Influence people

Sunday, May 15, 2011

How to Torpedo Your Marketing Efforts

I have a confession to make.

I love to watch movies about submarine warfare.

Especially the parts where the sub is forced to play cat-and-mouse with the enemy destroyers on the surface.

That's when the sub has to "run silent" to avoid being blown to smithereens.

If your organization occasionally runs silent, I have a warning.

You're sinking your chances of closing more sales.

On B2C, Drew McLellan describes this all-too-common marketing error.

"Too many organizations go hot and cold with their marketing," he writes.

"They’re aggressive or at least active one month or one quarter and then are dormant for months at a time."

Organizations guilty of "running silent" market only when sales are weak.  

When sales are strong, "marketing falls off the radar."

That's foolish, as McLellan makes clear.

"But we know our customers," you insist.  "And we know the buying cycle in our industry.  We like to time our marketing efforts to cooincide with it."

The simple fact of the matter is that, "unless you sell Christmas trees," you can't know when a prospect will begin her buying journey.

She'll start it when she's good and ready.

And if she starts her journey while your marketing is on hiatus, you'll probably never convert her when she eventually does buy.

"In most cases, a prospect isn’t going to give you their time and attention for more than a few minutes," McLellan says.  "So you have to go with the 'be present all the time, so when they need/want you, you’re there' model."

Got that?

Be present all the time.

No more running silent.  

Full speed ahead.

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