September 13, 2011 in Marketing
I hear this time and time again from folks. They just aren’t getting the results that they expect from their marketing efforts. I also hear that they just haven’t been successful implementing strategies like direct mail due to time constraints.
What is an effective marketing system?
An effective marketing system has a process or a campaign. A marketing system that gets results is not a one-time event. It’s not even a 2 or 3 time event. And it’s certainly not luck.
Successful marketing requires a well-executed plan. It doesn’t have to be complicated, but you have to have a written plan. It also requires multiple contacts with your prospects or “a campaign”.
The proof is in the results
Research done by Sales and Marketing International produced some impressive statistics. They tracked the number of deals that were made after 1 to 5 contacts. Take a look for yourself.
- 1st Contact 2%
- 2nd Contact 4%
- 3rd Contact 6%
- 4th Contact 10%
- 4th Contact 81%
Those numbers tell the story. You have to have ongoing campaigns for success. The same study went on to say the 90% give up after the 3rd contact. Am I surprised? Not really.
So what’s the answer?
First of all, you must have some type of database. I use a program by Sage called Act. It makes it simple to organize your contacts and to quickly print your mailings. One of the biggest challenges for me in the beginning was how to manage the entire process. Act makes this part of the problem easy.
Secondly, put together a written marketing plan that spells out the marketing activities you intend to pursue and put them on a calendar. I recommend getting a big wall hanging calendar that will help keep you accountable.
I believe the answer is to work smarter not harder. What part of your marketing can you outsource? Try to find a way to outsource all or part of the work. Here are some ideas:
-Use a mailing service or hire a stay at home mom to hand address all those envelopes.
-Find a college student that will put up bandit signs.
-Multitask. If you have to drive across town for an appointment, is there a marketing activity that you can do in that area?
-Get creative when money is tight. Maybe you can barter or trade services with someone else.
Money is always an issue, but spending a little money early on will help you grow your business more quickly. When deciding where to spend that money, marketing should always be at the top of the list.
Are you one of the 10%?
If you want to be one of the 10% that sticks it out and reaps the benefits, you must have a system. Without a system, life will get in the way and you won’t get it done. Look at what you realistically are able to do yourself, and then decide what changes you need to make. Decide today to be one of the 10%.