Andy Neary says most marketers waste time on short-term tactics like cold calling and LinkedIn messages that don't work. Building brand awareness through content, webinars, and podcasts first makes those tactics actually effective. Long-term strategy beats spray and pray.
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The spray and pray approach of marketing is not effective. And furthermore, the spray and pray approach is. Spray and pray approach is yet another short term mentality.
If you're operating under this approach, your viewpoint is this one campaign, this one marketing tactic is supposed to create all these opportunities and, and if it doesn't, we're going to stop doing it and we're going to be on to the next strategy.
That's short term. We've talked about it in a previous mindset for marketing. The difference between short term and long term marketing. Long term marketing is to develop awareness which is going to make your short term activities a lot more effective. Remember, short term activities include cold calling, direct emails, LinkedIn, private messages, centers of influence, networking, all that stuff. If you're creating a lot of awareness for who you are, your brand, your agency, your company, all the short term activities are going to be a heck of a lot more effective. However, if you're constantly operating the long term marketing strategies from a place of short term opportunity, you're never going to be effective. And that's where the spray and pray comes in. That's where the prospects start to smell desperation. You got to stop.
So you need to develop a much stronger long term marketing strategy. I don't need to spend a whole lot of time today talking about a short term strategy. You probably have that somewhat dialed in. You probably pick up the phone once in a while, right? Make cold calls. I know. You definitely take time to send some emails directly to prospects with the goal that they're going to reply and say yes to a meeting.
And you are definitely networking with centers of influence. At least I hope you are. Some of you might still out be pound out pounding the pavement. I have a client right now in a rural market. They still do walk ins. Why? Because it works. But those are short term tactics. Your marketing. When it comes to LinkedIn, when it comes to hosting webinars, public speaking, hosting podcast, creating a effective newsletter for your prospects, all of that stuff is long term awareness. And long term awareness does require a strategy. A long term strategy.
