Someone in my work environment shared this:
“I think aligning all of my marketing is critical right now. Would this be correct?
But what does marketing alignment mean? Good would be to have a marketing message, marketing materials (brochures, business cards, identification elements, logo, graphics, etc.), website, presentation, etc. everything aligned and communicating a consistent message.
How Important Is This?
Well, it’s certainly very important, a good image communicates professionalism, but it’s not your top marketing priority.
If it is, you may be stuck improving, fine-tuning, and aligning your promotional materials forever, but not doing what’s most important.
So What Is The Most Important Thing?
For B2B professionals, the highest marketing priority is reaching out, having conversations, and making presentations.
It’s those activities that will actually win you, new customers, not endlessly polish your marketing materials.
But what if my materials aren’t good enough? you will ask yourself.
Well, I assure you, his materials will never be good enough.
I’ve been in business for 35 years and my materials are still not good enough, they can always be improved.
I am a little disappointed with my website, my marketing message, my ezine, my LinkedIn profile, and my presentation.
I’ll probably keep working on them until the day I die or retire (whichever comes first).
Some time ago I realized that if I spent dozens or even hundreds of hours on these materials, then in the end I did not get new clients.
What Really Brought Me New Clients Were Three Very Simple But Powerful Activities.
1. Extend invitations to meet me and learn about my program/services.
2. Offer webinars or presentations that give potential clients an experience of my work.
3. Meet and have conversations with potential clients who are considering working with me.
I think a lot of the confusion around this is thinking that you need to have your scripts, materials, presentations, sales conversations, etc. perfectly designed before reaching out and engaging with potential clients.
But Actually, it works exactly The Other Way Around.
Upon arrival and commitment, you immediately discover what works and what doesn’t.
Then you refine the material a bit and start contacting again.
In this process, you will discover that your materials will never be perfect, but that you start to attract new clients anyway.
So when it comes to your marketing materials, keep them to an acceptable level.
Make them look good, consistently communicate your brand; correct them, and start using them as tools to help you in your diffusion and communication.
But ultimately, put the majority of your time and effort into reaching out to potential customers, communicating with them, introducing them to, and enrolling them in your programs and services.
I bet you know this is true.
I also bet you’re fooling yourself by endlessly working on materials instead of going out and contacting potential clients – because it’s safer and easier.
If you want to start attracting more customers, tell the truth and take action. Start connecting with more potential customers today!