Farming, Demolition, and You

When you "do" marketing, do you ever get frustrated when it takes a lot longer than you'd like?  Or how about the opposite problem - you do something that takes off so quick, it's hard to keep up?

Coming soon:  a fresh crop o' sales leads.

That's because marketing tactics (basically) fall into two categories.

Some tactics take a long time and lots of work to start generating leads, but when they do, they keep bearing fruit as long as you maintain and monitor them.  These tactics are "farms".

Others are quick hits for a big spike in business, but have little to no "tail" afterward, like a bomb going off.  These will generate a lot of leads quickly, but can't be maintained to continue producing leads (they must be replaced with a new campaign).  These tactics are "demolition".

Farming tactics include:

• SEO and web sites
• Leads Referral Marketing
• Content marketing

Demolition tactics include:

• Events
• Discounts, coupons and "sales"
• Sweepstakes, contests and promotions

A good marketing plan will include both categories of tactics, strategically placed in your marketing calendar, with the right measures and expectations in place.

Got any stories of the results of bombs or farms in your marketing plan?  I'd love to hear about it!