Big picture marketing is using big, powerful ideas rather than tons of money to build your business and improve ROI. The big roadblock to big picture marketing is “business as usual.” Here’s how to remove it.
REMOVING THE “BUSINESS AS USUAL” ROADBLOCK
Business as usual means competing in the marketplace as you've always done, and as your competitors continue to do. This results in a costly war of attrition; whoever spends the most gains the most, and the others wither.
Many businesses continue to market in traditional, outbound ways that push unwanted messages to a buying public that wants to control the buying cycle. Outbound or push marketing is not where the market is going and is definitely not a big picture idea.
HOW TO FIND THE NEW BIG PICTURE: ASK, LOOK AND DISCOVER.
Ask questions to learn and clarify what’s happening in the marketing world today.
Look for opportunities in new and different ways.
Discover the new approaches, tools, and platforms that can transform your business.
CASE STUDY
Marcus Sheridan, at River Pools & Spas in Atlanta, is called the Pool Guy but could just as easily be called Content Guy. He realized that getting found online through content was a way to grow leads and customers, and reduce expensive traditional advertising and Pay-Per-Click ads.
As Marcus tells his story, his analysis of his target audience convinced him that online search was critical to his future success, and providing the best content online and making it search-friendly was the smartest way to compete. He knew that he could not simply continue to spend, spend, spend in traditional ways that did not generate needed ROI.
He embraced best practices, particularly content development, and saw his closing ratio go from 15% to 85% in 2 years. He’s now the leading pool provider in the greater Atlanta area.
WHAT MARCUS ASKED, LOOKED FOR, AND DISCOVERED
Marcus asked the question, “What alternatives do I have to traditional advertising that could boost sales while reducing marketing costs?”
When he asked that question, the concept of inbound marketing (marketing by attraction) was just becoming known. He looked into it and learned that inbound marketing is a big picture idea that any small business, like his, can embrace.
He discovered that applying inbound marketing principles was easy, effective, and for his business – a big marketing idea.
Start to find your big marketing solution here. Join me for a complimentary 15 minute coffee break conversation.