“Marketing isn’t a priority for us right now because we don’t need to drive sales.”
I’ve heard this a few times recently and the thinking is flawed.
There is marketing to attract new business and there is marketing to attract future business.
Businesses that turn their marketing ‘off and on’ are the same ones that get frustrated when all of a sudden they need to ramp up sales, and the marketing ‘doesn’t work’.
When business is good, your marketing should focus on
building your brand.
Brand building helps reinforce why people should choose you, when the time is right. It is less likely to lead to immediate sales, because it’s not talking about the specific features and benefits of your product. It is demonstrating why people should trust you and feel confident about buying from you.
Consistent marketing, whether it be brand building messages or sales generating messages, help your brand remain ‘top of mind’. If you’re not visible, people will forget about you. Or worse, their attention will be caught by your competitor.
A good marketing strategy will feature:
Brand building activity that speaks to the strength of your brand
Sales generating activity that speaks to the benefits of your product and service
Too much brand building and people won’t know what you sell. Too many sales messages and people feel pestered.
Does your marketing plan have a balance of brand building and short-term growth activity?
If not, get in touch.
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