“Without continual growth and progress, such words as improvement, achievement, and success have no meaning.” ~ Benjamin Franklin
Growth. It’s what every business owner wants and every marketer promises. That promise is always different. If you talk to someone who specializes in SEO, you will more than likely be told that growth is directly correlated to collecting new customers that find you by searching for exactly what you are selling. The social media mavens will spin it to you that growth will come in the form of conversing with your customers and building relationships with your target audience via Twitter, Instagram, Facebook, etc. And niche agencies specializing in areas such as email marketing, trade shows, direct marketing, PPC, retargeting, and (insert the coolest new marketing avenue) will all educate you on how their expertise in these respective fields can help you grow.
So what’s a business owner supposed to do with all the options out there?
Take a step back. Ask yourself, “What can marketers really do for me?”
When we flipped this question on ourselves earlier this year in the marketing department at ATAK Interactive, we simplified what we can do down to two things:
1. Bring more people to you
2. Increase the likelihood of converting leads to customers
To accomplish these two objectives, there are endless routes we can take to achieve these goals. It all starts with understanding the process.
We’ve gone ahead and outlined that process below in a presentation we’ve titled “How Marketing Leads to Sales.”
It’s how we approach every marketing campaign we execute and every client relationship we build. If what we’re doing is not positioning a company for growth, then we’re not providing them with value.
The largest benefit of laying out a growth strategy like this is it helps our company work with clients to identify where they are successfully bringing in leads and building the type of content that converts customers, and where an agency like ours needs to come in and fill in the gaps.
We invite you all to take a look at this process and evaluate your growth. Are you generating the leads you want? Are you converting the people that you’ve attracted into customers? And where are the opportunities to improve your efforts?
So, take a step back and determine what’s best for you and your company in reaching its full potential.