We shut down the ole marketing engine a few months back. We posted about going black with our marketing back in the dead of winter. We had several good reasons.
At the time, we were working nomadically in between our old office and our new one. We knew we’d be moving offices before March (almost done btw) and we’d just restructured the way our team was serving our partner clients. We also put a big emphasis on delivering on a promise to provide thorough monthly reporting to our ongoing partner clients. To make all those changes, we felt as if we’d be jeopardizing these very big rocks to continue investing 100-150 hours a month into our own marketing. Well, we took a risk to stop things. And the sky didn’t fall. We still hit our sales goals in January and February and we are on pace for March.
That being said, we want to be leaders and it’s tough to lead from behind. So we always knew we’d circle back around to our own marketing. It’s tough to ask your partners to do things you’re unwilling to do yourself. So we’re going to crank things up again, but we’re going about it in a very different way this time around.
It’s amazing how much energy and effort we can expand on any given thing when we’re not paying attention. We looked up and noticed that last year we spent an extraordinary amount of time, money, and energy on our own marketing channels. It wasn’t just our website, social media, blogging, or email marketing, but it also extended out to lunch and learns, networking events, podcasts, and a lot of other initiatives. Rather than throwing grenades, pumping out shotgun shells, or scattering landmines, we decided we are much better snipers. So we’ll be much more focused in our efforts in our own sales and marketing.
It All Starts With Knowing Your Brand
We dug into our Vision and Mission last fall. We paid some great consultants in our industry (Thanks, Nikki and Anthony!) to remind us who we are, and what we’re good at.
So we know who we are. We know who we are looking for. We know what we what to say to those we’re looking for. We know what value we can add. So we’re gonna focus on that from this point forward. Some of the tools and tactics might be the same. Some might go away. The goal is to not spend extra energy or activity for the sake of those things. The goal is about efficient results for us, our partner clients, our project clients, and our overall profitability.
By nature, our DNA has always been about having fun, focusing on results, generating leads for new business development, and being transparent. Those things WON’T change. Those things WILL be amplified. Along the way, we’ll give back to the least of these.