I was putting together a marketing plan for a client recently and I was listing all of the places where they had already been marketing. Just in social media alone they were marketing on Twitter, LinkedIn, Google+, Facebook, YouTube, a blog, Tumblr, Storify, Disqus, Quora, plus a couple of other industry-specific channels.
On top of that, there were other media channels as well: Multiple websites, print and display advertising, banner ads, and the list goes on and on. And they were looking to add more marketing methods to the mix.
It was turning into an awful lot of effort for my client. And there was a high cost. And the worst part was: There was very little understanding of what the results from each channel were. She was becoming overwhelmed at how many different media channels she needed to juggle and how much of that was eating into her bottom line.
And, like all business owners, she was tempted to adopt even more media channels to promote her business, because she wanted to grow. As I reviewed the channels she was currently using, I realized that “turning up the volume” on her marketing wasn’t necessarily going to help her.
And the same is true for your business, too. More marketing doesn’t necessarily turn into more clients. Here’s why…
Think of your marketing in these two different ways:
- You’ve got the marketing that directly pushes people into your sales funnel, and further along in your sales funnel, until you are ready to ask them to buy from you.
- And, you’ve got the marketing that doesn’t necessarily move people forward directly but it helps to support your credibility if and when they research you online.
Let’s call the first one “sales funnel marketing” and the second one “credibility marketing“.
Sales funnel marketing drives people into your sales funnel. Credibility marketing may have that impact but it does so indirectly. Rather, it acts as a promoter, credibility-builder, and helps to lock up your search results on Google.
Both types of marketing are necessary, but not in equal amounts. Unfortunately, a lot of business owners don’t differentiate between one type of marketing and the other and so they take the shotgun approach to marketing, just trying whatever channels they can get their hands on, and then doing more and more and more and more.
Here’s what should happen instead:
Your sales funnel marketing should receive the largest portion of your investment and it should also be the most measurable. And if you are going to overwhelm the market with one type of marketing, this sales funnel marketing should be the one you choose. The reason should be clear: This type of marketing pushes more and more prospective buyers toward a sale. It is directly responsible for the revenue you earn and the profit you keep. And it should be as measurable as possible. You need to pay attention to the numbers — how many people does it drive into your funnel with every deployment? What is the cost of deployment versus the return?
Your credibility marketing is where you can probably cut back. Choose a couple of different channels that you enjoy using, that have reasonable time/money/effort costs, that you can excel at. Don’t try to take on every marketing opportunity imaginable. Just pick a few things and do them well. Build a voice and an audience and a brand. Establish yourself in a few channels and you’ll gain more credibility that way than if you spread yourself thinly over several channels.
Now you’re going to ask me which channels are sales funnel marketing channels and which ones are credibility marketing channels. Unfortunately, I can’t answer that for you. It’s different for every business (and the answer is influenced by the target market and the industry and your skill in using that channel). For example: Twitter is a good credibility builder for some businesses but other businesses use it really well to as a sales funnel marketing channel. It really depends on how you use the channel and, again, on which channels that your target market is interested in.
So, if you are counting the cost of your marketing and trying to decide how you’ll possibly squeeze in ANOTHER marketing channel, first consider the role it plays. Is it a sales funnel marketing channel or a credibility marketing channel? Determine this, invest more of your time and money in the sales funnel marketing channels, and you’ll have a far greater return on your marketing effort.