Many members ask the marketing coaches, “What’s the single most effective marketing piece for my company?” What they’re really asking is, “Please give me the Silver Bullet,” otherwise known as the one thing that will guarantee success.
First, there are no guarantees with marketing. What works for one company may not work for another. Case in point: This week I talked to two members who are working with one of our strategic marketing partners to manage their pay per click campaigns. One member reports that his phones are ringing off the hook, and credits pay per click with much of his success. The second member is very unhappy with his pay per click performance.
Second, what works one day may not work another. Case in point: I’m working with a company that had been very successful for a period of time with a single marketing tool. They thought they’d found their Silver Bullet! But these days that marketing tool is working very poorly.
The answer to the question, “What’s the Silver Bullet?” is this: The Silver Bullet is marketing diversification. In other words, the key to marketing success is to do a lot of marketing, using a range of marketing tools. That doesn’t necessarily mean you have to spend a lot of money – in fact, we recommend you begin building your marketing program with basics, like magnets and stickers, and guerrilla marketing ideas (defined as creative, inexpensive ideas).
The more you diversify, the more people you’ll reach, and the more times you’ll reach them. This greatly increases the odds that people will know your company’s name when they need the services of a company like yours.
That’s good marketing.