Ep #40: Immediate vs Delayed Results
Imagine a client has just hired you as a Fractional CMO. Is your first move to invest fully into immediate results or set things up for delayed results down the line? It’s a tough question, but Casey sets out in this episode to answer it! Casey provides some amazing examples of tactics that yield both immediate and delayed results and outlines how you should approach using both mind frames.
Episode highlights:
There are reasons to pursue both immediate results and delayed results for your clients as a Fractional CMO.
Immediate results for your client are great to justify your fee by producing in the first month or quarter. But remember, you can only ride that wave for so long.
Start laying the groundwork for tactics that produce delayed results right away as they take more time to ripen. During this time, you should also pursue some immediate results so that the client sees at least some value right away.
As a marketer, when you hear “discounts” you should think “yuck”. However, they can be effective at pushing well-qualified customers that are waiting for the right time over the edge. Overtime discounts provide diminishing returns.
Using ads, email, and social media can provide immediate results along with remarketing and new or repackaged product offerings. These too have limited wells to draw from.
Examples of tactics that offer delayed results include partnerships, SEO, CRO (Conversion Rate Optimization), ads, and data insights.
Quote of the show:
”There’s this mental model that you have to hold onto, which is what can I do that provides an immediate result? And what can I do that can provide a lasting result?”
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