These days, everyone is leaning on marketing for Direct Response-driven results.

Case in point… I recently started working with the new client on several marketing initiatives, including email and social media campaigns.

We’ve done less than half a dozen campaigns, and the client is already losing interest.

“I’m not seeing much response,” he commented in our most recent call.

Understandable, given that for most small business owners, every dollar invested must earn its keep.

In other words, ROI (Return On Investment) is king!

But when it comes to marketing, direct response is not the only benefit.

At any given time, only a small segment of your potential prospects are ready to use your services.

But that doesn’t mean that they won’t be ready at some point in the future.

Your prospects typically fall into three categories:

==> Unaware they have a problem (that your services solve).

==> Aware they have a problem, but unaware that any services (including yours) can solve their problem.

==> Aware they have a problem, aware a solution exists to solve the problem, and actively shopping for services that will resolve their problem.

Obviously, you’re aiming to connect with the folks in the third category. But keep in mind, this is typically the smallest segment of these three groups.

So, if you’re only actively courting those currently shopping for your services, you’re ignoring your largest prospect pool.

Tools like SEO (Search Engine Optimization) to drive traffic to your website, email marketing newsletters, and social media campaigns don’t necessarily generate an immediate direct response.

They can, but only those who fall into the solution-aware and actively shopping for services category are likely to act immediately.

If you want to tap into the other, larger prospect pool, you need to focus on marketing that doesn’t necessarily generate a Direct Response.

That’s why, in addition to direct response tactics, you also need to focus on driving traffic to your website, enticing visitors to sign up to your email list, nurturing those prospects (and existing client relationships) with your email newsletter and other email campaigns, and cultivating your online presence with consistent social media updates.

Investing in these tactics ensures you’re top of mind when individuals in the problem-unaware and solution-unaware categories are ready to make the jump and hire you.

And with today’s update out of the way…

Need help marketing your business?

Give me a shout: 310.466.7893 | ryan@ryananys.com