90% of Marketing Doesn’t Work!

Written by Ian Preston
16th April 2020

The art is knowing the 10% that works for you!
There are many aspects to marketing and when I run workshops and ask people to write down ‘what is marketing’ I always get a wide variety of answers.

So to focus minds, my definition of Marketing is:
“Anything and everything you do that gets you to a 1 to 1 conversation”
When you get to the 1 to 1 conversation it’s all about business development and sales which are totally different skills.

So ask yourself, what is the most effective way, in terms of time and money that you can get to 1 to 1 conversations?
Let’s firstly look at some of the different types of marketing you might use:

  • Exhibitions/Trade Shows
  • Magazine/Newspaper advertising
  • LinkedIn
  • Keynote Speaking
  • Email blasts
  • Cold calling/tele calls
  • Networking
  • Websites
  • Social media
  • Word of mouth referrals

So which ones do you use?
Do you measure the effectiveness of your different market strands?
On the basis that all the above have a cost associated with them in terms of time, money or both and 90% of them don’t work shouldn’t you test and measure which ones are working for YOU!

It’s good practice at least once a year (and now might be a good opportunity if you have time on your hands J) to go back and look to see which bit of your marketing led to most quotations/proposals and orders. Note: they may be different!
If one marketing strand led to 90% of quotations/proposals going out of the door you may well say that was successful and to carry on however, what if very few orders came from them and another strand of marketing led to only a few quotes going out but virtually everyone led to an order, now where are you going to spend your time?

Whenever I ask people at my workshops, training sessions and speaking engagements ‘who agrees that personal recommendations are the most powerful form of marketing you can have’ everyone sticks their hands up. However when I ask them then who has an active strategy to go out and get them virtually all hands come down. Isn’t that odd!
So go ask for them particularly on LinkedIn, and go give them to people who have given you great service. The law of reciprocity applies.
If you don’t know how to give and ask for recommendations on LinkedIn just ask.

People rarely think of LinkedIn as a marketing tool. For most people it’s just a place to dump your CV and hopefully a recruiter will find you yet it is a massively under-utilised marketing resource to help you find connect and engage with your ideal prospects. It will get you to hard to reach decision makers in time and cost effective ways you never dreamed possible.
Think no more cold calls and unanswered emails for starters!
This happens to be an area of expertise of mine and as it says in my LinkedIn profile I’m always happy offer a FREE 15 minute review of your profile and strategy.

I hope that’s given you some food for thought about your approach to marketing and do please get in touch if you would like to chat about any of the above in more detail.

Ian J Preston
April 2020

Contact details:
T: 07504 056368
E: ian@ijpconsultancy.co.uk
W: www.ijpconsultancy.co.uk

Ian is a leading Business Coach & Trainer and Keynote Speaker who heads up his own consultancy business, helping people and businesses work more effectively.

He has spent the last 30+ years in Sales & Marketing and has taken a particular interest in the art, science and psychology of selling, which he has shared by leading, training & coaching many teams and individuals over the years.
He helps individuals and businesses be more successful by:
★ Articulating their vision and strategy to achieve it
★ Attracting and engaging with better quality prospects and key people in your market
★ Increasing your visibility and credibility
★ Making even more sales
★ Working more effectively and efficiently

As a business leader of many years’ standing he is therefore well placed to share his considerable experience of working with many individuals and organisations to address their personal & business challenges and improve their performance.

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About Ian Preston

Ian is a leading Business Coach & Trainer and Keynote Speaker.

With over 25 years’ experience in sales, training and coaching, Ian’s passion is helping business owners discover better ways to do business. He is passionate about coaching individuals and companies to be better, whether it’s about using LinkedIn to generate more opportunities & sales, working in education to improve governing bodies or providing coaching to deliver stunning sales performance.

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