Marketing, is not sexy.
In a world of micro-content, viral videos, and white-papers generating millions of dollars in revenue, or A/B testing campaigns gaining a 50% increase in revenue, it would easy to mistake marketing as sexy.
Marketing is not sexy.
MailChimp is sexy, marketing is not.
Marketing is nose to the grind, fingers to keys (not the fun ones on your piano), and pen to paper, writing email, testing headlines, and scheduling automated emails.
Lather, rinse, repeat.
And while you’re at it, why don’t you make a thorough report of where all of that marketing budget went.
You don’t like marketing because you don’t want to do marketing. You don’t want to do marketing because you are told you have to write emails, post on Facebook, Twitter, Instagram, Pinterest, and Google+ (yes, really…) 3x per day, and don’t forget to blog about 3x per week. Really, if you can write daily that would be great. Also, bust out some 15–25 page PDFs when you get a sec…that would also be awesome.
You don’t want to do marketing because you just wanted to open and run your own agency or business. Your work will speak for itself and people will find it in the great big sea of others doing the same. But you know homeboy across the pond…your competitor? He’s doing emails and running his own company and he writes blogs, and posts on social, a lot.
And if he isn’t, he is going to hire someone who will do it for him.
Studies show that he will have 50% more new leads than you.
You don’t want to do marketing because it requires something of you. Because rather than being something that pays the bills, it is actually another bill…possibly three or four. You won’t likely see an obvious return for 6 months, and you may not even know if it is working for a bit.
It is work. And not sexy work.
It is behind the scenes work. The kind that rarely is noticed, but always is expected. It is easily criticized and easily misguided.
So then why is it so important for you to market digitally?
1 It is much cheaper, and you see more leads per dollar spent.
Content marketing costs 62% less than traditional marketing (Demand Metric, 2013)
Per dollar spent on marketing: content marketing generates 3x as many leads as traditional marketing (Demand Metric, 2013)
2They are judging you by your presence online, whether you are doing anything with it or not.
60% of consumers feel better about a company after reading/ viewing custom content on its site (Content +, 2013)
46% of people say that the a website’s design is the number one criterion for discerning the credibility of the company (Stanford Persuasive Technology Lab, 2012)
3Consumers who receive email marketing spend 83% more when shopping (iContact, 2012)
4 Because your competitors are putting in the grit to do it.
9 out of 10 businesses do content marketing (Content Marketing Institute, 2011)
86% of B2C marketers do it and 91% of B2B do it (eMarketer, 2013)
That was about 4 years ago, you are now the only one not doing it.
It’s time to get started.
In one year’s time you may bask in the collective glory of your new leads and ROI.
If you hurry, you may be able to hire the kid who keeps emailing you about an internship. If not the brand across the street may beat you to it.