It's a mistake we all make. It's an attitude too many of us have - this perspective that spending money on direct mail or newspaper advertisements or search engine optimization is a burdensome marketing expense.
"If only I had more money, I could do all those cool marketing things..."
But if you change your attitude and view these tactics as a marketing INVESTMENT - it will change the paradigm of how you view marketing. And for the better.
No longer will you be afraid to try things...
Well, who do you think you are - you might say to yourself? How dare you tell me to just spend spend spend on marketing. That's not at all what I am proposing. This assumes you have taken the time to flesh out a marketing plan - where you study your market, understand your customer, determine a niche, and develop a message - all so you can determine what tactical tools you need to most effectively deliver your message.
(If you haven't done those things - and you know who you are - it is best to not shoot in the dark and pray that it works.)
But I promise that if you carefully think through your marketing strategy - you will come to find that testing and measuring marketing tactics such as direct mail - SEO - or paid advertisements - will become more fun. A challenge. A learning opportunity. An investment - in learning what works and what doesn't work for your business.
Then, and only then, will you ultimately hit upon the right combination of message and tactical marketing tools that will help you find more qualified prospects - convert more of those prospects to customers - and build a sustainable growth enterprise.
All you have to do is change the way you think. If you say "business is slow so I can't afford to try a small direct mail campaign," - you will fail. But if you know your market - know your customers - and have a message that you think will resonate - only after diving in head first will you find out.
You have to spend money to make money - they all say. Do it purposefully, do it strategically - but do it. In the end, you will have made an investment in the future growth of your business.
Todd Schnick, Intrepid
www.intrepid-llc.com
Link to original post
"If only I had more money, I could do all those cool marketing things..."
But if you change your attitude and view these tactics as a marketing INVESTMENT - it will change the paradigm of how you view marketing. And for the better.
No longer will you be afraid to try things...
Well, who do you think you are - you might say to yourself? How dare you tell me to just spend spend spend on marketing. That's not at all what I am proposing. This assumes you have taken the time to flesh out a marketing plan - where you study your market, understand your customer, determine a niche, and develop a message - all so you can determine what tactical tools you need to most effectively deliver your message.
(If you haven't done those things - and you know who you are - it is best to not shoot in the dark and pray that it works.)
But I promise that if you carefully think through your marketing strategy - you will come to find that testing and measuring marketing tactics such as direct mail - SEO - or paid advertisements - will become more fun. A challenge. A learning opportunity. An investment - in learning what works and what doesn't work for your business.
Then, and only then, will you ultimately hit upon the right combination of message and tactical marketing tools that will help you find more qualified prospects - convert more of those prospects to customers - and build a sustainable growth enterprise.
All you have to do is change the way you think. If you say "business is slow so I can't afford to try a small direct mail campaign," - you will fail. But if you know your market - know your customers - and have a message that you think will resonate - only after diving in head first will you find out.
You have to spend money to make money - they all say. Do it purposefully, do it strategically - but do it. In the end, you will have made an investment in the future growth of your business.
Todd Schnick, Intrepid
www.intrepid-llc.com
Link to original post