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.
Recently appointed Regional Director for the Private Equity and Venture Capital sectors, meet Sophia Ahrel: