It’s been nearly three decades (whoa!) since I finished college and started my marketing career; and in that time I’ve seen enough money wasted on marketing to fund a small kingdom. I’ve even wasted a bit of money myself. There was a time when you had no choice but to cross your fingers and hope marketing programs worked.
Fortunately, it’s no longer necessary to waste money on marketing. It’s well within every marketer’s reach to understand the who, what, where, when, how – and even why – of your customers and their buying habits.
Unfortunately, an unspeakable number of marketers still burn money.
That needs to stop. (Unless it’s your competitors who are doing the burning.)
We have the tools to identify where we want to go and let our buyers and potential buyers keep us on track. The problem is that marketers (being people) tend to get distracted by the latest fad and claims of easy wins or they are stuck doing things the same old way because it worked in the past.
Time to wake up and take control.
The path to winning more customers efficiently is tough but pretty straightforward. First and foremost, remember the job of marketing is to improve sales. If someone suggests a marketing program that doesn’t make a direct, measurable contribution to sales, just say no. Later, when you have all the leads you need, you can play around with branding for the sake of branding.
Our goal with this Clicks ‘n Conversions blog is to share what we’ve learned – and continue to learn – about marketing that works. You don’t need tons of money or a huge staff or a fancy agency to do great marketing. You just need to focus.
In upcoming articles we’ll show you how to get ready, get found and get more customers for your marketing dollars. We’ll also show you how to make the best decisions, take the right actions and avoid distracting, money-sucking detours.
Just as technology and the internet have empowered buyers to drive their own decision-making process, marketers too have much to gain by using the tools and tactics available to them. We’ll show you how we use those tools and tactics to build powerful marketing machines for ourselves and for our clients. We’ll show you how you can use them too.
If you want to crank up your marketing efforts, get better results and save yourself some dough, subscribe to our blog and follow along with us. Be sure leave your comments, too.