Can You create a Perpetual Motion Marketing Machine?
Several centuries ago inventors tried to build perpetual motion machines. The idea being, you just kick started it, and it would go on for ever and could potentially be a never ending source of energy. We now know that such machines are impossible, and they always run down due to the presence of friction. Perpetual motion machines would violate the 2nd Law of Thermodynamics, colloquially described as “Things fall apart”.
It doesn’t matter how clever the design of the machine is, external factors will cause the machine to slow down until it stops. However, once you start the machine, overcoming inertia, only a small amount of energy may keep it running.
The 2nd Law of Thermodynamics also applies to Marketing. You might have a strong flow of customers from referrals, but over time there are external influences such as the changes in the, competition, innovation, customer needs, the economy or other reasons, that create a source of friction that can cause that steady flow to dwindle to a trickle.
These same external factors may also impact the lead generation from your website through a loss of traffic.
In both cases things have fallen apart.
Like the ‘perpetual motion machine’ new energy needs to be put into your marketing system to keep the wheel turning, with oil needed to reduce the accumulated friction.
This might mean proactive rather than reactive word of mouth strategies, such as an occasional nudge to you existing customers so they keep you Top of Mind, or using social media as a regular boost to the traffic to your website.
You have done the hard work to satisfy your customers so they are happy to refer you, you have a great website, but that extra boost of energy is required to keep the machine you have built turning and producing new customers.
To determine where the oil needs to be placed requires an understanding of the moving parts of your machine. Some parts may be working very well, while others may need replacing. This requires the tracking of the lead generation process to identify the weak link in the chain, that part of the machine that external changes have most impacted.
Care must be taken not to throw the baby out with the bathwater, such as when someone who sells websites says you need a new one. When the only tool you have is a hammer, every problem looks like a nail.
There is no such thing as a Perpetual Motion Marketing Machine, but you can build one that provides you with reports that let you know when a bit of oil and energy are required to keep it running.
May Your Business Be – As You Plan It.
Dr Greg Chapman – The Profit Whisperer
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