Few people could say that it is easy to start a successful business. No matter what field you are in, you are guaranteed to come up against big challenges and heavy competition. There are times when it is easy to look at the seemingly insurmountable wall of challenges ahead and just give up. This is the point where many new businesses fail.
The most successful businesses are the ones that are filled with people who can look at that wall and see that if they can just get over the top it will be easier to continue on the other side. Today we’re going to take a look into some marketing concepts that address this very issue. Use this information to help you grow your business, build the marketing momentum you need and find encouragement along the way.
Get Your Marketing Flywheel Moving
A flywheel is a large wheel that is used to create perpetual energy. The wheel has a lot of inertia, and takes some serious effort to get going. Once it is rolling, though, watch out. It takes much more force to stop a flywheel than it took to get it going.
Flywheel marketing is a popular marketing concept because it takes the principles of the flywheel and uses them to explain marketing. It takes a lot of time, effort and energy to get a business going, just like the flywheel. Once it gets going, your marketing strategies will create perpetual interest and returns for your business. Just like that flywheel, if you give up too early and stop putting in the effort, then the process will grind to a halt and leave you right back where you started.
Another great analogy for this is the “Prime the Pump” analogy from Zig Ziglar. He pointed out that in order to really get a water pump going, you sometimes have to put water into the top of the pump to prime it first. Building a business is the same way. You have to do a lot of work to receive a paycheck.
So how do you apply these analogies to your business? Rather than dabbling in several marketing strategies for a short amount of time and then moving on because they don’t seem to be working, you have to think of every piece of content, every top ranking SEO keyword and all of your email marketing and social media as the effort you are putting in to get the flywheel, or the pump, moving. You have to keep putting in the effort, believing that the rewards will come in time. Don’t let yourself get discouraged when things don’t go as smooth as you would like them to. As Zig Ziglar says, “Anything worth doing is worth doing poorly until you can learn to do it well.”
Modify Your Marketing Strategy as You Build Momentum
Though it is true that you should never give up on a marketing strategy too early, it is also true that you should be applying your energy to strategies that will actually work for your industry. It takes constant monitoring and attention to identify the methods that are just not going to work. For instance, if you are using high ranking keywords that are too general, you will sometimes not see as high of a return as when you use lower ranking words that are more specific to your field. Likewise, it does no good to throw all of your effort into social media if the audience you are reaching cannot provide good networking relationships or turn into loyal customers.
These situations don’t mean you should give up on SEO and social media altogether. Instead, you should modify your strategies by subtle degrees as you go. This way, you continue to build marketing momentum whilst refining your sphere of influence.
Don’t be afraid to leave some things behind as you refine your marketing strategies. In his book, “The Dip”, Seth Godin talks about how successful people are the ones that know what things to quit, and when. Don’t be afraid to abandon parts of your business that are not producing results. Instead, focus on one or two things that you are great at, and build your business offerings and marketing strategies around these strengths.
The People Who Do the Marketing Matter
Another area that may need constant attention and modification is the staff you are working with, including yourself. In his book “Good to Great”, Jim Collins outlines the strategies that make the difference between a good company and a great company. He points out that for a company to be truly successful they need to start with great leadership. You need to be able to take responsibility for everything that happens in the company. Bosses that play the blame game may have some success, but they will never be great.
Also, staff members that are not a good fit for the company, for whatever reason, should be released immediately. Having an undependable staff can only hurt your business. It is always better to be understaffed than fully staffed with the wrong people.
The simple truth is; no business is going to grow all by itself. You need to keep going, even when it seems too hard. You need dedicated people who are willing to put in the time and effort necessary to build enough marketing momentum to get through the tough times. The good news is that eventually, all that hard work and dedication will pay off and carry you into the success you dream of for your business.