When small brands roll out big dreams.
There are billions of marketing books, articles and gurus all claiming they have a silver bullet to generate leads while you sleep and get you that beach house in a matter of months. Like most things, what you read will rarely transform your life. Why is that? One word: execution. So, after a couple of attempts on your own, you hire a marketing agency, armed with the knowledge by experts and prepared to make an investment that will generate high returns.
This may seem like an exaggeration, but in reality, it isn’t too far from the truth. Businesses see the opportunity and desire a “click to purchase” product or service. This is where you build your digital marketing machine with paid ads to generate leads and a website to purchase. Sounds simple and the books will give you formula after formula to make it happen. And then they hit the wall- where are sales?
Assuming that marketing will be your sole driver for revenue is one of the biggest mistakes we see business owners make.
If you are ready to launch a product or a click to purchase service, here are a couple of things you should keep in mind and be prepared for. Consider this your reality check:
- If you want to build a digital empire be prepared to have deep pockets. It takes a lot of money to get enough traction and analytics to make a dent and even that first sale will take time and refinement. Know that you will learn lessons along the way, and they will be expensive.
- It will take time. Nothing worth having comes easily or instantaneously. It takes a lot of testing, refining and optimizing to get your targeting and message right. It takes at least 3 months to create baselines, understand the market and get a good feel for where you want to go. Even those digital marketing gurus had thousands of things that didn’t work out until they found their golden goose; even if that’s all they talk about. Know that it will take you time too.
If that sounds unappealing, know that there is another way to get your click to purchase solution launched. Take the uncertainty out of the equation and build a business that lasts, not just until the next Google algorithm change.
You are going to need to sell the first several solutions or products. Yes, it’s true. You will need to talk to people, understand what motivates them and how your digital solution solves their challenges. By skipping these early sales conversations you will need to invest much more time and money in marketing proving out different hypothesis. By having the conversations and connecting with these customers, you gain valuable insights and feedback that will help your business exponentially.
Let’s face it, a consultative sales process where you get to understand your customer, build a relationship and find solutions is at odds with a digital play. On the internet, you have to guess at what their challenges are,and feed them information, facts, proof that you are awesome. When you have a consultation you build connection and learn about your clients. This just can’t be done authentically digitally until you understand it in the real world.
What this boils down to is sales process. The more complex the offering, the more complex the sale. Make sure you aren’t just building a marketing machine, but a sales process that aligns with your values, your business, and your customers needs.
Depending on marketing to solely drive your revenue from the get-go is a risky business. We believe in creating sustainable programs that support elevate and grow businesses, not that ARE the business. If you would like to learn more about what a sales and marketing strategy looks like for you- contact Megan Robinson at email@example.com