Getting Back on Track
“The best thing is to do the right thing.
The next best thing is to do the wrong thing
The worst thing is to do nothing.”
I have no idea who said this originally but it’s a quote I heard often from one of my more memorable bosses. If you think about it long enough it can give you a headache – because after all sometimes “nothing” is the “right thing”, but over the years I’ve found there’s lots of validity to this statement – especially in marketing.
And most of us are guilty of “doing nothing” to a certain extent. For example, here it is October and it feels like I haven’t done half the things I set out to do this year. I’ve even let my blog posting lapse inexcusably. Yep, like you I’ve been busy.
But enough about my excuse.
What about you? How is your marketing going?
Even if you’re incredibly well organized and have plenty of time to think about marketing, when you have a lot of options – and the wrong option could cost you a mint – it’s easy to get paralyzed by not knowing what to do. That this is a widespread problem is evidenced by the number of business leaders who ask us the question: “What should I do next?”
I take this question as a sign of good leadership. It means you’re determined to get the most sales & profits possible from your products or services – you don’t want to leave money on the table. You just want to do the right thing next.
Maybe I can help.
Here’s what I would do if you asked me to help you figure out what to do next.
First I’d take a look at your current situation.
- How much traffic are you getting to your website right now?
- How many visitors stay there and do something?
- How many become customers?
- What’s your current cost of acquisition – for trials and customers?
With this info in hand, I’d ask another question:
Do you need more traffic or do you need to more efficiently turn the traffic you already have into paying customers?
If the answer is “more traffic”, I’d look at what you’re currently doing to drive traffic to your site. How can we enhance that? I’d also look at what you’re not doing. Are you missing some big opportunities?
If the answer is “more efficient customer conversion”, I’d look for the weakest links in your process and test alternatives until we get the best results.
It’s really no more complicated than that.
So, if you’re wondering what marketing step you should take next, do one of two things.
- Work yourself through the process I just outlined above, or
- Call me – our phone number is 310-356-6060.
Most importantly, just do something.