*that we tell everyone…
In business we often talk about new business development, a term I have grown to loath, because I think it’s putting lipstick on a pig. In this case the pig is called sales. It’s not pretty, sometimes it’s a dirty business (I love running a metaphor for too long), but at the end of the day new business comes from sales. It comes from selling something to someone who needs it or thinks they need it based upon an emotionally triggered reaction. It doesn’t matter what channel it comes from, but it had better come.
I like brutal simplicity. No jargon. Break a thought down to its core essence and it is easily understood. One of my favorite theories for running a successful agency I heard when I first started working in advertising: “Make sure there are more customers coming in the front door than going out the back door.”
At first glance I interpreted this for what it was, a statement of the importance of sales in a successful business. Over the years, I’ve given more thought to this and started to realize that it didn’t talk about the middle part. It didn’t focus on retention.
Our business has been fortunate in that we receive a significant amount of inquiries every month. In part because we practice what we preach. We tell our clients to utilize inbound marketing such as email marketing, social media, search engine optimization, and Google AdWords and from those platforms come our leads. Those aren’t the only avenues that we use of course. There’s word of mouth marketing and referrals; we work on PR opportunities; we’re always out at networking events; and I will take basically any speaking gig I can, which honestly has more to do with the fact that I really like to hear myself talk.
Blog > Networking
Regardless, of all of these things; all of these marketing channels to communicate a message, I still love blogging. Why? Because if you go out to a networking event for an hour you can TELL 4 people how smart you are…or you write a blog post and you can SHOW 40 to 4,000 people how smart you are. People read blogs to learn new ideas. At least that’s why I assume you’re reading this now.
You can promote it on LinkedIn. It drives traffic to the site which is helping your search position. You can take a blog post, can it up into an email blast, fire it off to your existing customers. So you’re not only helping to bring new clients in the door, but you’re also communicating to existing clients and improving your retention efforts.
Because at the end of the day it’s educating prospects/clients and showing that you’re a thought leader in your industry. It’s about delivering that message to new customers or existing customers. It’s about the pig…and it’s about [insert joke about bringing home the bacon].