Massive Marketing Success Step #2: Have a marketing blueprint.
OK we now have action, but unfortunately this of itself is not enough. If you do a lot of random marketing tasks, you tend to get a lot of random results. And added to that marketing can be a painfully slow process that moves in sudden bursts, instead of in a predictable fashion.
You need to put together a simple and sensible marketing blueprint. Create a marketing plan. It will force you to check each project in detail and confront the tough issues—what does your audience look like, what do they need, and what can you do for them? As Harry Beck said,
“Planning teaches you and your colleagues about your business . . . writing a plan educates you in a way that nothing else can.”
If you want massive marketing success and to raise a million dollars in your organisation, start with a marketing project to make $X. Figure that out, then scale it. It sounds simple and even silly, but it works.
Massive Marketing Success Step #3: Work on “YOU”
This is the one that’s going to take #1 and #2 to a higher level of success. Success steps #1 and #2 can help your organisation to survive. Add #3 to those and you’ll start to make it thrive.
As a marketer —yes, everyone is a marketer, from business owners, C-level executives, to independent professionals—your mindset must be marketing is everything you do. From creating useful and relevant content online and off, to community benefiting policies, interesting presentations, how you put together tenders, how you perform, how you build relationships, answer the phone, design your invoices and who you employ and engage as volunteers, ambassadors, evangelists etc.. Remember every organisation is in the relationship building business. Your story, blog posts, blurbs, coupons, promotional products, free reports, free checklist, free speeches, trade show booths and email newsletters all contribute to the holy grail of marketing: to establish a relationship.
If you’re just going to copy another organisations marketing which is the usual stuff in a lame me-too way, you’re not going to find too many committed supporters. You’re better off spending your time differentiating your organisation even slightly from the hundreds and thousands of others competing for individual, community, Government and donor attention and support. Too often, organisations attempt to distinguish their cause in ways that have little or no influence on the reasons this audience would care to notice.
Question: What are you going to do?
About Patrick – Patrick McFadden is Cause & Effective’s marketing advisor and the author of the Indispensable Marketing Blog. You can also follow him on Twitter. If you would like to guest post on B-Cause, check out our guidelines here.