Modern Marketing: Be Good and Fast, Not Perfect and Late

One of the ways we help our clients grow is to train them to develop a faster pace, a way to get ideas, thoughts, marketing collateral and customer information out on a regular basis, faster than they’re used to.

It doesn’t have to be perfect – but it has to be fast.

Don’t spend two weeks on a blog post when your last one was 6 months ago.

Don’t spend 8 months on a website when the one you have today is terrible.

We love big huge marketing projects, like this one for DAP, and this brand video for Old Westminster Winery. They’re beautiful. They let us show off. Companies need a cornerstone piece like this for their About Us page, or Home Page, etc.

But once it’s done, and there, now you need fast content. Ways to keep your customers and followers engaged on a daily or weekly basis. And the budgets and teams we used for that big brand project don’t make sense to do on a weekly or even monthly basis.

Now you need something every week. It could be a video, blog post, webinar, event summary, commenting on something in the news, an employee spotlight, etc., but you have to let your customer get to know you. And it doesn’t have to be perfect. It has to be authentic, sincere, and fast.

Check out this first video from East Coast Dyes, an Ainsley client (my brother-in-law also works there as a Jr. Engineer) from August 31, 2011. Greg Kenneally shot this in his room before they had a single employee or Youtube follower:

Not a lot of content, not great production quality, but Greg and his brother Mike were committed to the Youtube platform, and to using frequency to launch their startup.

Fast forward to today, where they are a multi-million dollar business employing dozens in Towson, MD, and supplying retailers all over the world. They have over 100,000 subscribers to their Youtube channel, and over 29 million cumulative views from those videos, not even counting engagement on other platforms like Twitter, Instagram, Snapchat and more.

They didn’t wait 6 months to build the perfect video. They just created, and went to market. And by doing so, engaged a huge audience from around the world that can’t wait to see what ECD does next.

Not everyone is a lacrosse company selling to middle-schoolers, high-schoolers, college athletes and pros. If you’re a government contractor, a hospital, an accounting firm, a general contractor, obviously your audiences, their expectations, your tone and your approach have to be different. But you still need a plan, and your customers are still on social media, whether you are or not. It’s time you figure out how to engage, because if you don’t, someone else will.