When you’re new to the business world, a younger founder or take a position within a company where it is your job to drive sales, you’re looking for that magic button. Beyond a traditional sales team that is dealing with the changes of the new world, you’re faced with the tall task of driving revenue as cheaply and consistently as you can.
Initially you think that magic button is a viral YouTube video, a radio, or a TV campaign. Then your focus becomes hitting those high bids on AdWords, and you’re sure your conversation rate will just be awesome!
But that’s not the case. When you stop doing those things, sales fade. Then you run that customer acquisition cost report and it’s ugly, but sales are up.
You learn quickly that there is no single thing that is going to blow your sales up forever. Anyone that was on Shark Tank thought the same thing. They get the initial sales pop from being on the show, then sales slowly return back to normal. Minus that spike, they are back to square one trying to figure out how they will grow the business again.
What I’ve have learned from my own experience is that being featured or quoted in something like a major publication doesn’t do much. And radio and TV does help but only while they run, so you have to run them often. Digital marketing can have an awesome ROI but its god damn expensive and ultra-competitive.
Now, being featured in a major publication or at least quoted, every week, does do something. And running ads, traditional or digital, all the time, does do something.
You can land on the front page of the WSJ and it will only give you a short-term blip, it isn’t going to help your sales numbers 6 months from now.
So, you have to constantly be marketing. Non-stop!
Budget is an issue, but whether you spend $150,000 on a couple of sales people, or spend $150,000 on marketing, it doesn’t matter. If you want to grow it is going to cost money.
And if you want to keep growing, you need perpetual marketing. Your end goal should be to have too much in sales. That is a problem but it’s a problem most companies would love to have.
Ever seen someone go out of business from having too much in sales? I am sure it has happened, but not often. Most companies check out because they cannot bring in enough sales and or just cannot make enough money (that is a whole other problem).
There is no magic pixie dust you’re going to throw in the air and have double digit sales growth forever. It’s going to take a lot of smart, non-stop marketing. Ever wonder why companies like Taco Bell and Ford run ads all the time? Look, I know who Taco Bell is and I am well aware Ford sells a lot of Trucks. But to keep their sales where they are plus grow, they have to be in the consumers face all the time reminding them.
And that has to be your goal. Be in your current and future customer’s face all the time. Never give them the chance to find someone else, and always remind them who you are.
Stay in their face and watch your sales grow.