Only 5% of your potential customers are actively looking for your services right now. What about the other 95%? Brand building ensures they think of you first when the time comes. Learn how to balance Sales Activation and Brand Building for long-term growth.
Your potential customers are either actively looking for a product/solution like the one you offer… or they are not.
Ty Heath of The B2B Institute says that for most businesses, at any given time, only around 5% of their potential customers are “in market” for what they offer.
This means that 95% of your potential customers are not currently looking for what you offer, but someday they might be.
One very common type of marketing – Sales Activation – attempts to gain the consumer’s awareness right as they are ready to buy. Sales Activation often uses special promotions, coupons, or product updates to elicit an immediate response from potential customers. For example, as the summer swim season approaches, you run an ad for “buy-one, get-one” swimsuits. Your ad attracts people already in the market for new swimwear, and they end up purchasing from you because of your ad.
Sales Activation primarily targets the 5% of your prospects who are already actively looking.
This type of marketing is important, and Google knows it. But just like the last-minute Christmas shoppers pay the highest price… so it is with Sales Activation. Typically, the customers you gain via promotions and coupons are the most expensive ones to gain and the most difficult ones to retain.
Please don’t hear this as an admonition against Sales Activation strategies and tools like Google Ads, because this type of marketing certainly has value and can be a very effective tool for quick growth. In fact, I typically recommend investing around 40% of your marketing budget on Sales Activation.
Of even greater importance to your business’s long-term growth, though, is Brand Building.
Brand Building will help reach the other 95% of customers who could be interested in your business at some point, though not at this moment. Brand building is about resonating with your prospects on an emotional level and establishing your business as the “best” in their minds long before they need you. This way, when they enter the market needing what you offer, they think of you first.
If you are a service-based business, this is especially important. Take the home services industry as an example. The typical household hires an HVAC tech once every 1-2 years, a plumber once every 3-4 years, and an electrician once every 9 years. If your company is not front-of-mind for these prospects when their need arises, you will likely miss out on their business.
While brand-building results are more difficult to measure than Sales Activation results, they can be immensely effective for long-term business growth.
When done well, Brand Building Marketing:
If you are not investing in Brand Building Marketing yet, I hope you will start right away. I typically recommend clients invest around 60% of their marketing budget on brand building.
When you advertise like everyone else, you accept their same, poor results. I work with people who are tired of following mediocrity.
Are you ready to transform your business into a distinctive, emotionally resonant brand? Here's why hiring Ryan Chute, Wizard of Ads® for Services is the game-changer your business needs:
Distinctiveness Beyond Difference: Your brand must be distinctive, not just different, to stand out. We specialize in creating an emotional bond with your prospects to make your brand unforgettable.
Building Real Estate in the Mind: Branding with us helps your customers remember your brand when they need your service again, creating a lasting impression.
Value Proposition Integration: We ensure that your brand communicates a compelling value proposition that resonates with your audience, creating a powerful brand-forward strategy.
Wizard of Ads® for Services start by understanding your marketing challenges.
We specialize in crafting authentic and disruptive brand stories and help build trust and familiarity with your audience. By partnering with Ryan Chute, Wizard of Ads® for Services, you can transform your brand into one people remember and prefer. We understand the power of authentic storytelling and the importance of trust.
Let us elevate your marketing strategy with our authentic storytelling and brand-building experts. We can take your brand to the next level.
Maximize Your Marketing Impact with Strategic Alignment.
Our strategy drives everything we do, dictating the creative direction and channels we use to elevate your brand. Leveraging our national buying power, we ensure you get the best media rates for maximum market leverage. Once your plan is in motion, we refine our strategy to align all channels—from customer service representatives to digital marketing, lead generation, and sales.
Our goal is consistency: we ensure everyone in your organization is on the same page, delivering a unified message that resonates with your audience. Experience the power of strategic alignment and watch your brand thrive.
Transform Your Brand with Our Proven Process.
Once we sign the agreement, we visit on-site to uncover your authentic story, strengths, and limitations. Our goal is to highlight what sets you 600 feet above the competition. We'll help you determine your budgets and plan your mass media strategy, negotiating the best rates on your behalf.
Meanwhile, our creative team crafts a durable, long-lasting campaign designed to move your brand beyond mere name recognition and into the realm of household names. With an approved plan, we dive into implementation, producing high-quality content and aligning your channels to ensure your media is delivered effectively. Watch your brand soar with our comprehensive, strategic approach.
The Power of Strategic Marketing Investments
Are you hungry for growth? We explain why a robust marketing budget is essential for exponential success. Many clients start with an 8-12% marketing budget, eventually reducing it to 3-5% as we optimize their marketing investments.
While it takes time to build momentum, you'll be celebrating significant milestones within two years. By the three to five-year mark, you'll see dramatic returns on investment, with substantial gains in net profit and revenue. Discover how strategic branding leads to compound growth and lasting value. Join us on this journey to transform your business.
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