I hear this ALL the time from my marketing clients – especially from the new marketing person they just hired. Where do I start? And of course, the answer varies. But the rule of thumb that I use is to start in one of two places – where are you most visible and what are the things you will do that have the biggest financial impact the fastest (and rarely are they the same thing). There are so many Stephen Covey tips that I use in my work and the urgent/importance matrix is key for marketing people. Visibility and financial impact are in the upper right – no doubt.
So what to do first – get your website and online presence tuned up, but not to the exclusion of everything else. Then with the time you aren’t working that, get your existing customer marketing going (low hanging fruit) and your nurture marketing for prospects engaged. Once you get those gears engaged and you start moving, its amazing how the other priorities and dependencies seem to just flow.
Do you have a different opinion or have you learned this hard way? Please share your thoughts or stories.
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It is always surprising to me that businesses don’t nurture their current and past customers and prospects. These systems are fairly easy to set up and maintain and the benefits are huge.
I have started providing this service to my social media clients and with little effort on their part I can create an entire 6-12 month system for them for either email marketing or direct mail, depending on their budget.
I would certainly recommend moving this effective marketing to the top of the priority list.