In today’s fast-paced business environment, attracting customers and increasing revenue are perpetual goals for business owners in emerging markets like Oklahoma City. However, the strategies employed to achieve these goals can significantly influence the outcome. Many business owners rely heavily on organic social media posts, word-of-mouth from customers, and influencers to “make them go viral”. While these methods have their merits, they are inconsistent and unpredictable. Intentional marketing, on the other hand, offers a structured and reliable approach to growth, which is crucial for sustained success.

The Pitfalls of Over-Reliance on Word of Mouth

Word of mouth has been a cornerstone of marketing for centuries. It holds power because it comes from trusted sources—friends, family, and peers. However, in the competitive marketplace of today, relying solely on this method can be loaded with risks:

• Inconsistency – Customer generated content and recommendations are sporadic. Peaks of engagement can be followed by long periods of silence, leaving businesses with unpredictable engagement and sales.  Social media posts influence buyers decisions. 
• Limited Reach – Word of mouth often generates local buzz but fails to tap into broader market opportunities, limiting the growth potential.
• Lack of Control – Businesses have little control over the messages shared and their frequency. This can result in mixed messages that may not align with the brand’s desired image or goals.

The Case for Intentional Marketing

Intentional marketing involves a proactive and strategic approach to reaching potential customers. Here’s why it’s essential for sustained business growth:

• Consistency – A well-planned marketing strategy ensures a steady stream of promotions, advertisements, and engagements. This consistency helps maintain the brand’s visibility and relevance.
• Broader Reach – Intentional marketing leverages various channels—social media ads, email campaigns, influencer partnerships, and more—to reach a wider and more diverse audience.
• Brand Control – A planned approach allows businesses to control the narrative around their brand. This ensures that the unique selling points, values, and messages are consistently highlighted across all platforms.
• Measurable Results – Data driven intentional marketing strategies enable businesses to track campaign performance, understand what works, and make informed adjustments. This leads to more effective use of resources and better returns on investment.

Implementing an Effective Marketing Strategy

Shifting from a reliance on organic word of mouth to intentional marketing requires careful planning and execution. Here are key steps to consider:

• Define Clear Objectives – What do you want to achieve with your marketing efforts? Whether it’s increased brand awareness, higher sales, or improved customer retention, clear goals will guide your strategy.
• Know Your Audience – Understanding your customers, their values, and their habits is crucial. Tailor your messages to resonate with them effectively.
• Diversify Your Channels – Don’t rely solely on one channel. Use a mix of marketing channels to reach your audience where they are most active.
• Create Compelling Content – Develop content that addresses your audience’s needs and interests. This could be informative blog posts, engaging social media updates, or visually appealing advertisements.  This is your business and you are responsible for taking charge of your marketing successes and shortcomings.
• Monitor and Adjust – Regularly review your marketing campaign performance. Use analytics to understand what’s working and be ready to pivot your strategy as needed.

In today’s competitive market, businesses cannot afford to leave their growth to chance. While word of mouth and organic social media posts have their place, they should be part of a broader, intentional marketing strategy. By taking control of their marketing efforts, businesses can attract more customers, increase revenue, and achieve sustained success.  When a potential customer searches on social media and the last post is 60+ days old, they will assume you are not open for business.

Intentional marketing is not just about promoting products or services; it’s about building a attractive brand, creating lasting experiences with customers, and driving growth in a predictable and scalable way. For business owners looking to overcome sales and marketing pitfalls, adopting a structured and strategic approach is imperative. With the right plan in place, the path to sustainable growth becomes clear and attainable.

As an expert in sales and marketing strategy, I am dedicated to helping businesses navigate these challenges. My experience and insights can help you develop and execute an intentional marketing plan tailored to your unique needs. Let’s work together to unlock your business’s full potential.

Author: Apollo Woods, MBA