Your mother taught you a great number of wonderful things. I’ve not met your mother, but I’m sure she’s a wonderful person.
And on this Mother’s Day weekend, let’s remember a few lessons our mothers taught us and try to apply them to our marketing.
Happy Mother’s Day everyone!
There is an old saying that marketers tell the truth in advance. I suppose telling the truth in advance is okay, but certainly don’t lie. Don’t stretch the truth about your product, your business, or your service.
The other day I was at the doctor’s office. There was a sign on the wall that said the following: “If you have been waiting for more than 15 minutes talk to the receptionist and we’ll get you right in.”
I was, and I did.
Instead of letting me see the doctor immediately as promised, the receptionist had no idea what I was talking about. When I showed her the sign she indicated that they don’t do that. That is, that they don’t actually let you see the doctor immediately if you’ve, in fact, waited more than 15 minutes.
They didn’t tell the truth. They sign was a marketing ploy to make me feel better.
Good marketers don’t lie. They tell the truth.
While marketers shouldn’t lie, they should ‘frame’ the discussion about their product, their offerings, and their services.
For instance, combing your hair isn’t a lie, wearing a nice shirt isn’t a lie. Those are things your mother told you to do.
Those things are putting your best foot forward.
So it is with marketing, you shouldn’t feel guilty about putting your best put forward.
Every business has problems. Every company fails at customer service occasionally. Every SaaS has a few bugs (even Convirza).
You don’t need to market these things.
Market the positive. Put the best foot forward.
We write controversial blog articles at times.
We should probably be nicer. Your mom taught you to be nice to others. Marketers should be nice. Don’t attack competitors. Don’t attack clients or employees or supervisors.
Your mom taught you to set goals.
Marketers should set goals about their ROI, CPL, CPA, lead score, and phone close rates.
For example, as you conduct your PPC campaigns, how many leads do you want each week? How many phone calls do you want these PPC efforts to generate each week?
Set phone call goals for each marketing campaign.
Your mom taught you, I hope, to occasionally step back and take stock of your success. How are you doing in relation to your goals?
Marketers should do this too and they should do this constantly. Marketers should track ROI. CPL, CPA, lead score and other metrics.
Call Tracking can help you track incredibly vital metrics.
Marketers should track everything. They should use call tracking.
Every mom tells every child to eat the food on their plate. I remember, for example, being forced to sit at the dining room table until I ate at least one bite of everything on my plate.
I was a stubborn child and spent many nights sitting defiantly at the dining room table until late into the night.
Who would bend first? Would my parents allow me to get up and leave without eating? Or, would I eventually break down and choke down green beans?
Generally they won.
Why did every mom tell every child to eat their dinner?
Because they wanted to teach a lesson: use the resources you have.
Marketers should do the same thing. Marketers have data and analytics available THAT THEY ARE NOT USING.
Study after study after study indicates that marketers are not using the ROI data and analytics at their disposal.
We have data about online and call traffic. We should use these tools.
Happy Mother’s Day!