Just because something is “established” or has been “done before” doesn’t make it worthless—even when it comes to marketing. As a matter of fact, sometimes it’s the integration of old and new methods that ends up working best. So as you evaluate your marketing efforts this year, don’t be too quick to jettison everything you’ve done before in favor of “new” methods. If you do, you could end up throwing out the baby with the bathwater.
Here’s an example of what I’m talking about. A significant number of our clients are in the homebuilding and remodeling industry. There are a number of “traditional” marketing methods that builders have used over the years to make potential customers aware of what they have to offer. Builders use signs in front of homes they’re building or remodeling. They also do “radius mailings” (direct mailings to residents in a radius around the home they’re building or remodeling) to attract business. Those aren’t new techniques. They’re not particularly sexy. So why are some of our clients still doing them?
We had a group of our clients (from different geographical regions) together on a conference call to discuss their marketing plans, and several of them mentioned that a lot of initial inquiries come from some of these “old school” methods. But the difference now is that they can use these things (signs and mailings) to drive potential customers to their websites for specific information.
People driving by a construction site can scan a QR code with their smart phone and pull up information on the builder. Homeowners in the area who receive a card in the mail can type in the URL and see what’s actually going on in that new house that’s being built two blocks over.
Of course, these clients pay close attention to what’s on their website. They keep their content fresh and accurate. They blog regularly about topics that homeowners want to read about. But they haven’t thrown the baby out with the bathwater. They haven’t ignored things that still work—they just use them a little differently.
And you know what? It’s working for them. Here’s a free case study you can check out for yourself that shows how one client did it.
Sometimes, you do have to change the bathwater. Just be sure you don’t throw the baby out when it’s time to change the water!
