Maybe its because of the society we live in today. When you see ads online for “I made $3000 last month working only 2 hours at home in my pajamas” become more common than seeing someone reading a printed newspaper, there’s definitely something going on.
I have no problem with things going digital. I love technology. What I do have a problem with, and what I do find sad, is the number of people that expect things to just work instantly for them.
Consultants do some marketing, see that it’s not working and they give up, pack their bag and move onto the next thing that ‘has to work’ better for them because this one “clearly” didn’t.
These days information, one of the most valuable assets a person can attain, is freely available and accessible 24/7 at a click of the mouse.
The reality however, is that marketing successes are rarely instant.
Marketing requires continuous and consistent efforts.
Take the fact that the average number of ‘touches’ to turn a look warm prospect into a customer is seven. That’s 1-2-3-4-5-6-7!
Let’s look at a few common situations:
- You run one ad and it doesn’t work and call it quits.
- You send out an email and then make one follow up phone call. They are too busy to talk with you. You never contact them again.
- You receive a request for information. You send that information yet never follow up to see how you can help the prospect.
These are just 3 of the many situations consultants find them in. And the unfortunate and most likely result is that no business gets booked.
Why? Because there was no on-going follow-up. No system. No campaign.
All of these are like taking some salt and pepper and shaking it blindly around your kitchen hoping that some of it will land in the frying pan. A little may…but most won’t.
Your marketing needs to be consistent. It needs to be tested and it needs to be coordinated.
When your marketing doesn’t produce the results you’re after, don’t give up and call it a day. Every failure (if you want to call it that) can be and should be turned into a lesson.
Ask yourself: What can be improved? Why didn’t that work? What can I change?
The more effort and focus you put on your marketing…the more you’ll get out of it!