If you’re hoping that this post will give you some kind of blueprint or formula to follow for marketing success, you’re in the wrong blog post.
See, I believe in Leadership Marketing, which means that your road to marketing success is going to look different from mine or anyone else’s — because our businesses, clients, and industries are different, and I don’t believe there’s a one-size-fits-all marketing plan.
I did come across a couple of studies recently that presented a compelling argument that there’s one thing successful marketers DO have in common: …
Last week, when I wrote about leadership marketing, I said:
Business owners aren’t marketers. A lot of business owners do the work of marketers to market and sell their own stuff, but that’s not what they got into business to do. So they don’t feel comfortable going outside the box to create their own marketing plan. (And, I assume, they think they can’t afford to hire someone to create a custom marketing plan for them, which is a lie, but I think it happens a lot!)
Kristi McDaniel, of Simply Yoga, noticed this …
My friend Adrienne Dorison talks a lot about the bottlenecks in your business.
For example, if you or your team has limited capacity to deliver your product or service, your bottleneck is in delivery. If you have a sales problem getting leads to become paying customers, you have a conversion problem. And if you have trouble getting new leads in the first place, you have an attraction problem.
Any given business will move through these problems in something of a cycle. For example, let’s say you have a delivery problem, so …
When Jim* came to me for a Strategy Session, he seemed to have the PERFECT business on paper: he’s in a super specific niche, with almost no competition, teaching professionals how to use a specialized piece of software.
(*Not his real name!)
He was even getting promoted by the maker of the software (for free) and had grown his list to more than 10,000 ideal customers by offering valuable freebies on his blog and a popular newsletter.
Yet he wasn’t …