I recently sat down with Brett to discuss the ever-evolving world of marketing, and our conversation truly reinforced the core principles we live by at Witmer Group. It’s clear that in today’s fast-paced environment, a strategic and consistent approach isn’t just a good idea—it’s essential for sustainable business growth.
Marketing is a must for sustainable growth and long-term success.
One of the most common mistakes I see businesses make, and something Brett and I touched on, is the lack of consistency in messaging. Many believe they have their brand dialed in with colors, taglines, and voice guides, but they fail to see traction. Why? Often, it’s because they don’t give their message enough time to resonate, or they veer off-message too quickly. As I always say, when you start to get bored with your brand or campaign, that’s usually when your audience is just getting to know you. You need to stay the course, consistently communicating your core message. This strategic and consistent approach is what allows tech service companies to truly grow sustainably.
Marketing should actively support and feed into sales: It’s more than online visibility. Marketing can and should support your sales team, helping them close more deals.
We also delved into the critical connection between marketing and sales. Many business owners are getting leads but struggling to convert them, often even getting ghosted after the first contact. This highlights an overlooked part of an effective lead nurturing strategy: understanding the buyer’s journey and developing a pipeline before someone is ready to talk to you. Early-stage nurturing, focused on education and providing helpful tools, is crucial. It’s about giving prospects what they need to convince their boss to fund a project or justify the dollars. Marketing’s role isn’t just about online visibility; it’s about actively supporting and enabling your sales team with the right content and resources at every stage, helping them close more deals.
Marketing processes matter: Marketing shouldn’t feel messy and time-consuming.
Finally, we discussed the “cringey” feeling often associated with cold outreach. While it can be a numbers game, its effectiveness is dramatically boosted when your brand is elevated. Before engaging in cold emails or DMs, people will check you out online—Google you, look you up on LinkedIn. Having a professional and trusted online presence with articles and images makes you look real and credible. This reinforces our belief that marketing processes matter. It shouldn’t feel messy or time-consuming; instead, it should be a well-oiled machine that builds your brand and supports your outreach efforts. By focusing on consistency, strategic lead nurturing, and a strong brand foundation, businesses can transform their marketing from a struggle into a powerful engine for business growth.
Ready to ease your workload? Contact us for a free consultation to see where we can pick up the slack and get your campaigns optimized.