Have you heard this old marketing and advertising adage?
“You will waste 50% of your marketing budget… The problem is, you don’t know which 50% it’s going to be.”
Unfortunately, this is the case for many small (and large) businesses. The reason for this is because businesses don’t set expectations for their return on investment. Our solution? You need to set clear goals for what your marketing dollars should achieve.
Is your goal to generate familiarity in the market? Is it to build trust or credibility, generate leads, or prompt a purchase?
These questions are important. Keep in mind that your goals will be unique to your industry and your campaign. If you’re going to invest in marketing, you need to have a clear expectation of what those dollars will do for your business. And don’t let people tell you, “This is what X dollars should generate.”
Ask yourself:
- What is going on in my business?
- What are the steps in my marketing and sales process?
- What does the “buyer’s journey” look like for my clients and customers?
And, ultimately, how will this marketing investment help my business grow or reach the next stage?
You’ve wasted money on marketing in the past. But it doesn’t have to be that way. Get clear on your goals to make your marketing dollars work for you. If we can help you clarify your goals or increase your sales, send us a message and let us know.
