Marketing Wheels: How to Keep Moving to See Your Business Succeed

As I embarked on the journey to drop my wife off at the airport amidst the relentless snowfall, a curious analogy dawned upon me—the correlation between navigating through the snow-covered streets and steering our businesses through the dynamic realm of marketing.

The treacherous trek mirrored the challenges we face in business; the initial struggle akin to the first and last 300 feet of my snowy expedition. Yet, amidst the adversity, the key was to maintain momentum—a valuable lesson in our relentless pursuit of marketing success.

In the realm of woodworking enterprises, marketing often takes a backseat to craftsmanship. However, the reality is stark: to thrive in today’s competitive landscape, marketing must walk hand in hand with workshop endeavors.

Let’s delve into the intricacies of balancing marketing initiatives with woodworking pursuits, drawing insights from Forrest Dombrow‘s book, Clone the Ace, which, though tailored for digital marketers, holds invaluable wisdom for woodworkers and sawmill proprietors seeking business expansion.

Dombrow advocates for diversifying marketing approaches, each contributing to the forward motion of business growth:

  1. Flywheels: These represent marketing endeavors requiring significant initial investment but yield sustained results with minimal ongoing effort. Examples include SEO strategies and strategic partnerships, offering long-term benefits for lead generation. [ Read more about Flywheels ]

  2. Money Wheels: Here, financial investment replaces manual labor, with platforms like Google Ads and targeted mail campaigns driving consistent lead generation. While these demand ongoing funding, they offer predictable returns when managed effectively. [ Read more about Money Wheels ]

  3. Hand Cranks: This manual approach involves face-to-face networking and public speaking engagements. Stepping out of the workshop to engage with prospects, partners, and competitors fosters industry insights and establishes valuable connections. [ Read more about Hand Cranks ]

  4. Magic Wheels: This innovative concept involves monetizing leads unsuitable for your business by referring them to suitable partners. Formal agreements ensure mutual benefit, potentially leading to reciprocal referrals and business expansion. [ Read more about Magic Wheels ]

  5. Spinning Wheels: Adding my own insight, the Spinning Wheel symbolizes continuous effort in maintaining visibility and outreach. Social media engagement and email marketing embody this concept, requiring consistent attention either internally or through outsourcing. [ Read more about Spinning Wheels ]

The key lies in integrating a mix of these marketing wheels, allocating resources judiciously between in-house efforts and outsourcing. By identifying the most effective channels for lead generation and focusing efforts or investments accordingly, businesses can propel themselves towards sustained growth and success.

Image: Photo by Håkon Sataøen on Unsplash

some more cool blog posts