Marketing is NOT all About the Future
Yesterday, today and tomorrow. If you listen to most marketers they will typically speak about the future, but it’s not all about only what’s ahead. Marketing is about the past, present, and future. That’s why it’s important to remember that your history matters. It’s more than just building the next campaign, especially if you convert suspects into prospects, into leads, into customers, clients or patients.
The foundation of your marketing is built on what you’ve done over the past three to five years, not moving forward alone. If you were to look into the past as we do at eLaunchers, you’d learn some amazing things. You’ll learn exactly who your REAL ideal avatar is based on what individual type is the majority of your client base.
Go backwards and identify the people or businesses that purchased at the highest financial commitment, those that were repeat buyers and those with the longest tenure. Use data to turn your organization into a powerhouse by learning all you can learn about the past to build a future.
You’ll also dig out every single piece of marketing material you ever used. What flyers, ads, email sequences, funnels, brochures, eBooks, white papers, case studies, checklists and any other marketing assets you have on file. This is typically done in the first 12 days of the process. More on this later.
Those three qualifying factors will indicate the Avatar that will carry you the furthest. The marketing assets will be evaluated for re-purposing.
eLaunchers’ process is to mine the data that you have well in advance of prescribing any steps forward. Utilize the 1000, 100, 300, 1000-day formula.
Mine the data going back at least 1000 days, which is about 3 years. Once compiled and verified, you can plan for the future. This is not as difficult as it sounds, even without computer software. An excel spreadsheet can yield the same information. Use the method described above and locate your IDEAL AVATAR or PERSONA.
The next 100 days will be used to build out the necessary marketing plan based on the data you’ve uncovered.
Next time we’ll discuss the process of the present, so stay tuned.