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Ignoring Bright Shiny Objects

When business owners want to meet, they typically want to talk about tactics:

  • Can Instagram work for a service business?

  • Would Google Adwords work for us?

  • How could we use LinkedIn successfully?

When you start talking about tactics, it is easy to get caught up in the next shiny object: “Facebook is working well for John, we should try it.” or “Direct mail is making a comeback, let’s run a test campaign.”

Without a clear strategy, a tactic can sound appealing for all the wrong reasons. You need to start with your target market and the message you want to convey. That defines what could work for you. For example, if you want to reach HR professionals who work for biotech companies to let them know about a new team building workshop, you are going to have a hard time finding them on Facebook. LinkedIn, direct mail, and possibly Adwords are three options for you. You would want to choose the one with the highest likelihood of success and test it. By having a strategy in place, you can quickly eliminate a lot of the “bright shiny objects” that could distract you from choosing an appropriate media. And, you have a clear idea of what to try next once you figure out if the initial media works for you or not. If you would like a marketing strategy for your business, then let’s talk. That is the whole purpose of creating a Perfect Lead Engine. It starts with strategy, then develops a system that helps your business generate a consistent flow of leads over time.

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