Marketing Rollercoaster - And How to Avoid It...

Last week was a rollercoaster ride at LMNts Marketing. We have been fortunate enough to attend the #eb100 event (not the main one due to urgent medical appointment) this year, in London, Guildhall. Then we came back to catch up on things we were supposed to do for clients for the rest of the week, just to find out that the internet was down at the office. We couldn't do anything else but work from home on the laptops (thankfully we have mobile broadband at home).

That made me reflect on how fortunate we are, and why systems in your business for marketing and lead generation are important....

The Rollercoaster of Business

Business is never steady. It's up and down. Machines break, internet goes down, Covid happens, your biggest client goes out of business, retires, sells the business, or gets ill.

Resilient entrepreneurs will know how to deal with the ups and the downs. They understand what Peaks and Valleys means in business and deal with both accordingly.

According to Spencer Johnson (Peaks and Valleys):

“You Change Your Valley Into A Peak When You Find And Use The Good That Is Hidden In The Bad Time.”

Never taking your eyes off the ball and the big vision is important. Even when times are tough, the economy is weak, and there's an uncertainty. You don't pivot: you look for opportunities.

Here comes one of my very favourite stories of all time. I do apologise, but cannot remember the name of the speakers: I attended when I was working for one of the largest banks in the UK... so here comes the story:

Scientists were trying to find the reason for motivation and happiness. They recruited two young boys. They put one of them in a room full of the latest toys, gaming consoles with screens, and all they could wish for. The other boy entered a room empty but a huge pile of horse manure in the middle.

An hour later, the scientists checked on the boys. The one with all the toys complained that he was bored. Next, they entered the room with the boy and nothing but the pile of horse manure. He was having fun. He was covered in horse manure but moved quite a lot.

They asked him: "what are you doing exactly"? I am having fun. I thought if there's that much horse manure, there must be a pony somewhere, so I am trying to find it!

Lesson learned: in a room full of horse manure, always be looking for the pony!

The Rollercoaster of Marketing

In my career as marketing strategist, I have seen many businesses engage in rollercoaster marketing. They embrace campaigns so much that they forget to build a consistent system that works 24/7 for them.

In particular, I have seen this attitude among business coaches. They realise they don't have enough clients. Then they engage in outreach all day, post 10 times a day on social media, until they fill their books. Then they lose a few clients and it starts again. Some of them even blame the marketing platform or their niche, and decide to change it...

What if I told you that it's not what you should be doing? It's always easier to improve 10 percent with consistent marketing build on a solid foundation (strategy) than improving your lead generation 200% at a time. In fact, 10 percent improvement every month for a year comes to much more... After 12 months, the process will have improved by approximately 347.8%.

Not to mention that campaign marketing costs much more than regular marketing, even if you are not using paid traffic. You will have to invest much more time and energy than into tweaking systems.

How to Avoid Rollercoaster Marketing

Rollercoaster marketing is common. It is in fact the death of all businesses. If you don't have a traffic source, regular follow up sequence, and an evergreen funnel to start with, it will be hard to stand out and stay in front of your prospects' eyes.

Having a system that works even when your internet is down, you are on holiday, or even if you don't need clients right now (creating a waiting list is a great way of selling premium services) it an approach only a very small percentage of clients engage in.

It ensures that you have new prospects coming into your system and are being taken care of. It takes care of conversations, qualifications, and you get to pick and choose your clients.

It doesn't matter if your business is seasonal. You can take pre-bookings. It doesn't matter if you are doing regular events and webinars. One message about them will not get you the signups. But if you have your audience engaged they will be expecting you to drop the link and be eager to sign up...

Let's imagine marketing as riding a bike: as soon as you stop pedalling you will fall and hurt yourself!

Marketing should always be built on a solid foundation, and basic activities should never stop!

What an Evergreen Lead Generation Will Do for You!

While we were out of the business, we had two bookings for this week. Plus one but we cancelled it, as we couldn't help the person. We had the machine working and life only half stopped. We also had posts scheduled, so we "appeared" online and active.

The number one activity you should always focus on in your business is marketing and lead generation. And it should be going on constantly, in the background.

It doesn't mean that you cannot run campaigns. You can indeed embed them into your marketing infrastructure.

And that's what our focus is right now and in the future: to reduce the rollercoaster effect of campaign marketing...

Evergreen lead generation can mean that you will get leads coming to your business constantly, so you never have to worry about where your next client is coming from.

It also means that you don't have to come up with a full plan every time you are looking to create a campaign. The data is already there.

Evergreen marketing also means that you will spend much less money, time, and effort for 10-15 years from now on your overall marketing and lead generation.

Interested? Please comment or get in touch...

Incoming Book Release....

Our experience with no office with internet made me start something I have been putting off for a long time being "busy". It was the book I was always meant to write.

It's work in progress; I have all the chapter outlines and 5,000+ words drafted. In a way, I did find my own pony in the middle of the manure pile!

If you would like to be one of the first people to receive a copy, please DM me or leave a comment below and I will put you on the prelaunch list!

Until then...

Thanks for tuning in and looking forward to reading your comments and your stories about finding the pony!