A desire for immediate results can lead to businesses making rash decisions. But as we outline, being patient and ‘marketing for tomorrow’ can create much better outcomes in the long run.
It’s natural to want instantaneous returns on your marketing outputs. And the pressure to provide tangible results is ever-present.
This leads to many businesses applying a shotgun approach to their marketing.
But is it the right move? We don’t think so.
Instead, we believe that adopting a slow-and-steady approach improves your chances of a long-term pay-off.
So, let’s explore the concept of marketing for tomorrow.
The first thing to remember about ‘demand generation’ is that the desire for your service or product and your wonderful and unique offering does exist. You just might not have tapped into it yet.
Demand generation comes from building brand awareness – by addressing your clients’ actual needs, even the ones they didn’t know they had. It’s about intention over guesswork.
To help with this, we suggest addressing customer pain points, providing genuine solutions, and creating value for your audience.
In a tangible sense, this includes hosting events, conferences, and webinars, or producing educational material, blogs, eBooks, podcasts, and more.
Value-driven content builds engagement and leads to customer loyalty. Even better, it creates customer advocacy, which money can’t buy.
Reverse Engineering your Marketing
Creating value and addressing your clients’ needs – along with building a strong brand – will naturally flow into higher quality leads.
And this will save you time, money, and effort in the long run.
It’s why marketing for tomorrow is the best approach.
But often there’s a problem…
Marketing for tomorrow can’t necessarily be measured right away in terms of sales metrics. So, the combination of an impatient boss and a marketing team with an eye on the future simply does not gel. And the situation often leads to the adoption of the aforementioned shotgun approach.
Part of the solution is to advocate for and demonstrate the importance of other metrics, particularly those that highlight quality lead generation.
Metrics such as social media engagement, newsletter signups, and email open and click-through rates all play their part.
What’s the Long-Term Pay-Off?
Firstly, marketing for tomorrow frees up your time to get on with your business and what it is you actually do.
Instead of having nitty-gritty conversations to make the sale, marketing qualified leads (MQLs) are approaching you with their wallets out – because they already know the value you can provide for them.
Secondly, when you have an established brand and clients are aware of your value, they are willing to pay more.
A 2016 survey by Pacific Crest Securities concentrating on the SaaS industry showed that when contracts exceeded $25,000, real-life sales dramatically increased to more than half the total sales made. In other words, when customers started approaching companies, they were willing to pay more for the product or service.
Although this example is only applicable to certain businesses, the principle applies across the board.
Marketing for tomorrow is not a quick-fix approach, but having an eye on the long game can lead to great rewards.
Marketing for Tomorrow Starts Today
Looking for marketing support for your business? At Hunt & Hawk, we’re experts in this field.
Reach out to us today to get started tomorrow…