Your marketing strategy can’t be one dimensional if you’re trying to scale. A booming marketing strategy will always have a mix of both hard and soft marketing because you can’t just think about the ‘now’ and the quick results.
You have to think about the journey and lead generation for the future and then nurture those who are journeying with you consistently. ⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ Truth is that we are sometimes so focused on the monetary end goal that we don’t think long term or client journey. When we are driven mostly by achieving specific goals, hard marketing comes into play. This includes a grouping of tactics or activities that are guaranteed or are more likely to get you an immediate impact on your financial goals. Leaning too much in this direction may lend itself to thinking that anything achieved that cannot reflect revenue measurement is not worth the investment (which we will see isn’t true when we get to 'soft marketing'). Some of the activities used in hard marketing would include specialized promotions, advertising plans, specific digital marketing moves, etc.
On the flip side, soft marketing lends itself to being more passive and implied. It is focused on initiatives that will appeal and interact with your audience; i.e. engaging and starting conversations, and most importantly increasing brand awareness. So, this incorporates more strategic positioning of your brand for consumers to build trust and develop curiosity. Soft marketing is more synonymous with lifestyle brands that seek to paint a bigger picture which causes potential clients to visualize the end goal and then desire the product or service BECAUSE it gets them to that end goal. This literally facilitates the development of a healthy client journey with your brand. This is mostly seen in the digital space, through influencer marketing and in most Instagram, Pinterest, and Blog posts, depending on the strategy that’s developed. ⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀
Therefore, to gain a more holistic picture of success for your biz and brand a good balance of both is needed. There’s a lot more detail about this dynamic. We can definitely have a conversation about how this can work for you when you book an Elevator Pack with me; and let’s build this all out together.