For most small business owners the concept of marketing momentum is crucial.
Think back to high school physics class for a moment if you can. (I didn’t do so well in that class so I’ll simplify). It takes a whole bunch of force to get something moving but, once you get it moving it tends to keep moving with less and less force.
To apply this lesson to marketing think of force as exposure.
One of the great ways to build momentum is through lots of exposure. And, for the small business, without a big fat budget, exposure is delivered by coming at your market from many angles. You can’t rely on one form of advertising or communication to get the job done. You need to deliver a core message through as many vehicles as you possibly can.
You must have a referral promotion, an advertising promotion, a public relations promotion, a strategic partner promotion, an email promotion, a speaking promotion, a writing promotion, a newsletter promotion . . . you get the point now, right?
People often ask me, which should I use: postal mail, voice mail or email? And I always say yes. People process information in many different ways, you must be able to deliver it in so many different ways they cannot miss it.
Think of it like a foundation on a house. Put up so many support beams that no matter what the business weather is like you will always be communicating with someone. There is no one perfect marketing tactic. It’s the stunning combination of many tactics that eventually gets the giant ball rolling in your favor.
How will you know you’ve pulled off momentum? When you walk into a prospect’s office to make a sales presentation and they are already sold.
Marketing momentum does away with the need to sell!