“I want the marketing dollars I spend to have an immediate impact. I need to be able to see sales go up within the first thirty days or I’m unlikely to continue with it.”
“I’ve never been able to see how using Twitter, Facebook, LinkedIn or blogging can increase the leads I receive.”
“Is there any way to get my phone to ring more?”
“I’m really only interested in going after the low hanging fruit, something that will pay for my efforts right away. After that, I’ll figure something else out.”
We live in a world of instant gratification. We learn to move on quickly if we’re not immediately entertained. Wall Street demands quarterly results. If something takes too long, it’s just not worth it.
I have been accused at times of quoting Seth Godin too much. I don’t really mean to other than I am a regular reader and I truly believe he is one of the innovative thinkers of our time. So, please forgive my idolatry.
In “Driveby Culture and the Endless Search for Wow,” Seth poses the question of whether as marketers we should be focused on getting and measuring the number of eyeballs that view our content or whether we should be concerned about those people who have a true interest, who want to listen, who may actually become long-term customers.
I’ve always tried to emphasize to business owners that what ever marketing efforts are made, it is ultimately about sales and profits, otherwise why expend the energy? And, I am also a proponent of prioritizing efforts so that at least you can garner the “low hanging fruit,” so you can see some immediate results. But, I am also quick to point out that many other marketing efforts, especially those where you are trying to build a dialog, a relationship with people who can help spread your brand, people who will be your proponents, will definitely take time and patience. Sometimes a Return on Investment or ROI is not measured short-term in more leads or calls.
Do you agree?