Have you committed to a marketing system for your business?
This past weekend my aunt and uncle celebrated a very special occasion, their 50th wedding anniversary. It was fun to be together with my family to commemorate a truly heartfelt occasion. When I think of 50 years of marriage it really is amazing and quite an accomplishment. Of course, we all wished them another 50!
Oh, and we had lots of fun in the photo booth. Here are two pics of the craziness. The first one is me, my brother Robert, my sister Patty and my mother Pat (as Groucho Marx). The second one is me and my daughter Ali with a special appearance of my cousin, Colleen.
Being married so long requires an undying commitment and makes me think of the kinds of commitments you have in your business or practice. We all have a tendency to make commitments that sometimes don’t get fulfilled.
I see this a lot with marketing. Almost everyone knows they need to do something. They make a commitment to get started and then do not follow through. Instead they allow the situation they are currently in continue and in many cases get worse.
I had one client recently commit to doing some direct mail marketing. Just one sliver or piece of his marketing pie. She expected this one activity to create miracles in her business. While she did get results and a very good ROI (over 500%), this one marketing activity did not transform her business.
What I explained to her was that she needs to have other marketing activities working simultaneously. When you can get one lead from this source, three leads from that source, five leads from another source, then you have something that WILL transform your business.
The problem I see most often is lack of follow through on the commitment. If you commit to marketing, market. Lay out your marketing pie and fill in each slice with what it will take to make some things happen. Get those things in action and stick to the plan. Don’t wait months or years to market. Don’t wait for the heavens to part and the beam of light to shine down. It’s not going to happen.
Here is a helpful tool to get you started. I use this in my own business to outline all the marketing activities I need to do to reach my goals. Feel free to download it and start filling it out. In the outer ring you will want to put either the service or product you are targeting (dental examples—mini implants, sleep apnea, clear braces) or a demographic (women, age 50+, $50K+ income, homeowner). In the spokes of the wheel, list all the different marketing activities that will get you in front of your target. If you need help with this, please call me.
Every business or practice is all about the marketing system. Whether you have a line item on your expenses for it or not, you are doing it in some way, shape or form. You are either doing it well or poorly. If your numbers are stagnant or decreasing, you are doing it poorly. Make a commitment today to change that.
Marketing your business is the best investment you can ever make. Hands down. You pay yourself when you market your business.