It’s only one question. Multiple choice.
A leaking faucet is…
a) One of the most annoying sounds in modern existence
b) The foundation of any successful online marketing strategy
Maybe it’s a trick question.
But I think a leaking faucet is both of those things.
If you’re not convinced about choice “A,” go over and turn on the nearest sink just enough to have water drip out every few seconds. Stay within earshot and try to work. See how long it takes before you’re crumpled in front of your desk in the fetal position wishing the world would end.
Got better things to do?
I hear you.
But what about choice “B?” That’s what’s been on my mind lately. I’ve noticed a lot of businesses either don’t get this concept, or they don’t think it’s valuable enough to put into action.
Whatever the reason, this madness needs to stop today.
Visit most marketing blogs and you’ll hear about “leveraging the power of social,” changes to Google’s search engine algorithms, and a zillion other ways to squeeze an extra conversion or two out of your web traffic.
I’m not against that stuff. But it grinds my gears when I see small and medium business owners – people with enough marketing knowledge to be dangerous – get wrapped up in the latest trends and gloss over the fundamentals.
They binge on promotion and “brand awareness” for a month or two, and then it’s back to business as usual.
They aren’t using leaking faucet marketing.
Instead, they’re trying to find the biggest, baddest water gun to soak their visitors with in hopes they’ll turn into customers.
Here’s the thing:
Occasional marketing blasts get attention. They get visitors “wet.” But they only nab the people who are ready to buy right now. Everyone else just dries off and moves on.
But you can’t forget about a leaking faucet.
It’s always in your mind. Leave your hand under the faucet, and it gets wet and stays wet.
That’s the difference. A leaking faucet is consistent. It’s a series of regular blog posts, emails, and promotions. It’s a steady stream of information designed to bond with viewers and turn them into customers.
Leaking faucet marketers don’t mind playing the long game. They put in consistent, daily steps to:
- Make more people find out about them, and
- Move people closer to becoming customers
Back to faucets…
Mine isn’t leaking right now.
But what if it starts leaking next month?
Who would I be more likely to hire? The stranger on an AdWords spending spree, or the guy who’s been touching base through my email inbox and Twitter for the past year?
You just don’t know when someone will be ready, willing, and able to do business with you. But there are a few things you do control:
What have you done today to make more people find out about you and move them closer to becoming customers?
How have you kept the faucet leaking and stayed in people’s minds until they need you?