Momentum is a funny thing.
I was chatting with my great friend Joe Glover about TheMarketingMeetup.com events we run and there is definitely momentum gathering there. I think part of that is if people see an event with only 2 attendee’s, psychologically, you presume it will be a rubbish event.
However, when 100 people are signed up and there are only 20 places left, you fear missing out and HAVE to book your slot.
The quicker our events get booked up, the quicker they get booked up. It is momentum.
A reason why companies aren’t getting results from marketing
I see companies not building enough momentum. They either won’t invest properly so barely scratch the surface of the market and can’t build momentum or they don’t do it long enough to create any.
However, there are probably more companies out there investing lots of time, money and effort for long periods but not getting any results. Why is this?
I think the reason is actually pretty simple. In a lot of cases they won’t create momentum because their content is pointless, it has no strategy or is just plain rubbish.
So don’t think for a second that you can gather momentum by just creating lots of content and put money behind it. The creative has to be compelling, interesting and evoke emotion too.
Momentum in Sales
It is the same in sales. If you take your foot off the gas as a salesperson, you go backwards.
I have a sales ‘pipeline’. It is dead simple. These are the stages for me:
- People I am keeping in touch with (but have zero expectation as to them becoming a client – they may, however, amplify my brand)
- People who could become clients in the coming months and have discussed a need or problem
- People I am formally pitching to
- People who I need to nudge across the line
In nearly all cases, I am trying to keep in touch with them, add value and send the odd personal email etc. I do this because I know in stages 1 to 3 if I don’t keep in touch on a semi-regular basis at least, that lead will die. If I try and revive it later down the line by trying to sell my services, it will feel awkward for both parties.
In all of these cases, I focus very much on the human relationship too. What matters to them, what is interesting to them, what value can I add to them as individuals and businesses? Not just as a marketer, but as a person.
Momentum vs. strategy in marketing
Creating any old fluff won’t do. My own content strategy is not the best. But I have an argument as to why. I have a running theme about being human, humanising brands, being honest, raw, unplanned and real.
But this is not a full strategy.
And this is my point.
Yes, you need a strategy, but don’t spend months creating one so complex, you’ve missed the boat. I’m still feeling the reaction to my ideas and my content. If I’d spent months creating a huge strategy and plan and it was wrong, then I’d be toast.
I would also probably be too embarrassed to admit it hadn’t worked and would continue to plough on regardless for longer.
How to get marketing momentum
- Make sure you have a strategy. Not a marketing plan, I mean a strategy. What do you want to be known for with which market and what is your core message?
- Don’t make it over-complicated. A page will do.
- Plan and create some specific core pieces of content. Make a 12-month plan and work in 90-day blocks.
- Don’t forget to allow for reactive marketing to make your content timely too. Weather is freakishly hot? Does it affect your customers? If yes, you need to react.
- Promote your planned content to a targeted niche that will be interested (not just everyone in your database)
- When that audience, reacts and engages with the content, add them to a list to show them more. Platforms like Facebook and Google have simple tools that allow you to do this.
- When someone has interacted with a number of pieces of content on social or email, then you can show them a more sales-led message.
- If and when they buy from you, continue to add value with your content. What does a new purchaser of your product or service want to see? How can help them still?
- Don’t just convert the sale and forget about them, they are a) likely to talk about you now and refer you to a friend and b) they want to feel excited about the money they have just spent, so keep them excited!
- Keep telling your story. Keep championing your brand messages or ‘truths’. Keep engaging and be in people’s minds. Keep your momentum up!