A well-crafted, sustainable marketing campaign is at the core of every successful business.
But while large companies have resources for entire marketing teams, smaller ones typically don’t, and finding the time to research, strategize, and execute successful campaigns is no easy task when you have a business to run.
As a result, many business owners find themselves frustrated by lagging sales, often experiencing burnout as they attempt to manage marketing on their own while juggling the other aspects of their business.
Common Marketing Roadblocks
In my experience as a CMO, I’ve seen that marketing frustrations experienced by business owners are common and similar across industries:
Especially in the digital age, a successful marketing campaign has a lot of moving parts. Between email, social media, and web content, trying to figure out where to even start and how to use the available platforms to form a cohesive strategy can be baffling.
Lack of Time and Resources
Effective marketing requires a myriad of skillsets that often have to be outsourced. But without having a team of reliable experts at the ready, finding and hiring trustworthy talent can be costly and time-consuming.
Not everyone will be an ideal customer for your business, and marketing efforts spent on the wrong audience are a waste. It is essential to clearly identify your ideal client for efficient, targeted marketing campaigns that save on time and resources.
Messaging that Fails to Connect
With the target audience clearly defined, the next step is to draw them to your business with messaging that resonates. This element is more complex than it may seem – even a well-conceived marketing plan will derail if a company’s messaging fails to make meaningful connections with its audience.
When you’re passionate about your business, it’s easy to exhaust yourself into a state of burnout as you try to effectively manage everything. Soldiering on – or worse, doubling down – while your performance declines is counterproductive to both you and your business.
If you’re floundering in your marketing, you aren’t alone. But the good news is you don’t have to be an expert on all things marketing – or have access to the marketing budget of a large company – to gain clarity and see profitable results.
Eliminate Frustration with a True Marketing Leader
When you want marketing that drives your business forward, your best bet is to bring your frustrations to a CMO. Not just another marketing consultant, an experienced CMO can dig deep into your business to create a comprehensive marketing plan that attacks the problems from all angles.
By enlisting the services of a qualified CMO, you can:
- Maximize ROI by leveraging technology to work for you 24/7
- Refine your message to attract the right customers over and over again
- Steer your passions to the right place in your business to quell burnout
Bringing on a qualified marketing professional gets you back to doing what you love to do – running your business.
Digging Deeper: an Example from Real Life
A while back, we looked at a case with a multi-location dental client. This dental practice was profoundly impacted by the lockdown prompted by COVID-19, during which time offices were allowed to open and operate for dental emergencies only.
To keep business going and ensure patients had access to dental care, we developed a strategy that allowed patients to virtually “meet” with their dentist through the use of Teledentistry. This enabled the doctors to solve many patient issues remotely, avoiding unnecessary emergency trips during the lockdown.
To accomplish this, we optimized the company’s website with a landing page for each location connecting the patients to their Teledentistry line. An email campaign also explained how the process worked, replacing the term “Teledentistry” with the easier-to-understand “Text-a-Dentist”. The strategy was a success, and the benefits were threefold:
- The patients were able to receive prompt treatment by their own, trusted dentist, avoiding dangerous infections and other health complications that arise from postponed visits
- The practice maintained business during the worst of the COVID-19 lockdown, thereby offsetting some of the incurred loss
- The business was able to establish a connection with their patients during a frightening time, which served to foster customer trust and loyalty
This same client experiences two major slow times per year in September and February. Frustrated with a poorly-performing website and digital marketing campaign under the control of a lackluster agency, they saw no way to overcome these slow periods and generate new clients.
Through research, we found that many patients were not setting their next appointment, often becoming inactive. We created a multi-step win-back marketing campaign to bring in those inactive patients by taking over their website and developing a consistent digital plan that focused on customer retention.
This campaign was another home run, resulting in 70 additional appointments during one of the slowest months of the year. And to further capitalize on the program’s success, it is now also implemented monthly to continue re-engaging inactive patients.
Does Your Business Need a Boost?
Effective marketing doesn’t have to be as nerve-wracking as a root canal.
We are a team of 10 experienced, dedicated CMOs that take the guesswork out of business growth. By following the six fundamentals of marketing, we clarify your focus, align your team around your marketing goals, and amplify your company’s offerings with laser-focused campaigns.
Our proven process cuts the confusion and delivers better results for simple, sustainable, way better marketing.
About the author:
Jay Gordman is co-founder of yorCMO. He founded Webtivity Group to help companies break through the confusion of how to effectively use their website and digital marketing efforts to meet their business objectives.
Jay is a successful digital marketing and e-commerce professional that helps companies across multiple industries grow revenue using a broad range of strategies. He has a deep understanding of the challenges companies face when trying to balance the diverse components of growing revenue across all marketing channels.
Contact Jay here