About the same time that our kids were old enough to be trusted with using the stove, they came up with the concept of "eggsperimentation."
They pitched the idea as a way of making Sunday morning breakfasts special while showing their gratitude and giving us a reward for making it though yet another long, hard week. We suspected and then quickly realized that eggsperimentation was more of a way of using Mom and Dad as convenient targets for expressing their creative cooking instincts.
Eggs, pineapple, and relish. Eggs, garlic, and cool whip. Eggs, leftover fried beans, and raison bran. Eggs, hamster pellets, and bacon.
Actually, that last one wasn’t too bad.
Maybe it’s time for some eggsperimentation in the way you’re building your firm’s branding, visibility and awareness. What’s in your firm’s marketing fridge and pantry?
In B2B marketing, the visibility of your company plays a huge role in meeting new business growth goals. When you’re known or when you get found online, you’re on your way to moving a prospect through your sales funnel.
There’s little argument that that word-of-mouth and referrals are the gold standards of brand building, and if these alone are sufficient to help you meet your new business goals, then perhaps investing in a mix of awareness tactics may not be the right approach for your company.
So, we are writing this blog for firms that don’t believe that word-of-mouth and referrals are enough in and of themselves to do the heavy lifting of getting your firm to be top-of-mind among prospects in your market and getting to a place where you can enjoy a position of being considered a “go to” firm to help your clients and prospects with their issues, problems, or needs.
Raising your firm’s visibility and awareness amongst a host of competitors requires an investment of budget, time, and firm resources, a “just right” mix of different tactics (ingredients), and a willingness to be forever curious about how to be better.
We’ve always been a proponent of a firm's employing, integrating, and weaving a mix of different strategies and tactics to get more visibility and awareness, build their brand, and get prospects to raise their hand when looking for a solution.
In a previous blog (“Should Your Firm’s Marketing Budget be Built for Branding or Lead Generation?”), we discussed how to balance a budget between spending on branding versus spending on lead generation, but we want to go a bit deeper in this blog post and discuss the different tactics—ingredients for your branding recipe, if you will—that can be or should be mixed into your firm’s efforts to get more visibility and awareness:
There’s no guidance or rule of thumb that we know of that will help you precisely calculate what needs to go into your recipe of different visibility/awareness tactics, the precise measurement and mix of ingredients, and the budget allocation necessary for bring that recipe to the table.
It’s always going to be a matter of trial, measurement, retrial and eventually, seeing what works and what doesn’t work toward helping you achieve your branding goals.
You’ll need to go through a lot of “eggsperimentation” to find the right combination and spending levels, but don’t be afraid to continually test your curiosity. You might be surprised to find that banana peppers and honey are essential for a tasty omelet… or not.