What can we influence and what can we control? As business owners and me/you as a marketer? Or in another way, who is generating leads for your business? And can you control this
When working with clients like you, I can work with you on your marketing campaigns for example to influence your end users/customers to buy from your business. I cannot control the campaign as such, but we can influence together with clever wording, calls to action, following up etc.
Equally, as a CMO, I can guide and influence you the business owner, your team and all the marketing suppliers you have working for you but I cannot control you/them. Nor should I. For a chat about influences and controls, get in touch!
Generating leads for your business
A chief marketing officer, someone line me, is not an expert in everything. They do enable and empower the team to be productive and working together for a collective outcome that benefits all.
A CMO is not the I have to do this role, but a CMO does delegate/collaborate. They come up with the strategy and then the “team” (in whatever form this team comes in) implement it. One client whom I’ve acted as their outsourced marketing manager said “Nicole has helped Swindon Silicon Systems lay the foundations of our marketing strategy and controls. I would highly recommend Nicole to any company that is looking to outsource their marketing strategy role. During that time she has proven to be a much valued member of the team and it is through her efforts that the marcomms administration is on a professional footing.”
Finding more leads, the right leads
We all say we want more leads or generating leads as business or practice/firm owners, but we actually mean more of the right leads.
Have you ever worked out or asked yourself/asked the business where your leads come from?
I mean really delved into this. This doesn’t mean just saying the lead source is “online” but drill down into which sites or which specific post boost or ad? Or not just saying “referrals” but who specifically referred you, what is their role, where did you meet these referrers, etc?
Why do this? By knowing what works for your business marketing and lead gen wise you can repeat this and do more of the same. Therefore, enhancing your chances and scope for new business and success. When you know your lead sources as a business/founder, you can maximise your/the team’s impact, time, spend, ROI etc. Let me know how you get on …
Control and influence in your marketing
I mentioned this at the start of this piece, but to reiterate, once you know these lead sources, which of these can you control? Or influence? Or both? Eg if WOM/referrals you can influence these but they are not necessarily in your control. And to not put all your eggs in one basket, you need lead sources you can control ideally.
Referrals and WOM as a lead source
I recently wrote a piece on marketing, referrals and collaboration for Dave Plunkett – https://www.collaborationjunkie.com/blog/measuring-your-marketing-success
What to measure in your marketing? Knowing your lead sources eg where your leads come from is vital for a few reasons. Firstly, to gauge the success of partnerships and referrals that you have in place. Collaborations and referrals can work wonders as a lead source for your business, they are for me for sure. Secondly to work out what is or isn’t working for you campaign wise and thirdly so you know where to place your limited budget and time marketing wise. Plus, and this will vary depending on what marketing channels you use to market and sell your business, you may want to measure SEO activity, number of blogs, sales calls, networking events, advertising clicks, online directory listings, membership or subscription numbers and so on.
In a recent chat with Dave, he said “Referrals shortcut the know, like and trust piece – they don’t necessarily eliminate it” This resonated with me, does it with you?
Trust and experience is vital when referring and receiving referrals. Showcasing credibility, thanking the referrer, doing a good job, handling yours and their reputation well and so on. As Bob Burg, author of the Go Giver books said ““All things being equal, people will do business with and refer business to, those people they know, like and trust.”
The 80/20 rule
Have you heard of this? Pareto’s Law?
They say 80% of your business come from 20% of your customers. Have you ever worked this sum out? I did and 80% of my business/sales comes from my 4 top clients. It is an interesting exercise to do to note lead sources, sales, how to get more of these sales/customers and so on.
Consistent marketing and measured marketing comes as a result of a clear marketing strategy and plan. Find out more