subject: Look For Better Results When Your Marketing Is Orchestrated [print this page] An orchestra creates a singular experience by bringing together dozens of instruments to create a symphony. The power of the performance comes from the integration of the strings, horns, percussion and other instruments. The listener enjoys the combination of many sounds and combinations.
When your marketing is conducted like an orchestra, you create a more powerful plan that is more likely to change prospects into customers. The reason for this is your target market in receiving your message in a variety of ways. Orchestrating a variety of marketing tactics strategically increases the likelihood of your marketing being more appealing and convenient for the recipient.
It usually requires a variety of touches for a prospect to respond. They hear you speak at a conference. They Google your name and find a variety of articles and press releases in which you are mentioned or that you have authored. They visit your website and read through the testimonials and customer profiles. They receive direct mail or an email that informs them of your offering. Through all of these tactics, if you are thoughtfully providing memorable and valuable messaging frequently, the prospect is able to know, like and trust you. When the moment of acting or the need to reach out occurs - you are top of mind.
When you limit the type of marketing vehicle to a particular tactic,you make it easy to ignore the message. When your only outreach consists of email, it's very easy for the recipient to simply delete without reading. We've all had those mornings when email after email begins to populate the screen and in an attempt to prioritize and filter - it's just easier to prioritize and delete those emails that simply aren't critical in an effort to make the workday more manageable. Telemarketing call after telemarketing call typically trains the recipient to let the call go to voicemail. You get the point.
They say variety is the spice of life. It's also the juice of effective marketing. Your target market enjoys variety as well, so deliver through a diverse combination of tactics. My tagline is "Fall in Love with Your Business Again". That starts to happen when your marketing becomes effective. I use a combination of direct mail, online articles, social media, press releases and speaking engagements. It's a theme that I repeat often, but it works: all of these practices allow my audience the opportunity to know, like, trust and try me.
Good marketing is green. What I mean is that it can be recycled and repurposed in a number of ways - the great blog article makes for a great webinar. The speaking engagement can be repurposed into a number of blog articles and a press release promoting the speaking engagement. The problem you solve for one customer makes for a great testimonial and showcase for other potential customers who are challenged with the same problem.
Good marketing is memorable. When I send out a direct mail piece it has a shape, a color, a tone, a message unlike anything else the prospect is receiving. That makes it memorable. That makes me a more appealing choice. That makes me top of mind.
You know that your products and services can transform businesses. Isn't it worth evaluating, recalibrating and finding a better way to share that message and improve your results? Maybe it's time to think about a change.
