The Marketing Journey
Marketing is a journey, not a destination. We look forward to helping you grow your business, and you have our promise to work hard for your success!
As you consider your next marketing steps, here are a few insights our customers have found helpful.
Of course, you don’t want to overspend, but you do want a return on your marketing efforts. However, if you spend too little, there’s a risk of not competing with the market or not making a big enough splash to get the results you want. Realize if you spend too little, the results will likely be small, or results will take longer to be achieved.
It’s important to be transparent with your marketing partner when it comes to your budget and goals to maximize your marketing spend and achieve the greatest return on your investment.
GIVE IT TIME
There are no “silver bullets” with marketing.
Great marketing requires hard work, patience, and smart decisions based on data. Plan on 6 to 12 months as a reasonable time commitment to get started, especially if this is the first time you’ve invested in marketing.
Constant changes during the campaign, or stopping a marketing campaign before it builds momentum and data, is a waste of money.
If you can’t commit to a 6-12-month time-frame, we advise you not to begin a marketing campaign.
The key to great marketing is based on the data gathered during the campaign.
We look at the data regularly and continue to adjust and test based on informed decisions. If this is your first time doing a marketing campaign, allow for time to test, optimize, and implement lessons learned.
By no means do we want to continue with tactics that are not producing results, but let the data shape the appropriate next steps. For instance, you might have a pay-per-click offer for a product or service that is positioned as “receive 10% off”, which may not perform well.
Rather than saying, pay-per-click is not working for us, it might be the position of the ad needs changed to “receive $400 off” (same offer, different position), and the updated offer may produce great results. We’ve seen this time and again. Remember, patience is key.
MARKETING IS ALL ENCOMPASSING
Marketing integrates everything: your website, social media, and content are just a few of the ways to support your brand’s growth. But if these areas aren’t optimized for success – they could affect your results.
Back to the pay-per-click example: Let’s say you want to drive traffic to your website and increase leads. If you don’t have a contact form, or a way to capture leads, then you won’t get the results you want.
When you partner with Strategy, we’ll help identify areas for improvement and opportunities for growth to support your business and optimize your marketing efforts.
HELP YOUR CUSTOMERS ALONG THE JOURNEY
Great marketing contains a mix of brand awareness tactics, interest generating tactics, and purchase type tactics. The best way to increase awareness is to be constantly in front of your audience.
Not everyone is ready to buy your product or service immediately. Aligning targeted messaging with content appropriate for the buyer’s interest, helps move prospects from awareness to purchase.
And if tactics are working well, don’t cut back on spending because progress isn’t self-sustaining. Restarting marketing tactics after taking a break requires nearly as much effort as starting from scratch. The impact consistency has on delivering marketing results is amazing.
EXPERIMENTATION = SUCCESS
The world of marketing is constantly changing, which is why your business needs to be agile. Great marketing is a constant learning process, and experimentation is necessary to achieve great results and adapt to market changes.
Campaigns and tactics which worked great yesterday, may not work well tomorrow or scale with budget changes. We constantly watch and analyze the data to ensure we’re getting the best results possible. While you don’t want to change for change’s sake, it is vital to experiment with new ideas, tactics, offers, and messaging.
Aligning marketing goals with business goals and budget is an important process.
There are a wide variety of marketing strategies to choose from, and some take longer to deliver results than others. For example, improving Search Engine Optimization helps to boost your visibility and organic traffic, but if you need leads now, you may need Pay-Per-Click ads in the short term while your search performance improves. Determine what success looks like and how to measure it based on the strategies and stage of your marketing plan.
Strategy offers marketing services to fit your goals and budget. Whether you’re developing a logo, revamping a website, launching a new location, or looking to increase traffic, engagement and leads, we’ll help you take your business to the next level.
We’re more than a marketing agency. We’re your partner and brand ambassador. We’re cheering you on. Let’s get started!
Published in Marketing