Incremental marketing steps
As the Tour de France wraps up, discussions will now turn towards next year and who has the best chance of winning. As the tour began to climb into the Alps this year everyone was wondering who will be strong enough to finish on top. The mountains get steeper, the ride gets harder, and most are just trying to hold on until the next flat stage. As the yellow jersey contenders fought for the top spot and gain control of the race what was everyone else doing? Most were trying to hang on to the back of the peloton trying not to drop so far behind that they get kicked out of the race all together.
Where does your business ride during the tough stages? Do you fight for the yellow jersey and try and take control of your corner of the market, or, are you sitting in the peloton just trying to survive the tough times? While most are sitting in the peloton, others are making key moves to increase their overall time in the race in small but important increments.
Translation: How can you make small, but important moves to increase bookings or leads with online marketing initiatives while others are just trying to hold on? Now may or may not be the time to redesign or develop a new website due to budget constraints, but small moves can make the biggest differences. We have seen an overwhelming increase in Email Marketing performance for our clients that have not only kept them from dropping off of the back of the peloton but have increased the performance of their company immensely.
Starting something new and fresh does not have to cost an arm and leg and can still increase overall performance. Take Twitter for example. How much does it cost to setup an account and implement the proper links to your site so that users have more reasons to stick around or hear more from you? Have you thought about explaining the reasons and uses for Twitter for the ones that are just starting to jump on the band wagon?
At this stage in the race you still have some budget, clients, and momentum. Instead of sitting at the back of the peloton trying to hold on, try something new. Your current guest’s and clients might appreciate the new direction no matter how small it is.
Sam Campise