We often think about business marketing in epic terms, like coordinating a six-figure launch, or undertaking a massive Facebook advertising campaign.
In fact, most stable, enduring businesses grow one small seed at a time.
One helpful Tweet at a time.
One presentation to a small audience at a time.
One prospective client call at a time.
One exceptional demonstration of customer service at a time.
Unmarketing’s Scott Stratten describes this as the little things that makes a company truly awesome in his excellent 50 minute keynote at DMA 2012 .
In order to know which seeds to plant, you need to do a little pre-planning.
When I spoke at the San Francisco and Phoenix Spark & Hustle events produced by Good Morning America’s Tory Johnson, she suggested having a list of your 50 top prospects at all times.
Every day, reach out to someone on your Top 50 list.
If they flat out say no, take them off the list. If they turn into a customer, take them off the list and replace them with a new prospect.
Focus on planting small seeds in the right places every day, and you will see real, sustainable business growth.
Your seed planting homework
- Identify a core offer that you want to sell in the next two quarters
- Create a list of your top 50 prospects for this offer
- Define a simple and comfortable set of steps (or “seeds”) you can implement right away. For example:
A. Send email of introduction, including specific things you enjoy about the person or their brand
B. A bit later, send a piece of useful information (an article, a productivity hack, a book)
C. Identify their 2 main channels of communication (ie Twitter and LinkedIn)
D. Interact with them on their channels of communication
E. Pay attention to what they need
F. Help them get what they need
G. If what you have to offer is part of what they need, awesome!
- Plant two seeds every day.