Man's hand shifting gears in carStill not fully satisfied with the results of your marketing campaigns?

Whether you’re seeing the same tried-and-true responses or are wondering why you’re not getting more out of your efforts, both of these situations indicate that your marketing is stuck in neutral.

While consistency proves that you’ve got the basics down and are able to effectively reach your targets, it can lead to complacency that limits your ability to attain higher, more profitable results.

Likewise, if your sweat equity isn’t paying off and you can’t figure out why, you may be setting yourself up to be a victim of the law of diminishing returns.  This is when no matter how much effort you put in, the results continue to decline.

While both of these scenarios seem like very different business problems, they’re actually more alike than they initially appear. Very often, at the heart of these issues is too much emphasis on pushing products and not enough time dedicated to cultivating customer relationships.

The impact may not be apparent when you have a steady flow of customers and a decent response rate on your marketing campaigns. However, there is a danger lurking. It’s very important to remember that it’s your long-standing, loyal customers who will prove to be most profitable to your bottom line–both in terms of steady revenue and word-of-mouth marketing that brings in new customers.

To determine if your marketing is stuck in neutral, ask yourself these questions:

To read my thoughts on what questions you should be asking, check out my latest contribution to American Express’ OPEN Forum, “Shifting Your Marketing from Neutral to High Speed Action.”