Every session will provide a list of the Big Ideas that you can take away from the audio or video content. This is not an exhaustive list of ideas, so remember to take your own notes!
ABM = Always Be Marketing
If you’re only using word-of-mouth to advertise, you’ll probably have a hard time finding work in the winter.
Consistent marketing allows you to choose the leads that are more profitable for your company and what customers you’d prefer to work for.
You want to create a marketing funnel in which you have way more leads than you can possibly handle.
Having more scheduled jobs allows you to say ‘no’ to requests because you have signed contracts and obligations with other customers.
Don’t rely on only one source of marketing. Use Facebook ads, Google ads, email campaigns (customers, designers, real estate agents), networking, events, social media, podcasting, etc.
You need to track the success of your marketing campaigns so you have a crystal-clear picture of your ROI with each marketing channel. This starts with your lead intake form, “How did you hear about us?”
Marketing is only expensive if it doesn’t produce any return on investment (ROI). $10k spent on marketing is cheap if it brings in 10x your investment! But you won’t know you’re ROI, if you don’t track it.
4X Rule (from Outrageous Marketing) – your minimum ROI on a marketing channel should be 4x the amount you invested.
The referrals you collect from jobs can amplify your marketing ROI and can nudge up it’s value.
A marketing analysis can help you better understand where low-hanging fruit for your business leads can be found.