Even though the Web allows you to connect with your target market faster, you must remember that closings don’t happen immediately. In his sales talks and presentations, Myers Barnes stresses the importance of managing your calendar. What is important to remember is that whatever actions or marketing initiatives you decide to implement now will not garner results immediately. For instance, when you sell a home today, most likely it won’t show the fruits of labor for four to six months. Most new home sales take that long to build, complete, and close, and the closing is where everyone finally gets paid. That is the target point in the process that keeps the business moving forward.
The same calendar pattern holds true for your Internet marketing strategy. Just because you’re ready to start your Internet marketing today doesn’t mean you’ll see an influx of new customers tomorrow. Deciding to create a new website, redesign an existing one, or buying pay-per-click advertising today won’t provide you with results, like closings, for about four to six months.
Consider a new website design. It takes about two to three months to complete the new site. Once it is “live,” plan on another three months to start seeing return on your investment (assuming you’ve invested in SEO and SEM) with new leads. Another month to convert that lead into an appointment and then to a contract. So, on your calendar, you can expect at least a four- or five-month lag time between the launch of the site and a new sale – and that’s if you started today. Any delay in the start of this initiative and a year could pass before you see results. What are you waiting for? Take action now! Create a sense of urgency for implementing your new marketing program.
Managing your calendar is extremely important, especially when it comes to your marketing initiatives, because those initiatives turn into sales and, ultimately, to closings.
The last thing you want is to bring on a bad case of “Analysis Paralysis” This is what happens when you over-analyze the situation or try to make decisions by committee. Be bold and do whatever you can to move the needle in the right direction.