Marketing is a company’s mouthpiece, yet we’ve seen a funny thing happen to companies when business is good. Revenue is up, their sales team is raking in the commissions, and they can barely supply enough products to keep up with demand. A good problem to have. Then, a critical mistake is often made.
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They stop advertising.
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Why advertise if you have all the business you can handle, you ask? To put it simply, not all marketing is about next month’s sales goals. Just like the sales person is trained to keep prospecting, so too must the business continue to advertise. Today’s consumer path to conversion is complex, fluid, and outdates the traditional model of the sales funnel, except in one simple yet important way.
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If a consumer doesn’t remember you exist, they won’t buy from you when they arrive at the purchase point of their journey.
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Tomorrow, next month, next year, when today’s consumers have spent their shiny penny with you, who will be next? Consumers need to see your brand everywhere they look before they even recall your name. Then they need to connect with you, see your value. According to Forbes, 75% of Millennials want to see community involvement.
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So tell them about it. Grow their awareness of your brand. Show them your company is more than the sum of the products you sell. Accept that not all forms of advertising are meant to convert into direct sales next month.
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Above all, whatever you do, don’t stop talking to them.
