Lately I feel like a broken record. I’ve been talking to so many of my clients and friends about an epiphany that seems so obvious and mundane it’s almost embarrassing to share. I stress the almost because if it was that obvious, we’d all be doing it.
My new found mantra? How can I expect different results if I keep doing the same thing?
The simple truth is that to get different, and by implication, better results, we need to do something different. We need to embrace change, mix it up, step outside our comfort box.
I’ve been thinking a lot about how this applies to marketing, both for Eagle and for my clients. Whether you are using traditional marketing like direct mail and print ads or technologies like mobile, social media and email marketing, we all can get a little stale. And, like the vinyl records of old, we wear a groove so deep, it’s hard to skip a beat and change it up. The comfort we feel by the familiar and the resistance we encounter around change, the more we can be assured our results will always be the same.
Take your company’s brand for example. If you’re a business owner, you know your brand can and should be intricately linked to your core values and a reflection of your professional passion. And yet, that’s not always the case. Sometimes we get on autopilot, forget to check in and to reevaluate and reassess. We get head down and caught in the trees, so it’s hard to see the forest.
Our team at Eagle is passionate about helping our clients to see that forest. We advocate for change, not always a revolutionary but almost always evolutionary, in thinking, approach and execution.
For example, how might we integrate their marketing tools with technology so campaigns are more interactive, engaging and memorable? How do we leverage loyalty marketing and referral programs to reward current customers in creative and meaningful ways? How might we refresh and organize a website so user benefit is more front and center and how can that site be better optimized for higher search ranking? And always – ensure that the message is consistent, compelling, concise and in support of those core values and passion where it all started.
Even for a professional marketing agency, this can be a challenge. We at Eagle have been asking ourselves some tough questions and reconnecting with what is our collective passion, what are our core competencies, and what makes us unique. On some topics, there is instant clarity. On others, we get caught in those darn trees.
So we are sharpening our proverbial saw and looking critically at what needs a refresh.
I’ll share a few items on our list and challenge you to reflect on a list of your own.
- How can we use social media more effectively to promote our services?
- How do we evolve our brand to better reflect what we do so well?
- What clients haven’t we approached lately for testimonials?
- How do we market ROI and value added to customers on a regular basis?
- Where are the best opportunities for continuous learning in emerging technologies?
Maybe some on our list resonated with you. If not, maybe they should.
As Thomas Jefferson once said, “If you want something you’ve never had, you must be willing to do something you’ve never done.”
So reflect for a moment back to that old, worn groove in the vinyl record. What are the results you seek? Is it ROI, increased sphere of influence, brand awareness, customer base, or traffic on the web? What is it that you haven’t done? And what are you willing to do to get different results?
I think you’ll agree we could all sing a new tune now and again.
How have you made a change, even a small one, that made a big difference in your business? We look forward to your comments.