Every business knows it needs to continually generate leads. Without them, sales pipelines dry up and new business disappears.
But despite marketing being the lifeblood for new leads, many firms suffer from the Marketing “To Do” List Syndrome. This is where marketing activities get pushed to the bottom of the list and other things always seem to take priority. In my experience this is for a number of reasons:
Busy Bees
For many the pressures of day-to-day business, fulfilling orders and customer service take precedence so marketing gets pushed down the list. Whilst this is understandable and OK in the short term, leads start to dry up when time for marketing activities isn’t ring-fenced.
Gappers
Another reason is because people are unsure whether it’s the right thing to be doing or not sure how to do it right. This skills gap means they put things off or try things half-heartedly to develop the excuse, ‘we tried that but it didn’t work’.
Ostriches
As the saying goes, if you always do as you’ve always done, you’ll keep on getting what you’ve always got. Sadly this is no longer true in the marketing world. With new technologies, a web full of information at your fingertips, companies can no longer keep their heads in the sand. They need to engage with their prospective customers and existing clients more regularly and in different ways.
The Prescription
Happily there is a solution for all of these syndromes:
- Firstly, set a regular time to undertake your marketing. Book a slot in your diary and stick to it.
- Be kept accountable by joining a marketing club or investing in marketing mentoring.
- Set marketing targets to track your progress and unleash your inner competitiveness.
Hannah Sookias runs the marketing consultancy and training company, Sookias Media and is also the co-founder of The Effective Marketing Club. She works with many different companies helping them implement effective marketing campaigns and generate a return on their promotional budgets.
