Every marketing consultant worth their salt has, at one time or another, published a “X Steps to Marketing Glory” style post. SME Needs certainly has, with our first one being “Effective Referral Generation – a few simple steps” and the most recent being “How to maximise the ROI from exhibiting at a trade show”.
What we’ve never done is an over-arching “X Steps to Marketing Success” guide. Many others have and it led us to wonder just how many steps it really took to generate marketing success – so we checked.
It’s at least three!
The graph above is the number of steps recommended by the first 100 search results for the term “Steps to marketing success”.
It seems that there marketing industry says there are, on average 7.093 steps needed to deliver marketing success. Seven is the median (middle) number and 5 the mode (most popular).
The good news is that nobody thought it was really, really simple. Nobody suggested that there is only one, or even two steps needed. However, 8 articles suggested it is as simple as 1,2,3.
Why So Few?
With the average being 7.093 steps, it got me thinking: Why is the number so few? Surely that suggests that getting your marketing right is simple, you’re unlikely to need a marketing consultant to help.
My theory is this:
A few steps makes it sound cheaper!
Let me explain my theory.
Most small business owners and directors know where their skills lie. They also know just how much money there is in the business and what they are prepared to invest. If they see an article that suggests 7.093 steps to get the marketing success they want, they will read it. They will recognise that there are a number of steps they cannot do and so will consider investing some money into getting those steps done.
If they saw an article titled “87 Steps to Marketing Success”, would they still feel the same? I doubt it.
Where do we sit on this?
As mentioned earlier, we’ve never done a “X steps to Marketing Success” blog, so there won’t be a number at the end of this sentence. What we see is that the number will be different for everyone – and it will be many more than 7.093. This is particularly true for small businesses that have done little or new active and consistent marketing for some time.
However, the results of a multi-stage marketing programme that has been thought out carefully and is delivered consistently will be impressive. It will take time, but it will deliver.