doGooD Musings

Bringing UnSexy Back

I recently told my husband that I am bringing the unsexy back to marketing. He cocked his head to one side, but I knew he completely got me.

There are times I find myself in a conversation with a business owner who believes marketing is about making things look pretty. Actually, a large percentage of the people who ask me to help them – begin with that paradigm, until we have a more formal conversation about their business.

Having had the great pleasure of meeting many small business owners over the past several years, I often notice they are wearing so many different hats they find little time to dedicate to marketing strategy. It is similar to being caught in rip current; their reactionary marketing often leads to panic, or worse.

By unsexy I mean bringing back the logic.  

When was the last time you and your team created Key Performance Indicators (KPI’S) and followed through with their purpose? Do you know what your Google Analytics say about your website? Is your database relevant? Did you wake up today with a full pipeline to nurture?

It genuinely excites me to be bringing the unsexy back. Maybe it is quite the contrary; maybe getting past the superficial nonsense is sexy.