Most businesses, big and small, make at least 3 mistakes when it comes to marketing. These mistakes reduce the effectiveness of the marketing and therefore hamper the return on investment that comes for the expenditure. They spend money on getting advertising in front of broad, generic audiences. They don’t target specific sub-sets of prospects and drive them to specific lead capture mechanism. They don’t follow-up consistently with prospects over and extended period of time. So they are not front of mind when the buy it ready to buy. They neglect the relationship with existing and previous customers.
Most businesses, big and small, make at least 3 mistakes when it comes to ROI from marketing. These mistakes reduce the effectiveness of the marketing and therefore hamper the return on investment that comes from the expenditure.
Many spend their money on getting advertising in front of a broad, generic audience. What the fail to do is target specific sub-sets of prospects and then drive them to specific lead capture mechanism.
But the biggest cardinal sin is they don’t follow-up consistently with prospects over an extended period of time. This means they are not front of mind when they are ready to buy.
They neglect the relationship with existing and previous customers.
Following an extensive career with Procter & Gamble, Kraft Foods and IBM, David Holland became a small business owner.
Today, he works with business owners to help them systemise their marketing and sales. This releases them from the pressures of needing to work in their business to earn a living. In 2006 he bought Infusionsoft to run EXELA. By 2011 EXELA was the leading Infusionsoft training company in the UK.
On this edition of Business Connections Live Steve Hyland asks David Williams the founder and leader of Shuttle why you should be Thinking About The Customer Perspective. Do you know your customers? Who are they? Why do they buy from you? And what’s it like to buy from you?
Thinking About The Customer Perspective BCL208 with David Williams