Why Your Complicated Marketing Mix Is Killing Your Business

Posted by Josh Turner in B2B Lead Generation & Sales Insights, Entrepreneurship

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When you take business classes you hear a lot about the importance of your “marketing mix”. More often than not those lessons rely on the tactics big corporations have been using and anecdotes that help contextualize what has helped some of the biggest companies remain effective in their marketing plan.


All good stuff.

But…

It’s often not applicable to people like you and me...the people responsible for growing their business from the ground up. Trying to emulate what these giant corporations do with their huge budgets and large teams will drive your business into the ground.You have to focus every resource you have on something that you know will bring you results.

Otherwise, you’ll spread yourself too thin and the tasks and projects that are actually moving the needle for your business will fall by the wayside.

That’s why if you’ve been frustrated with your results trying to mirror the platforms and approach of the bigger brands, the truth is, it’s really not your fault. Traditional business schools just don’t teach entrepreneurs what you need to know now

You need to know what works for others like you, the “thing” that you need to do every day to get more leads and close more clients. You need to know how to best communicate with those clients and how to structure your sales calls.

And in most cases, there is a very simple fix. And in my experience it starts with cutting out complex “tactics”, marketing mixes, funnels (or whatever term is in vogue at that time) … and just focus on simplicity. At the root of our success and the success of our clients is something that’s glossed over by many gurus or taught in business schools. And it’s simple.


Be human.

The modern prospect is suspicious these days, and you need to know that they do their research. This means you have to lay the groundwork before you go for the sale by starting with a building a relationship with your prospects. In other words: you have to be human.

When it comes to actually connecting with prospects and turning them into clients, don’t view the relationship with a ‘hunter’ going after the ‘hunted’ mentality and instead be human. Especially if you have high-end clients, and you offer anything from $2k - $100K or more, you must put the focus on building trust.

It’s based on a simple psychological principle:

Human connection is as fundamental a need as food or water.

That explains why people trust individuals more than they trust brands. In fact, here’s the modern-day landscape that businesses are up against...

  • 74% of consumers identify word-of-mouth as a key influencer in their purchasing decision. – Ogilvy/Google/TNS
  • 90% of people trust product or service recommendations from people they know, while only 33% trust messages from a brand. (Neilsen)
  • 76% of business decision-makers say they use online sources to learn about professional service providers.(Kredible Research)
  • 74% of decision-makers say they prefer to work with professional service providers who also know their colleagues, friends, or acquaintances.(Kredible Research)

To sum up: People look online for information but a major factor in their purchasing decisions are personal suggestions from people they know and trust. That is no coincidence.

What this means for you:

You need to find a way to systematically win the trust of your prospects.

Again, missing out on this fundamental factor to getting sales will keep your business in a permanent rut. The tactics, the case studies, and all this cool stories business school teaches you may be coming from businesses who are in an entirely different place than where you are. They do not apply to your business. The most important thing you can do right now, this year, is to learn how to build strategic, systematic relationships with quality prospects.

Now, a lot of people think that building relationships isn’t measurable or takes too much time so you shouldn’t focus on that, but listen -

If you have a system, learning how to build relationships with people can absolutely be done efficiently, can be tracked easily and can dramatically increase your chances of getting more appointments and sales opportunities.

People ask us our secret and it’s this: Simplify your marketing, learn how to build relationships, create trust and you’ll see that people are more open to hear your message and your offers.


So, How Do You Build Trust In Today’s Overcrowded Media Landscape?

First, you understand that it’s not an immediate process. This is something you build over time (though it can be done faster than you might think). Second, you need to use the right tools. Third, you should lean on the experience and results of others.

Right now, I want to talk about the tools we use:

  • Email
  • LinkedIn
  • Facebook

You might be surprised, and tell me that Facebook and LinkedIn, even email is oversaturated. How can you possibly build trust with those? Yes, they are crowded, but here’s the secret. You keep it simple. Pick just one group of people to talk to. You don’t need to make everyone happy.

Once you do that, then you follow these three steps:


1. Create


So using your tool of choice (we typically start with LinkedIn because the targeting is great, and we can connect with decision makers directly and then end up using a mix of the three platforms), you create your foundation. This means you’ll optimize your LinkedIn profile so it speaks directly to your prospects. You research the people you want to talk to - what they really want. Remember, when someone hears about you, they will go and look you up and since LinkedIn ranks highly on search algorithms it’s one of the first places you’ll be found. And you want to make a great impression!


2. Build


Once you’ve created the foundation for trust, you can then build on it. Which means that now it’s time to build authority and position yourself as an expert. We do this in a number of ways for our clients. And one starting point is to share the right content with your prospects to stay top of mind and be seen as an expert. It can be your own, but it doesn’t have to be. In fact, sometimes it’s better that you take the role of curator instead of content creator.


3. Connect


Now, you’re ready to find your prospects and connect with them. Again, on LinkedIn, this is very easy to do because of the advanced targeting capabilities. You send a connection request with a note basically saying hello, and why you’d like to be connected. No sales allowed at this point. After you’re connected, you learn what interests them and start sending content before you ask to make an appointment.


Two Rules: Trust and Simplicity


Marketing mixes work well when you’re more established, but when you’re starting out, focusing on too many channels, using complex funnels, and trying “tactics” can cause more trouble than good. Right now, you MUST simplify and focus on trust. When you put trust first, you remember to be human. You don’t jump to the gun like an antsy car salesmen, you become a resource instead of a nuisance. 

If you’d like to learn more about how we help our clients cut out the fluff and focus on the process that generates high-ticket appointments and clients, click below to register for an upcoming workshop.