Marketing, when done right, is like a well-conducted symphony orchestra. It's sweet music to the ears of prospective customers because it engages them and touches their emotions.
The keys to a successful orchestra are: 1. musicians knowing how to play their instruments well; 2. playing together in the correct key; 3. reading the music; 4. playing well with the rest of the orchestra and – most importantly; 5. following the conductor. How does this relate to online marketing?
Today, marketing employs many different instruments like blogs, Twitter, Facebook, LinkedIn, YouTube, SEO, pay-per-click, websites, e-mail marketing and more. These modern marketing instruments should work together in harmony to draw the consumer in. When conducted correctly, great marketing causes people to take action, rise to their feet, call for an encore and return wanting more!
What would happen if every musician in the orchestra only played the song they wanted to play? Each musician would be playing a different song at the same time. Nothing would sound good, no clear message would get through, and the audience would head for the door, leaving confused.
Today, a large percent of marketing is being done just this way. The marketing instruments are not playing together. The marketing musicians are not playing the same song from the same page at the same time. This causes a businesses audience be confused.
Sheet Music – a “SMART” Marketing Plan
The problem is not the musicians or the instruments, the problem is that there’s no unified written marketing plan (sheet music) or a conductor to keep the orchestra performing in unison. There must be an underlying plan that directs all of the instruments to work together in harmony to create a marketing symphony people love.
Each marketing tool has a specific purpose and they speak to prospects differently. Are they being used in the right way, at the right time, in harmony with one another to convey a great marketing message and leave prospects wanting more? Or, are they out there playing their own thing and not contributing to the symphony?
The proof of the performance is the:
- Traffic being generated;
- Visit to lead conversion ratios;
- Lead to customer conversion ratios; and
- The revenue being generated through new clients because of online marketing.
The Conductor – The Chief Marketing Officer
Conducting is the art of directing a musical performance by way of visible gestures. The primary duties of the conductor are to unify performers, set the tempo, execute clear preparations and beats, and to listen critically to shape the sound of the ensemble. Orchestras, choirs, concert bands and other musical ensembles often have conductors. – Wikipedia
The same is true for successful inbound marketing. All marketing assets must be unified and their parts must be executed together in harmony. It’s up to the Chief Marketing Officer to oversee the day-to-day conducting and to make sure the marketing musicians and instruments are performing well together. This is achieved by setting up “SMART” (specific, measurable, attainable, relevant, time-bound) marketing goals.
Next, the CMO must set up analytic software to monitor all of the marketing assets daily and adjust the performers to keep the marketing symphony in tune, on time and performing smoothly.
Conducting successful marketing that wins new customers is a lot like conducting a symphony orchestra. When done right, its music to prospects’ ears and will generate revenue and ROI.
It’s not enough to use instruments like blogs, Twitter, Facebook, LinkedIn, YouTube, SEO, pay-per-click, websites, and e-mail marketing because everyone is doing it. They should be used in harmony and they need to follow a smart plan to increase revenue.
Using the marketing instruments in harmony takes “SMART” planning, employing a daily marketing schedule, tracking and monitoring analytics, and making continuous adjustments to improve your marketing investments.