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Why Marketing Keeps You Invisible

 

(And why marketing investments often result in a low return.)

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Sliding into sameness

Simply checking the box to make sure you do what your competitors are doing ensures that your industry continues its slide into the sea of sameness.

Customers can't tell the difference between their options (because they all look the same), so you're forced to continually lower prices and race to the bottom.

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Misguided Marketing

To catch your competition, the typical marketing answer is: "more content, more SEO, or more ads." 

That's a slow addition strategy when you need an approach that takes you to 3X, 4X, or 10X. All the "mores" just pile on but miss the one thing that will take you from addition to multiplication. The difference? Incremental vs. Leapfrog growth.

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Ad spends are wasted

The rising cost of digital ads, video, and paid social media isn't sustainable. Ad platforms put you in a bidding war on purpose—by constantly driving up ad costs. The high price of actually winning a new client that way does not pay off and never builds your marketing assets.

Marketing should deliver great customers reliably and profitably.

The goal: be the first solution people think of in your space.

That could mean massive ad and media buys so your brand shows up everywhere. Or, it could mean positioning yourself as the brand your target audience loves the most.

Visibility is in the eyes heart of the customer.

 

Customers (and employees) buy with their heart, and being visible means reaching them in ways that matter to them.. If you want to rise above the crowd, you have to speak to something more than the wallet or the brain. You have to become memorable and meaningful.

 

understanding the needs of the customer

 

icon-check Visibility is more than brand recognition or web traffic
icon-check Visibility happens when your brand story connects to the customer's needs
icon-check After someone finds you online, you have to ask: "will it matter to them?"
icon-check Loyalty and the ability to go upmarket can only happen when you win hearts first

What sticky brands are doing right, and how you can too.

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The Marketing Black Hole

 

Still Invisible after all this investment  

The solutions to winning more in your market can include digital ads, new websites, artificial SEO (search engine optimization), and lots of other one-off tactics. Those solutions might be clever, but they all have one thing in common: they create a long-term cost dependency and never really get down the heart of the matter. They fail to anchor your brand story in the hearts and minds of your target audience for the long-haul. 

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1.

Single-Focus Tactics

You heard about something great at a conference, or were approached by a vendor who is selling "magic marketing beans." They offer the single solution for all of your growth needs. 

The Promise: The last solution you'll ever need.

The Delivery: Another ad-hoc tactic with a few good results and no dramatic changes.

2.

Digital Ads & Mass Media Programs

For a fee you can rent access to someone else's audience. They'll interrupt whatever the individual was actually doing (connecting with friends, reading an article, or watching a video), so you can tell them about yourself. 

The Promise: Great visibility and lots of new customers.

The Delivery: New customers trickle in (low conversion rates) and you get an ever-increasing advertising bill you can never stop paying.

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3.

Generic Inbound + Social

The usual offering consists of a fresh website, along with lots of mediocre online content and regular social posting. If all you want to do is be like everyone else, that might be great. But it won't take you to sustained growth or market leadership. 

The Promise: Check the boxes of standard online activity.

The Delivery: You become another brand that sails into the sea of sameness, without anchoring your brand in the hearts of your audience or developing a high-performing conversion path. 

confident marketing team

You should feel confident that every marketing investment is building something bigger than a one-time boost.

You need marketing that connects deeply with your customers so your brand story will stick.