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Tornado Tips: Marketing for Sales Velocity

Recommit To Your Marketing Goals

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It's been 3 months since our New Year's Resolutions, which means your enthusiasm for the "We're knock it out of the ballpark" sales and marketing goals you made in January might be fading a bit by now. 

Hold yourself accountable today, starting right now.

Too many people put off what is important, as though at some future time, the extra time you need will magically appear. We tell ourselves well-intentioned lies...

I'll make those calls tomorrow. I will write a blog next week. I'll redesign our website next month.

And time keeps on ticking....

Marketing lives in that Steven Covey quadrant of "important, but not urgent" tasks that continually gets shoved to the side so you can take care of urgent, important business like getting new sales and keeping your children alive.  That part is probably necessary. But where we get stuck is in doing too much of the "urgent, but not important" 

Write down your daily / weekly / monthly action plan

Unless you have a marketing plan in place, and clearly defined action steps, it is unlikely you will reach your goals. In the mean time, you are missing out on the benefits you could be having today.  

Your action steps might include:

  • Write a blog post once a week
  • Share an update on LinkedIn every day
  • Go to that networking event every month

Note that your action steps are your behaviors that you can control - not just goals. 

It is time to make a commitment and hold yourself and your team accountable. FOCUS on what is important, CONNECT with your target market, and MEASURE so you can adjust! 

Focus

Focus.jpgFocus on the needs and desires of your ideal client.

Focus on being in the same places they are.

Focus on how THEY want to communicate with you. 

Focus on doing ONLY what you do best. Outsource, delegate or turn down the rest.

With focus, you'll naturally STOP chasing dead ends and spreading yourself too thin. Online marketing strategies have become increasingly complex with a never ending array of options. You have literally MILLIONS of ways to get distracted from what really matters.  

Social media ADD anyone?! I should start a support group! 

It is important to keep up with marketing trends so you can maintain a competitive edge, but before implementing a new marketing strategy, make sure you are doing it for the right reasons.  (I wrote a fantastic article - 7 Questions to Ask Before Taking on a New Marketing Activity in The Partner Channel magazine. Check it out. Page 38.) 

Tweet:  You don't have to do it all, you just have to do what works! #socialmedia http://ctt.ec/1S5g7+

 

You don't have to do it all, you just have to do what works! #socialmedia

 

If you have strayed too far into testing new things and you're not seeing results, redirect your energy into what has consistently worked for your company. For example, if you've been trying to get new clients from Twitter for a year now, and it just isn't working, then switch 100% of your focus to LinkedIn.  

Connect

Connect.jpgRelationship marketing / relationship selling has never been more important.  Buyers are savvy to marketing gimmicks and they are BORED by gTweet: Be eneric marketing messaging.  

Be "one of them" - not some outsider that's just trying to sell them something. 

 

You have lots of ways to connect personally with your audience (even if you work for a corporation.) 

  • Share your knowledge in blog posts
  • Write LinkedIn Pulse articles
  • Go to networking and industry events
  • Take prospects and partners out for a beer or coffee
  • Talk and write in a relatable way - "I" and "YOU" instead of we, and "Our Corporation" 
  • Some of my most successful social media campaigns have been from making true connections with people, not just liking and sharing. 

Measure

What's working? What's not? If you wait to measure actual sales results, you've waited too long - especially if you have a long sales cycle. I recommend started by measuring your behaviors - are you faithfully executing on your plan? And next, start measuring some of those early performance indicators, or what I sometimes refer to as "interim results." 

Measure your behaviors

  • How frequently are you blogging / posting on social media?
  • How many new offers have you created this quarter?
  • Have you been quickly and consistently following up with new leads?

Measure interim results

  • How many people are visiting your website?
  • How many people have you added to your newsletter list?
  • How many people have downloaded your offers?

Keep Improving!

Marketing has cumulative benefits.  If you keep procrastinating on your marketing plan then you are missing out on:

  • Finding new prospects
  • Building strong relationships with customers
  • Increasing profits
  • Staying ahead of your competitors

At the end of every quarter, I highly recommend doing a review, making adjustments and re-committing to achieving your goals. 

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