One time marketing is death marketing

In my work as a marketing consultant, I often meet with small business owners to discuss, “how they are building awareness and visibility for their services?” What I end up finding is that their mindset toward marketing is a one time deal, I call it the “homerun approach.”

They believe that you can run an ad, hand out a special gift, follow-up, host events, etc. just one time, and that will bring in customers and put them in the top-of-mind position. My answer is always no, no, and no.

What would happen if you took only one breath? You would die. The same is for your marketing. One time marketing is “death marketing.”

Marketing is truly a process. The process of helping potential customers find your company — often before they are even looking to make a purchase — and then turning that early awareness into brand preference and, ultimately, into leads and revenue.

In essence, it’s about getting prospects to reach out and then nurture them through the sales process.