Spray-and-Pray Marketing - Is This A Smart Marketing Technique?
Spray-and-pray marketing - an advertising campaign without direction?
When it comes to marketing, every single thing that you do to generate leads should have a purpose. Without a purpose, you can end up with an advertising blitz campaign that saturates the market but doesn't have any real direction.
And where does something without direction end up going? Nowhere.
We call this "spray-and-pray" marketing - advertising your business anywhere and everywhere, hoping that people will notice you, praying your hard work pays off.
You'll do a ton of things because you think you need to be doing them. You'll get on Facebook. You'll start to Twitter. You might host a teleseminar or write some articles. Don't get me wrong. These can all be very good leads for your business, but if you don't know why you're doing them, they are just busy, random activities. Unless they are consciously linked to your end point, they will simply exhaust you and your physical resources, like your energy and time. Some of them will exhaust your money as well because they cost money to apply.
Be more intentional with your marketing techniques to avoid becoming frustrated by the amount of time you're spending on lead generation. Instead, your time will be well spent because your marketing is on purpose. What you really want is to be engaging with your clients in your specialty, and that is where intentional marketing will lead you.
But, if do you reach a point of being overwhelmed or disillusioned, where you're putting out a lot of energy but aren't getting the returns, don't be discouraged.
Do not give up
That would be a tremendous waste of your talent.
Part of my own purpose is to support and encourage you to pursue your own path. I know it's easy to get discouraged if things haven't been working out the way you'd imagined. Don't blame yourself, and don't assume that what you are offering has no value because you haven't been able to get people to buy it. That would be a critical mistake.
What you are offering to clients absolutely does have value. You may just be missing one or two of pieces on how to promote it. It's time to tweak your approach and get focused. A tweak or two could be all you need to make your approach more intentional, to turn things around and help you start attracting the clients you want.
You will probably find that you don't need a major overhaul in your business, and that some of the approaches you are using do work quite well. It's not about giving up on what you're doing, throwing it all out, and saying that it was all a terrible waste of time. It's not about throwing the baby out with the bathwater.
It's about evaluating where you are and looking closely at where you want to be.
There are almost certainly pieces of what you're doing that are working. But, that spray-and-pray part of marketing is just not smart marketing. And if you have been doing that, at least you've been taking action. If you look on the positive side, you've been doing something. It may not have been the most effective thing, but you are working, trying and doing the best you can.
Now you know that you need to be more deliberate, more purposeful. And you now know it's time for you to address your business and your marketing with intent.
About the Author
Bernadette Doyle specializes in helping entrepreneurs attract a steady stream of ideal clients. If you want to get clients calling you instead of you calling them, sign up for her free weekly e-zine at http://www.clientmagnets.com