Comebacks in football are always exciting, and many times unexpected. But are they really unexpected? Is it just a matter of patience, strategy, and perseverance? A comeback is usually just a coach being focused on his game plan and doing what he knows will reach the desired results.
The same can be said for marketing programs. Too often, people expect immediate results and to achieve all of their goals in the first quarter of the year. When the results aren’t there, they quickly give up on a good strategy.
Did your email campaign immediately bring in new sales? Probably not. Does that mean email is the wrong tool to use? No.
Did your video go viral? Unlikely. Should you stop using video to communicate your message? No. If Andrew Luck throws an interception in the first quarter, do you take him out of the game for the remaining three? No.
When the first email campaign doesn’t yield huge leads, many businesses feel that email is not the right tool—when in reality, building momentum takes time and often requires persistence and multiple tools. Even more important is sticking to your game plan and consistently communicating the intended message to the appropriate audiences.
Sure, you’ll make adjustments so your message resonates more with your market, but don’t completely change your plan after the first quarter. If your quarterback goes two for nine passing in the first quarter, you don’t stop throwing the football—because you have to complete passes to win games.
Patience, strategy, and perseverance pay off when you prepare properly. Don’t give up on your marketing goals too quickly. You just may miss the comeback of the year!