In this case we look at what is involved in changing an underperforming marketing strategy
The client had developed a comprehensive marketing strategy based on his own experience and information that he had gathered from business magazines and books. Despite significant investment in the product his marketing strategy had failed to generate any sales and he had a rapidly shortening runway.
As I reviewed the client’s existing marketing it became clear that whilst much of the approach would have been successful in the past much of what was being done resulted in significant effort being undertaken for no impact.
The client had written some books to establish his thought leadership but was unwilling to promote the books, preferring to let them speak for themselves.
The client had over 100 websites promoting his ideas. The majority were single page sites that did not appear in google search results and had no traffic.
The client had multiple independent enterprises all acting independently but none had a clear idea of the customer that they were targeting or the value that they provided to the customer.
It was a mess.
I started off by working with the client to focus the business on three customer personas (out of 30+) and establishing a clear values proposition for each. This had the immediate impact of generating momentum as we were spending all our time on a few things rather than dissipating it over many
The next step was to build a common marketing platform. Whilst the customer had multiple enterprises promoting multiple products much of the marketing message applied across the board.
So we focused on three traction channels: email, sales and content. These were supported by PR, PPC and exhibitions. All the leads generated by each channel were funnelled into email marketing software and a drip campaign run that systematically educated the customer about the product benefits over a 10 email sequence.
Based on the customer’s response to these emails they were then up sold either consultancy, the author’s books or an educational course.
By building a centralised marketing system that focused all marketing activities on a few simple tasks we were able to provide a firm platform for future growth.
Using the platform the client started generating leads and made his first large consulting sales several months after the process was implemented. As a result he stabilised his cash flow and significantly extended his runway