MARKETING IS NOT AN EXPENSE
MARKETING IS AN INVESTMENT
We have a motto around here that we implore our clients to abide by: The more you know, the more you grow.
One of the most discouraging things we hear all too often is: “We’ve tried marketing. It didn’t work.” It isn’t discouraging to hear that it wasn’t successful. That comes with the territory. If every marketing effort was even somewhat successful, then we’d have a heck of alot more businesses still in operation!
The reason it is discouraging, is that it is all-too-often a one-time exercise. “We put an ad in the newspaper, and nobody called.” That’s like going fishing ONCE and after not catching a fish, selling your fishing pole. It’s like trying to make a loaf of bread from scratch and when the dough doesn’t rise, you say “Welp, I tried!” and stick with bakery bread for the rest of your life. It’s like giving up golf after not getting a hole-in-one after your first round.
How many other things in your life, that you really wanted to accomplish, did you only try once without ever asking yourself “What did I do wrong?” or “Why didn’t that work?”
Even the experts can tell you, marketing is a learning experience. Unless you speak to every single one of your customers regularly and in-depth, you can’t expect to know everything about them. You don’t know if they adamantly listen to the radio for hours every morning, or if they read the newspaper every day at lunch, or if they scroll through twitter all day and only login to Facebook once every few weeks or so.
Every industry is different. Every customer base is unique. So is the way they shop for products and get information on which products they should be buying or who provides the best quality services they are looking for.
If you are not putting just as much effort in trying to learn more about what your customers want, as they are putting in trying to decide whose business they want to patronize, then why should you get their business?
Unless you are unequivocally the best at what you do, backed by the unanimous support of your customer base, the onus is on you to compel your potential customers to choose you over your competitors. It simply isn’t enough to have a great product, unless, that is, you have Oprah telling the world it is THE “must-have” item of the season…in which case, that is still marketing.
When you partner with us, you know that every decision made is an informed one. We are constantly measuring the success of each individual effort, from a social media post to an email campaign, determining what avenues are the most effective. That is how you succeed.