Random Acts of Marketing Don't Work

I’ve talked to dozens of founders the past couple years and I keep seeing the same things…

• Founders and companies failing to drive consistent revenue

• No clear plan for how to implement strategies they choose

• No thought process for deciding on strategies other than “my competitor is killing it with this funnel!”

So it makes me wonder…

Why are so many businesses — of all sizes — not good at architecting and implementing sound marketing strategies?

Don’t get me wrong, there are plenty of businesses that have an overall strategy for the company and then strategies for individual marketing campaigns…

But far too many companies fail to think through all the other strategies that keep an audience engaged, built trust, reduce churn, and continue to build lifetime value.

Here are just a few of the many strategies I’ve talked about with my clients.

Email Campaign Strategy: Too many companies either don’t have an email strategy at all or fail to think through the narrative structure of their email promotional campaigns.

Yes, sending emails to your list will generate revenue…

But actually having a comprehensive email strategy, including…

• A promotional calendar

• Content vs marketing balance

• Spacing, pacing and variety of promotions

• The narrative arc within a single campaign

All of these thing can significantly INCREASE your email revenue.

Choosing the Right Funnel: There are a lot of different funnels that convert very well. But choosing the right one isn’t a job for the guru leading your mastermind or what your competitor is running.

By all means, get input from other sources…

But choosing the right funnel depends on things like the offer and price point of the product, the audience you’re selling it to, how you’re driving traffic to it, current industry trends, current economic trends, and so much more.

For example, because of the economy, high-ticket funnels on products over $5,000 are harder to sell to consumer than they were a couple years ago.

So the strategy that worked then, simple isn’t working the same now.

Be nimble and ready to adapt, picking the right funnel strategy for the right goals at the right time.

Segmentation Strategies: Modern marketing and email software has made segmenting audiences fairly straight forward. So, why are businesses not using segmentation to their benefit.

Great marketing copy is all about speaking to your prospect and their hopes, fears, dreams and challenges.

It’s absolutely critical to deliver the right message at the right time…

Which is exactly what segmentation helps us do!

And yet over the past year I’ve encountered multiple companies who send everyone the exact same emails after a webinar — whether they attended or not…

Companies who are paying five and even six figures to generate thousands of new leads per month — without knowing how to differentiate one lead from the next by anything other than name and email…

And B2B marketers selling to bigger companies who fail to understand that the person consuming your initial marketing is often NOT the same person with the power to authorize actually making the purchase. So why then is the marketing not segmented to speak to both people?

There are a number of reasons why this isn’t happening…

Manpower. Time. Tech stack limitations. And yes, lack of understanding.

So if you’re looking at anything in today’s issue and your response is “um, I think that’s me”…

Reach out to us and let’s see if we can help steer you in the right direction and give a boost to your revenue.

Jon and Chris