Someone I know is on the verge of closing down her business. Revenue is at its minimal, razor-thin margin and inconsistent leads are among the reasons.
I know her last year. We briefly worked together to establish her company’s initial marketing strategy. It took off pretty well. Despite her busy schedule, she continued to stay committed to executing the strategy we crafted together.
After only 2 months, the engagement was abruptly stopped. She wanted to pursue something better. Something up-to-date and modern. I was told that my method is slow, boring and too fundamental. I was also told that my method is not suitable for modern businesses like hers. I wished her well and we mutually parted ways immediately after that.
She was right. My method is too fundamental. It is because it isn’t primarily focused on utilising the latest shiny objects. My method is too focused on building a strong fundamental layer first before truly embracing the shouting out to the market. Refining user experience, user interface, buying behaviour, revisiting how content is produced and everything in between are such a boring way to prepare for a sustainable, long-term lead generation.
My method is too slow to produce significant results because it requires all SOPs and processes to be correctly prepared first and all digital assets are strategically in place before everything else. She needs the results immediately despite knowing that it is risky. I refused to run a marketing push or campaigns until everything at the backend is sorted out beforehand.
From that day, I decided that AAR & Company shouldn’t focus on the 0 heading to 1 kind of business. Many of them hardly listen. Instead, we should spend more time helping those from 1 to 10 businesses. These sorts of businesses are more mature.
Does speed matter in growing a business? Yes, only after its fundamental layers are sorted out and stabilised.
