If Your Marketing Strategy Isn't Remarkable, You're Invisible
I don’t care how good your marketing is. If you’re not remarkable, you’re invisible. Unfortunately, it’s very hard to create a remarkable business.
Take a look at this picture. It’s Burger King’s Halloween Whopper. Love it! Black bun dripping with A.1. sauce – this is a perfect example. Does anyone else have a burger like this? Nope. REMARKABLE!
Think about the story: “Burger King has a new burger with a black bun for Halloween! What? Yep, check it out.” Search it yourself. There are articles on USA TODAY, Mashable, TODAY, NBC, Gawker, Time, CNBC and more. The list is pages long. There's video after video of people testing the burger and doing online reviews, many of which have over 10,000 views – all free marketing for Burger King.
Here’s where you say, “But we’re not Burger King, and we can’t just come out with a Halloween product or something crazy like this. We’re not consumer goods, so this doesn’t apply.” Yes, you could say that. Or, you could work much harder, look at your business much more objectively and create at least one aspect of your company that is actually remarkable! Every business has the ability to do this.
This is also where inbound marketing can be extremely helpful. If your inbound marketing strategies are solid, you’re going to be looking for stories to use as assets within your program.
What stories can you use on the website, on your blog, in your emails, in your content and on social media? No one cares about your product features – you know that, right? Not only do your prospects not care, but they’re also bad at remembering any of those features, so they could never share them with anyone. On the other hand, give people a couple of short, compelling stories and bang! They want to tell everyone.
Now that you know you need these, here’s how inbound marketing guides you toward creating a more remarkable business.
Build An Inbound Marketing Plan That Supports Your Remarkables
If you start with a plan, you'll quickly realize that one of its key ingredients is messaging, including stories and differentiation. I don’t care how often you blog or how much content you produce. If you don’t have anything interesting to say, no one is going to listen.
This is a major error made by many of the agencies and businesses currently practicing inbound. They don’t have the marketing experience or discipline to create the basic building blocks of the marketing strategy, so they skip right over this part and start executing tactics. Big mistake!
Make the development of these remarkable elements and stories a non-negotiable. You are unable to move forward with tactics until your business has at least one or two remarkable stories to use in your marketing. Look at your process. Look at your delivery. Look at how you create your products or deliver your services. Look at how you train your team or select your clients (yes, select your clients; sometimes exclusivity can be remarkable).
Flow Those Stories Into Your Inbound Tactics
Once you have the remarkable messaging and compelling emotional stories that engage your prospects and move them to action, you're ready to redo your website, start emailing everyone, write content, populate your blog, add landing pages, create videos and employ other inbound tactics. You’ll notice an immediate lift in the performance of these tactics if the strategy component is intact.
Be prepared to make some adjustments. No one gets it perfect right out of the gate. Inbound is an iterative process, and you need to think about it that way. Some of the stories are going to kill it, while others might whiff completely. The good news is that inbound tools (when deployed properly) give you the ability to see which stories work and which ones need to be adjusted or scrapped. Finally, there's a way to get real-time feedback on marketing messages. Brilliant!
Track And Test Everything
Speaking of real-time feedback, inbound delivers quantitative data on almost every aspect of your inbound program: blog articles views, CTA buttons clicks, landing pages conversions, website visitors, blog subscribers, email opens. We even get data on visitor movements across your website pages.
For the first time in the history of marketing, all of this data is at your fingertips to help you make adjustments, test different configurations and drive toward your lead goals – daily, weekly and monthly.
Take advantage of this new marketing strategy and these cutting-edge inbound tactics today. Keep in mind, it takes time. You’re not going to start inbound tomorrow and see leads the next day. It just doesn’t work like that. Earning your prospects’ attention takes laser focus, expertise and patience.
Start Today Tip – The best advice I could give you is to resist the urge to simply buy software and jump into the tactics. This is a recipe for a negative experience with inbound. We’ve seen inbound work in every industry, with every company and for every type of client. We’ve also seen inbound fail in practically all of the same scenarios. The difference between success and failure is almost always marketing strategy. If you don’t know what to say, to whom and when, you’re going to find inbound very frustrating. Take the time to build the marketing strategies you need to execute it properly. You can thank me later.
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Posted By Author Mike Lieberman, CEO and Chief Revenue Scientist
Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.