Marketing has one mission - to change the beliefs of potential customers to be open to buying from you. Nothing else!
You will all too often hear from travel business coaches that your marketing is all about getting new people to know like and trust you. That’s great, but we need more than a friend out of our marketing. We need our marketing to position our clients to get ready for making a sale.
“Sales and Marketing work together just like Peanut Butter and Jelly."
Effective marketing needs to accomplish three things.
Instill the belief in a potential client that the product/service is right for them. That they believe that travel and using a travel professional is a good thing.
Instill the belief that they are someone who should travel and use a travel professional.
Instill the belief that they have the resources needed to travel. These resources would be that they have the money to afford the trip, the time to travel or the safety to feel comfortable among others.
Marketing is not about the latest algorithm or tactic.
It’s about driving your customers to take action. Know, Like and Trust is a great first step, but the reality is, we need customers to Try, Buy, Refer and Repeat.
I’ve said it many times, marketing can’t make your business (it can certainly break it, but it can’t make it) you need sales to have a business.
Is the marketing you’re doing designed to get your customers to take action or to entertain them? It’s fun to create Instagram reels and to create pretty ‘grids’ that look like they are right out of a magazine, but will they drive a potential customer to take action? Better yet, will that action be to download your lead magnet or book a consultation with you? If the answer is no, it may be time to reevaluate what kind of marketing you are creating.
Sales and Marketing work together just like Peanut Butter and Jelly. Each is okay on its own, but when blended together they create an explosion of goodness that becomes iconic.
Next time you are sitting down prepping your marketing, ask yourself, how will this help me get sales?