Builders and Drivers
When we consider working with a client and when someone considers their marketing resources, using two categories, builders and drivers, is helpful. Builders are pieces of marketing that are “evergreen.” “Evergreen” is a marketing term that means, like an evergreen tree, it doesn’t go out of season. It also has a long shelf life and, much like your house, it is a fairly permanent fixture. Drivers are more temporary and like sunflowers, they are only good for a season (sunflowers are an annual plant, I am told.) This a concept we are borrowing from Paul Roetzer and PR 20/20. https://www.pr2020.com/
Builders: Builders are great places to start when thinking about marketing. Builders require some investment but allow your team to be successful for a long time. A Website is a builder; it’s evergreen . A hero video is a builder, if done properly. We want to have builders because it helps establish yours as a business worth working with. Builders will provide value for a long time – they are an investment. Examples of builders:
Email marketing system,
value providing ebook,
Drivers are what help motivate people to go to your builders. Examples of drivers:
Facebook social media content,
Investing in drivers without having good builders in place is where lots of customers want to start, but it’s a short-sighted strategy. If you drive someone to a low-quality builder, you are likely going to put a customer off. Invest in builders first, then create drivers to continue to help build a business.
This blog post is a portion of Attention and Action. The book walks you through the marketing process that Adelsberger Marketing follows with its clients. You can read this book for free as a blog on the Adelsberger Marketing website or purchase on Amazon.com.