I can't stop thinking of a line from a movie as I help my clients build business in a way that is manageable for them. The line comes from the movie ”City Slickers”. If you remember, Billy Crystal’s character goes
on a cattle drive looking for direction at mid-life. On the cattle
drive, Curly (Jack Palance) turns to Billy’s character in the saddle
and delivers the best answer…holding up his index finger, Curly declares,
“one thing”...find that one thing you’re good at and want to do and
just do it.
I can’t help but think that that answer, perhaps a “set of things” for you is the best answer for your business. The fact of the matter is that there are virtually unlimited ways to market your business. The successful common denominators are consistency and sustainability. No matter what your business is, if you were to run a billboard campaign for years, you'd bring business in. Granted, there might very well be better ways, but the element of the prospect getting to know, like and trust you through a billboard ad would take place.
My recommendation is to find a set of things (marketing mix) that reach your prospects in different, impactful ways and that fit your company's time, strengths and interest. Otherwise, you'll start and stop over time and never gain marketing traction.
Are you spreading the company too thin in terms of your marketing efforts? How effective has it been?
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