A common refrain we see in the marketplace is an organization that has lost its way in market share and is now trying to regain market share all at once. When we inquire about why they lost their market share, they often do not know. Further digging usually helps us uncover that they are no longer marketing the same way that they used to. They have changed their message, have failed to adapt to changing market pressures, or are simply not marketing at all. Always-on Marketing means that even if you do not have your foot on the gas, you are still using your marketing to learn more about your next opportunity in the marketplace.
Hiring a Freelancer
There is a common knee-jerk reaction to losing market share, organizations will find a marketing specialist and bring them in to consult, or freelance. Often times, this person charges several thousand dollars per month for 3 months. They may focus on any number of different marketing techniques, traditional ad-buying, SEO, Pay-per-Click, Organic Social, Paid Social, Email Marketing, or Reputation Management just to name a few. Almost all of these techniques take a few months to really learn how to do it effectively. Undoubtedly, the freelancer often spends the first month learning “who the business is” and “what they do”. Thus, most freelancers only act on their techniques for a few weeks at a time. What happens next is a bit predictable–as the freelancer wraps up their project, the organization starts to flounder once again. To make matters worse, the freelancer leaves the organization at a time when they were just starting to understand the message, the offer, the market position, and the customer. Yet, their cost is often overwhelming.
Finding New Customers
Our approach is different in a lot of ways–our relationships with our customers are cheaper in the beginning, as we are learning their market position. As we learn more about their specific position in the market, we add more services that add more fuel to the fire. As the organization grows, so too do our services. There are occasions where the customer is overwhelmed with their current customers that we do have to turn down some of the marketing activities, but this is temporary. It’s temporary because if we turn them off, we lose the information the activities tell us about the customer and the marketplace. Perhaps more dire, if we take our foot off the gas pedal, competitors may seize the market share.
If you are ready to explore a different type of marketing engagement, let’s talk about how we can make that happen for you.