WARNING: Don’t Stop Oxygenating Your System
If you don’t want your successful business to die, heed this warning now. Perssistence is key in marketing.
In this episode of the Marketing 24-7 Podcast I outline a warning of why you can never stop oxygenating your system. Here is some of the advice you will get from this episode:
- Find out how I learnt to always oxygenate the system.
- See what kinds of things you can be doing to keep yourself relevant in the eyes of your customers.
- And find out why even when you’re successful you need to continually put oxygen into the system.
Listen to it here
Perssistence is key in marketing but for some strange reason we do the following:
“A lot of times what happens is we start having success with something and we think, “This is amazing.” And then you stop doing it, for some reason.
In my business for example, I’ll start growing a list, I’m doing something to get new customers, new people to my door. It’s working and then I start shifting my focus from doing that to selling these people on my list. And in doing so I forget about the oxygen or the fuel if you wish – that was bringing people into my business in the first place.
At first you don’t notice it because you’re having success converting the existing customers you had already brought in, but eventually it starts imploding and your company will struggle.”
” I’ve seen and discussed this with countless people who have come to me for marketing help and advice. When I ask them about the “good old days” in other words when they were making a dollar and loving their business success – they will all tell me about the things they used to do – the weekly ads, the weekly visits to customers – the weekly radio spot the weekly Facebook post whatever but for some reason it got hard, they got busy, it stopped working they are not really sure…. but they stopped. And surprise, surprise times are now tough.” More eveidence that persistenec is key in marketing.
” Let me step back and tell you a story. About 5 years ago I decided to reengineer my company and what I intended to specialise in. In doing so I also decided to modernise my branding realign my USP and obviously revamp or should I say rebuild my website. (ok, so I don’t do half measures very well 😊). So all up by the time I had achieved everything it took every bit of six months.
I remember deciding during that process, “I don’t want to email my list at the moment. I don’t want to confuse them; I don’t want to freak them out. I want them to be ready so when I have the new look ready and launched and live, they’ll be ready to hear from me and of course buy my stuff.”
So for nearly six months I didn’t email my list, and then the new look came out and I was so excited and I emailed the list.
My list would normally get close to a thousand clicks and was very responsive to my emails. Sadly, I remember this time I had around 300 opens and 12 clicks. “Oh crap, they don’t remember who I am. Not good. Getting some money into the door at that time would have been great as the revamp wasn’t cheap when I added it all up, and this was the expectation of this whole promotion.” They (the database) had forgotten who I was. I hadn’t been putting oxygen into the system.
And it was a very sad, and kind of scary lesson. I had to scramble to rebuild the value in my list, rebuild a connection with them, get new people. I remember saying, “I will never not email my list because people forget so fast.” If I waited a week to email my list, if it takes me three weeks to email my list, 2/3rds of my list will have forgotten who I am by that point.”
So please listen to this podcast by CLICKING HERE and don’t make the mistakes I have made.