That’s a question we hear a lot before we kick off projects with clients who have not done a lot of marketing in the past. We usually answer their question with a series of questions of our own, the first being, “How do you define ‘work?’ What are we trying to achieve with this marketing campaign? Brand awareness? Lead generation? Revenue growth?” All are worthy goals, but they all have their challenges, and some take longer than others to “work.”
A mistake many people make when they ask this question is that they have not truly defined their business goals. This mistake will hinder marketing quality because a good marketing strategy has to be aligned with a good business strategy. For example, if you want to grow revenue – most companies do – you must look at the current state of your business and then imagine where you want to be in the next three years. What will you need from marketing to make that imaginary scenario a reality?
Let’s classify some different levels of wins. Just keep in mind that every situation is different, but here is what we see commonly with our B2B clients.
Just because some of these tactics take longer than others, it doesn’t mean you shouldn’t be working on them now. I’m reminded of this adage: “The best time to plant a tree was 20 years ago. The second-best time to plant a tree is today.” A good marketing strategy looks to take advantage of quick wins while executing on mid-term tactics, all the while building positive brand associations. Only focusing on short-term tactics won’t generate long-term results.
Generating results with marketing can happen fast, but most companies who ask the question “How long does it take?” are often the ones that will require the most time to see ROI. I say this because they probably have not invested in their marketing strategy or many of the critical aspects of their marketing infrastructure that will be the keys to making their marketing “work.” But that’s OK. Taking your time in the beginning will help you go faster later.
If you want to talk about driving your revenue growth, BlueByrd is here to help. We can get your organization on the marketing fast track.
It’s no secret that organic reach has declined over the years. This has caused marketers all over the world to do everything in their power to raise their marketing budgets to cover the cost of paid efforts. However, growing a company’s social media presence organically isn’t unheard of, nor is it impossible to achieve. It just requires time and consistency.
We recently worked with a client that was undergoing a management change with a new CEO, COO, and CIO. The company had been incredibly successful, but the new CEO wanted to take the firm to even greater heights.
Everyone who’s been around the block a time or two in the business world has a good understanding of how consultants of any kind spend their days, right? They’re the ones who charge into companies with a metaphorical baseball bat, break strategies apart only to scatter the pieces, and care less about their bad reputation than Joan Jett. Or in the words of author Martin Kiln when writing about management consultants in particular, they “steal your watch and then tell you the time.” Ouch.
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