Does your business have a strategic plan with marketing goals?
Many businesses that have goals for their marketing efforts that look something like this:
- Estabilish a company brand image in prospect’s mind and general public’s mind
- Build awareness of a specific product or service from the company
- Get potential customers to start into the sales process
Why would you want to do branding before just creating awareness of a product or service?Â Why not just leap to getting a potential customer into the sales process?Â
Branding helps with marketing in so many ways. You don’t have to explain your philosophy on customer service every time you want a customer to investigate your product or service. Having someone who is already familiar with your company and knows and trusts the products and services make each sale so much easier.
Jumping directly into the sales process ignores the lead up. It’s like asking someone to marry you on a blind date. You skipped the “getting to know you” process.
Tracking the leads measures the second goal. Measuring awareness and image is extremely important but a lot harder than just looking at the revenue stream or lead chart. Both are important.