“Want more leads and sales?”
If you’re like 95% of business, your answer is: “Yes, can you show me how?”
As you’re about to see, however, “How?” is the wrong question.
Paradox of Choice
I once saw an eBook that listed over 177 ways to market a business.
From referrals to SEO to newspaper ads to Twitter, the list went on and on.
So if there are dozens of ways to market a business – many of which are free – why do so many companies struggle?
It comes down the paradox of choice.
If you don’t know anything about this proven psychological principle, here’s a quick summary.
In the old days, making side-by-side comparison was easy. You only had two, three, or maybe four brands of XYZ to choose from.
Today, however, we are flooded with options. Gas stations have fifty or more drinks to choose from. Grocery stores have dozens of brands of laundry detergent.
When our brains are presented with so many options, they freeze. They literally cannot perform side-by-side comparisons with so much info coming in.
When this happen, we do one of two things. We stick with what we’re used to (which prevents growth). Or, we half-heartedly try something new while fearing we made the wrong decision.
Apply this to marketing and you have a recipe for disaster.
The Cure for Marketing Overwhelm
Type “online marketing” into Google and you get 400 MILLION results.
Amazon has over 57,000 books on the topic.
YouTube? Over 1 Million videos.
No wonder business owners and marketers are so overwhelmed.
Should we be doing TV? Radio? SEO? PPC? Podcasts? Periscope? Twitter?
In short, they’re drowning in a sea of options. And because they’re afraid of “missing out,” they attack them all.
The Nail In the Coffin
It is this decision that leads to weak marketing and mediocre results.
Rather than squeezing every last drop out of the ONE platform where their ideal buyers spend “most” of their time…
…business owners hire teams to half-heartedly pursue a dozen different projects.
And the numbers are in: it’s not working.
A 2013 study from Adobe found the following:
- 52% of marketers do not feel “highly proficient” in digital marketing
- A mere 9% of marketers “strongly agree” with the statement “I know our digital marketing is working”
- 82% are concerned with reaching their customers
- 79% are concerned with understanding whether or not their campaigns are working
- 77% are worried about proving the effectiveness of their campaigns
- 75% are concerned about demonstrating ROI
And these aren’t small business owners who have a million other things to do besides marketing.
These are full-time marketers.
It’s No One’s Fault
They aren’t enough hours in the day to stay on top of every marketing platform out there. Hidden in this reality lies the problem itself.
It’s not that there are not enough “ways” to market a business. And it’s not because there’s a lack of information showing people HOW to use any given platform.
The problem is the strategy itself.
The #1 Worst Marketing Strategy
Have a presence on every platform. Get in front of as many leads as you possibly can.
“Be Everywhere” is a GREAT strategy, assuming you can be GREAT everywhere.
In reality, this is impossible. Why? It takes serious time and resources to really shine on any ONE platform. Trying to be great on all of them…out of the question.
However, as we mentioned earlier, business owners are scared of missing out. So they spread their resources across a bunch of projects. As a result, their brand ends up being mediocre everywhere.
The result? Content no one cares about. Ads that get ignored. And marketing that fails to make an impact on the bottom line.
The REAL Problem
In my humble opinion, the problem with marketing these days is not figuring out HOW to do it…
…there are thousands of books, videos, and courses on HOW to do everything.
Instead, the problem is figuring WHERE to focus.
As in where is the ONE place your target audience is spending the most time? And how can you most effectively reach them there NOW?
The Dangers of Bright Shiny Objects
Marketing overwhelm is the direct result of chasing Bright Shiny Objects.
It happens all the time. A new platform comes along (a few months ago it was Periscope) and every business out there jumps because they think they “need” to be on it.
But because they lack a deep understanding of the Who, What, Where, and How, their campaigns get weak results.
So what’s the solution? Market research. Here’s why.
Proper research helps you laser in on the four things you need for a simple but effective marketing strategy. In particular:
- WHO your market is (going beyond basic demographics to get into their behaviors and psychographic profile)
- WHERE they spend time online (and of all those places, where is the #1 place they spend the MOST time)
- WHAT (what are their pain points and how can you position what you sell as the obvious solution)
- HOW (now that you know who they are and where they spend time, how can you get your content and/or ads in front of them most effectively to bring them into your sales funnel)
Using this information, you can cut the 95% of projects that don’t provide the most leverage and hone in on the ONE that does.
One Is a Dangerous Number
And yes, I’m aware One is the most dangerous number in business.
The goal here is not to limit your marketing to just ONE platform. Instead, you want to find the one that will give you the best results and squeeze every last drop out of it before moving on to the next.
Then, after you have a process in place, you can role it out across the next platform with ease.
It takes a lot of resources to dominate any one marketing channel. Because of this, the “Be Everywhere” strategy is fatally flawed.
On the surface, it makes sense to get in front of as many “potential” buyers as possible. But spreading your resources too thin leads to mediocre campaigns that get mediocre results.
Start with one platform. Plant your flag. Then dominate it before you move on to the next.
And if you want to see how to do this, join my newsletter using the form below. Inside, I’ll show you a 5-step system you can use to create dead simple marketing campaigns that get results.