I’ve spoken to dozens of business owners and C-suite execs and many of them are in survival mode and they are cutting back on their marketing. I understand the mindset of this, but from a business standpoint, it makes no sense. Your clients and customers are out there. They haven’t gone anywhere. So why should you stop letting them know you are still in business and you can help them?
Consistency Wins The Game
The top businesses in every sector don’t let up. They stay the course. They understand business ebbs and flows, but the bottom line it comes down to consistent exposure (visibility) and being the number one solution for your ideal client or customers problems.
I know this is turbulent and uncertain times, but as a business owner or CEO do you want to make it through this and be on top when it gets better, or do you just want to “survive” right now? Survival is a must or your business will disappear like thousands of others right now, but from a market standpoint, do you want to have to start all over again when it comes to business development after this current pandemic blows over, which it will do?
Visibility Is Key
Your ideal customer/client is still out there. Whether you are B2B or B2C, they still need to see your marketing. They need to be reassured you haven’t gone anywhere. Implementing consistent visibility will keep you in front of them so when they are ready to pull the trigger they pick you.
The tough decision for businesses who are small compared to competitors but want to be able to compete, and don’t have a marketing budget is what do you do. I’ve had many discussions with business owners in this scenario and it comes back to the same answer most of the time. If you aren’t willing to invest in marketing to the same level as your competitors, you will have a nearly impossible time growing your business.
Look At This Example
Here’s an example of “back in the day”. Remember the yellow pages? The business that had the biggest ad got the majority of phone calls. Their visibility on the page was much greater than all the other businesses, and they got the client/customers. That full page ad cost 20 times what a standard yellow page listing cost, but they got the ROI as they were willing to invest the most to acquire a customer/client.
“The Business That’s Willing To Invest The Most To Acquire A Customer Wins” – Jeff Bezo’s Amazon CEO
This was a quick article as I woke up thinking about this and wanted to get it out to the ethernet.
If you are a business owner or CEO that has a strong desire for growth, schedule a 15-minute exploratory call with me and let’s see if we are a good fit.