Once upon a time I used to follow all the major sports. Now, married with two kids I only have time to follow college football and catch a few college hoops games a year. Although I am not a big baseball fan, America’s pastime – baseball does set the stage for a great marketing metaphor. Marketing success will be yours if you keep your eye on the ball and consistently get on base, instead of chasing the glamorous home run.
Frequently I meet business owners who are looking for the silver bullet to their marketing woes. I like to jump in and say “Well do I have the cure for you! were looking for,” however my cure comes in the form of long hard work and commitment, rather than a magic potion or silver bullet. I know lots of tactics, tips, and suggestions on how to optimize a marketing campaign, but any of one tactic on its own will not deliver monumental results overnight. The secret to almost all succesful marketing programs is a steady program of well thought and executed strategy.
Home runs are sexy, they put fans in the stands, and the players who hit them are well compensated. Unfortunately a home run in business, followed by a several quarters of strike outs will lead to some serious cash flow problems. Success in business comes through delivering predictable profit over an extended period of time. When it comes to online marketing you can use tricks to temporarily improve results, but just like steroids, quick gimmicks will catch-up with you sooner or later.
Increasing traffic, building trust, and increasing conversion rates each require multiple steps and a commitment to improving and adjusting over time. Just like baseball, just learning the basics will make a major immediate improvement to your performance. Once you know the basics it takes lots of practice, hard works and a dedicated coach to get to the big leagues, or just to make the varsity team. Great leadoff hitters occassionally strike-out, but striving to make small improvements over time will prove more valuable than trying to make one big splash followed by continued silence.