How and where are you selling your product or services? This is your route to market. And it's just as important - if not more important, than your product itself. Your route to market needs to work for your customer, and the best or right one, is the one that makes it easiest for a new customer to find you... if you get this wrong they'll go straight to your competitors and buy from them instead. In todays marketplace it is easy to get left behind or put yourself in danger by sticking to only what you've always done or known. It's a good idea to take new opportunities, find new channels or routes to market and gain more market share.
What a lot of business people don't understand is the difference between marketing and marketing tactics. Tactics are elements of marketing - the visible stuff that first comes to mind when you say the word marketing. It's the ads, billboards and posters, social media, emails and newsletters. These elements will have absolutely no meaning or result if they have no clearly defined goal or purpose. ALL businesses should be working towards one common goal - improving their bottom line. To market successfully you need a yard stick, there needs to be a measure of what success looks like - this, is your return on investment, or ROI.
Meet Alison Meadows, a specialist in Brand Development, business growth and engaging sales & marketing that makes a business flourish:
Marketers find the leads; sales personnel convert them. Simple. But often in business, particularly early on, it can be tempting to simply hand over marketing responsibilities to your salesperson, they’re both in the results business, right?
Many of us think new leads = more business, and as a result we’re constantly on the hunt for the new. It’s a natural impulse, but most of the time it’s wrong. We’re not saying new leads aren’t important, of course, but as many as 71% of inbound leads are wasted. The most common question clients ask us is how can I generate more leads? A better question is what am I doing with my current ones? No matter how much water you pour in, a leaky bucket will quickly empty You may like: How The Marketing Centre got thrown out of the marketing magic circle So how can you make sure you’re making the most of what you’ve got? It’s all down to process and quality control.