I am really taken by this article that was forwarded to me last week. Initially, the effectiveness grid drew me in (it feels like most people focus their marketing on quadrant 3). Now, I’m giving hard thought to quadrant 1 too.
The marketing effectiveness matrix in “The 3 Pillars for Landing Progressively Better Clients“:
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Matrix image text — on a scale comparing the time required and the effectiveness of the effort, we get this:
| more time | 4 — wasteful unfocussed networking unfocussed cold-calling unfocussed direct mail unfocussed/unproven social media targeting organizations that “don’t get it” | 2 — effective but time-intensive smart networking social media public speaking article writing blogging eNewsletters cold-calling* email prospecting (when done right) |
| less time | 3 — Choose Wisely pay-per-click search engine optimization (SEO) advertising paid directories (online & offline) other emerging social media online job boards | 1 — Effective & Efficient tapping your network going deeper with existing clients direct mail** |
| less effective | more effective |
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