Things change quickly in marketing, with new technology, practices and techniques emerging on a daily basis. So how is a business owner supposed to keep up with it all? How can you work out which of the latest marketing must-haves you should add to your agenda and which ones to pass on?
Well, although these gimmicks and fads change like the wind, the way people fundamentally buy does not.
how do people buy?
A few decades ago Philip Kotler described the way people buy in a model called the “Sales Funnel”.
And the other problem with it being called a “funnel” is that everyone always focuses on pouring more in at the top. If you are spending money promoting your business (i.e. generating awareness) but most of those people are just "leaking" out of the funnel and not reaching adoption and loyalty, then you are wasting money on marketing.
The purpose of good, effective marketing is to support your customers at every step of the sale. Your marketing should help your customers make their way through the funnel in their own time and in such a way that when they do finally buy, they know they have made the right choice and they feel good about the decision they have just made.
If you are supporting your customers effectively at every stage in the sales funnel then, when you spend money on generating awareness, you will be confident that it is money well spent.
And this is the essence of Watertight Marketing, a framework and methodology designed by award-winning author, Bryony Thomas, to help small business stop wasting money on marketing.
So how does that help me work out which marketing strategies to employ?
Well, as long as you know what you are selling and who you are selling to, you can map out your marketing onto the Watertight Marketing framework to make sure that every piece is working together to support your customers on their path through the sales funnel. You will see where you are leaking customers in the funnel, and you will identify ways to “plug” those leaks.
Once you have done this, you can pick any marketing technique you care to think of and you will be able to assess whether it will help to support your customers in their buying decision, or just end up being a waste of money.
If you want to find out how to map your marketing onto the Watertight Marketing framework, here are a few resources you might find helpful:
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