Not Having a Marketing Process Is Not An Option

Patrick McFadden

In my work as a marketing consultant I often meet with marketing departments and small business owners to discuss, “how they are building awareness and visibility for their products or services?” What I end up finding is that their mindset toward marketing is a one time deal, I call it the “shotgun approach.”

They believe that you can run an ad, hand out a special gift, follow-up, host events, etc. just one time and that will bring in customers and put them in the top-of-mind position. My answer is always no, no, and no.

What would happen if you took only one breath? You would die. The same is for your marketing. One time marketing is “death marketing.”

Marketing is truly a process. The process of helping potential customers find your company – often before they are even looking to make a purchase – and then turning that early awareness into brand preference and, ultimately, into leads and revenue. In essence, it’s about bringing prospects to your front door and then nurturing them through the sales process.

Online this process involves creating compelling information and linking and sharing great resources, your potential buyers are likely to search for, before they know they have a problem your company can solve. These resources can include:

  • blog posts,
  • e-books,
  • podcasts,
  • guides,
  • infographics,
  • statistics,
  • webinars,
  • videos,
  • white papers,
  • checklists,
  • case studies,
  • and more.

Offline this process involves communicating valuable information, trends, news ,etc. in the places where your potential buyers are likely to hear or read it and getting your message directly in their hands. These resources can include:

  • direct mail,
  • physical location,
  • business networking,
  • PR,
  • teaching classes,
  • workshops,
  • seminars,
  • marketing material,
  • product samples,
  • local press releases,
  • radio,
  • tv,
  • outdoor media,
  • speaking,
  • contest,
  • coupons,
  • trade shows,

These are just a few ideas to use. Find the ones that work for you and implement them. If they work , repeat them, like your breathing. If they kind of work, fix them, then repeat them. If they don’t work , get rid of them and do something that works. It’s a process.

Question: Which one, two or three of these ideas are you going to implement?

By Patrick McFadden 26 Jan, 2024
CEO, marketing consultant, speaker, and author Patrick McFadden, founded the Indispensable Marketing Process to help owner and CEOs of small businesses have a logical or process way to understand, buy, and implement small business marketing services. McFadden acknowledges that marketing can be challenging for small to mid size organizations, who are often working with limited time, money, attention-spans and resources. In 2023 - 2024 McFadden started engaging with LinkedIn Collaborative Articles. A place for unlocking community knowledge in an all new way. It starts with an article on a professional topic or skill, written with the help of AI — but it’s not complete without insights and advice from people with real-life experiences. They invited experts to contribute and here are his insights and advice:
By Patrick McFadden 07 Jan, 2024
Today we tackle – Getting the “must-have elements” on your Google Business Profile Landing Pages.
By Patrick McFadden 05 Jan, 2024
In a recent discussion within a Facebook Marketing Community Group, the buzz around adjacent categories and their potential to boost keyword rankings caught my attention. Amidst the conversation, one recurring concern stood out – the notion of category dilution within Google Business Profile categories. This sparked my curiosity, leading me to explore whether having an abundance of related categories could negatively impact your business's online ranking.
More Posts
Share by: