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Build a Marketing Engine

May 27th, 2010 · No Comments · Attraction Marketing

“It took me about 18 months
and then the phone started ringing on its own.”

Hearing this was a defining moment for me as a business owner. It was my first year in business and I’d been interviewing a successful colleague about how she’d started her business. When I heard her say her marketing efforts had added up to a steady flow of referrals, suddenly I had hope that I too could succeed with my marketing. I was deeply intrigued. What had made this happen?

Marketing Engine vs. Marketing Efforts

The key is in building a marketing engine that generates inquiries, not just taking scattered marketing efforts.

Random marketing efforts can be exhausting and leave us feeling scattered, and like we’re not getting ahead. Without intentionally building a marketing engine, our marketing efforts feel like a zero-sum game. We’re always at the starting blocks. We’re constantly struggling for the next client.

A marketing engine is like a network of small streams that flow together naturally to form a mighty river, a set of strategies and actions we take consistently. It’s an orchestrated collection of habits and processes that raise our visibility, deepens our credibility and grows relationships of trust with potential clients and people who could refer to us.

Growing a marketing engine brings peace of mind and leads to trust that there will be a steady flow of clients and work. Building an engine requires some work to establish properly, and needs continual injections of high-quality fuel, but once it begins to run, it keeps going. It is possible to build a referral engine that we can depend on, fuel every now and then, and forget about the rest of the time. It takes on a life of its own.

Keys to an effective marketing engine

Your marketing engine will be unique to you, your business and your ideal clients. While no two are alike, there are some common building blocks for success. An effective marketing engine will:

  • Be based on your strengths
  • Have multiple ways to connect with new people
  • Generously share your message and add meaningful value
  • Offer tiered levels of products and services so that there is something for everyone

Just like a car engine has multiple cylinders, an effective marketing engine has 5-8 activities, based on your unique strengths. In the next article, we’ll look more closely at how to choose your cylinders, and how those marketing activities fit into a broader system for cultivating relationships.

Your turn

How much energy has been draining out of your business because of stopping and starting in your marketing? How much more ease, confidence and success could you have if you were running an engine for the continuous flow of clients and referrals?



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