A lot of what people perceive as “marketing” or “outreach” has to do with the initial attempt at attracting a new customer, member, etc. Money, time and resources spent on ads, PR, consultants, outreach, social media campaigns, etc… all geared towards the front door and trying to get someone to walk through it.
But effective marketing isn’t just about the front door. It’s about the back door too (and the space in between).
Are people leaving just as quickly as they are coming in?
Do you even know or are you just assuming?
Years ago one of my mentors told me, “don’t invite someone over unless your house is clean.”
The essence of what he meant was that you need to make sure that what is beyond the front door is compelling enough for people to stay. If not, you need to find out why and make sure your house is clean.
Sounds simple but far too many miss it.
So, how’s your back door? If it’s swinging wide open, you’re just spinning your wheels.
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