In the marketing world, we often fall prey to the shiny new object syndrome. It seems that every week there’s a new tool or SEO technique that will solve all our problems.
While these shiny new objects may have value, they should only be used to supplement the tried and true sales and marketing strategies that have worked for so many years. This post will break down what those are and why they work. Consistently implementing these techniques will be very effective for just about every business on the planet.
Pull marketing – This drives interested parties to your website, often via SEO, Pay-Per-Click, or other “referral” websites. For example, if someone searched for “HVAC contractor in Los Angeles” in Google. These visitors are highly coveted because someone seeking your product or service finds your website. If your site isn’t ranked in Google, does it truly exist? Not really.
Push marketing – Send occasional, yet consistent emails out to your contact list. You do have a contact list, right? Your emails should be actually useful to the recipients or else it’s just spam. I generally stick to 80% educational and 20% promotional, often by leading with useful information and then tying it into something my clients’ offer. And when sending eblasts or newsletters it’s best to follow the old marketing adage of, “Say what you need to say in as few words as possible.” If you’re not sure what to write about, just start with the questions that your customers ask you the most.
Website – What do push and pull marketing have in common? They drive people to your website! And if your website sucks, then all of your efforts will be in vain. You need a website that is informative, looks professional, and nudges the prospects into the next step of the sales cycle, whether it’s to “buy now,” “request a demo,” “schedule consultation,” “contact us,” etc.
There you go! That’s the foundation of successful marketing:
- draw interested people to your website,
- remind people you exist,
- and have an effective website.
None of these items is a quick task – or else everyone would do them – but they are a winning combination that have been proven to work time and time again. So the next time you see a shiny new object, such as artificial intelligence, don’t even think about it until you have the fundamentals down first.