I come across lots of business owners who are well pleased with themselves because they are spending money on marketing. They feel good because they are ‘doing something’.
Adverts, websites, social media, leaflets, mailshots. You name it, they’re doing it. But what they’re aiming to achieve out of all these initiatives; well that’s another matter.
I always advise clients to stand back and consider just what it is they want to achieve with their marketing initiatives. That way, they can measure whether they are delivering a return. Are they getting them what they want?
These aims will of course vary. They might include achieving direct sales or service enquiries; raising awareness of a cause; attracting talent into the workplace; enhancing a public or business profile; attracting sponsors or enticing delegates to an event. With a website, the aims could be to boost search engine rankings and increase visitor numbers, or they could be to increase conversion of visitors into sales. All of these are very different aims, and will call for very different marketing strategies.
But if you don’t know what it is you are looking to achieve, how can you possibly plan a strategy that will get you what you want?
So have a think about your marketing initiatives, and then consider what it is you are expecting to get out of them. Then you can work out if they are actually delivering and if not, change direction – or take advice on how to reach your goals.