Marketing Effectiveness & Seating Arrangements
Posted on January 01, 2014
Take a second and think - How long have you been sitting at your desk? Not how long today, but how long has that spot been your "office"? Most of us can't even remember how we got to be sitting where we're sitting, we just sit there and have done for a long time. It's not even something we actively think about either - at some point it made sense for some reason to somebody that you should sit in that particular spot, and it just stayed that way.
As problem solvers, the vast majority of us unfortunately don't repetitively seek the most robust solution, instead opting for the first solution that causes an acceptable level of friction or less. So the reason you're sitting in the chair you are right now isn't necessarily because it's the most effective place for you to be sitting, it's more likely the spot that was available when you joined the company (or some other nondescript reason). As a sidenote, props to you if you regularly iterate solutions in order to continue refining and improving effectiveness - yay!
Why fix something that isn't broken?
If you're asking this question, you are definitely not one of those people who continuously seek improvement. And that's ok, because I'm writing this post for you! In short though, the answer is this: Something may not be broken, but it certainly may not be performing at an effectiveness level it could be. Your bottom line isn't only improved by selling more, it's also by operating more efficiently. In the same vein that you can achieve more internal efficiency or effectiveness from a staff-seating shake-up, you can also become more effective with something else that's regularly left on the shelf to gather dust: your online marketing.
What do you really do online for your brand?
Are you writing a blog post every two months and thinking it will brings you great leads? Or maybe you set up that PPC campaign of yours and assumed it would keep bringing you leads four months on?
Marketing isn't something that you do once and forget about - It requires ongoing effort, if you want ongoing business that is! Online marketing is one of the most measurable forms of marketing, and is far from an expensive option. Yes it takes time, but it takes time for anything good in life. Some really good things to start with (or revive if you started and then left to gather dust):
- Maintain a healthy blog with good quality content that will attracts valuable leads
- Reach out to customer channels and align yourself to capture the right customers from those sources
- Develop a content strategy that focuses on shareable content
- Engage with clients on social media and extend customer service online to ensure that clients get quality interaction whenever they are in touch with your brand
Something you should actually do is actually move your office seating around. The new staff interactions can lead to new ideas and more effective outcomes internally and externally!
How much time does it really take?
Marketing is an investment in your business, so the less time you (or anybody you engage to do marketing for you) spend on marketing, expect to get less returns. Online marketing while cheap and flexible takes time to get right, so you would be spending about 5-10 hours a week at least. The better you get at things, you can assume you might be able to cut that time down a bit, however by the time you're getting faster, your business is actually growing in size so that time will be filled with reaching new customers. Sometimes it makes sense to engage an agency to take on some of your online marketing efforts, but start off yourself first and see if you can get a handle on it - If it eats into your time too much or it makes sense to engage an expert, you know who to call.
(And no, it's not ghostbusters!)