products or services because your buyers have changed the way they want to buy from you.
Today, it all starts with strategy. Once the strategic questions are answered, your marketing becomes much simpler to execute, track, analyze and the real-time adjustments become obvious. The result is a significant improvement in the ability to drive traffic to your website, convert that traffic into leads, nurture those leads into sales opportunities and then turn those sales opportunities into closed business.
Start Today Tip – It's January. Did you create a marketing plan for 2013? If not, don't worry. There's still time. It typically takes us about 30 days to create a full marketing strategy that includes an entire year's worth of inbound marketing tactics. If you had a plan in place by late February you would still have 10 months to see improvements in traffic, leads and new business. Don’t wait any longer.
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