Read Full Mix Marketing’s latest marketing how-to column from the July 2019 edition of ‘Connected’ magazine from Cambridgeshire Chambers of Commerce.

Marketing features somewhere in the expenditure of most businesses. But should you actively invest in it? Sarah West from Norwich marketing agency, Full Mix Marketing, shares her experience.

  1. No!

No may seem an odd thing for a marketing agency to say, but there are things every business should consider before spending on marketing.

Firstly, what will you invest in? One-off marketing opportunities (such as advertising) often present themselves but rarely deliver results. It’s important to have a strategy.

Secondly, expectations need to be realistic. Whilst quick results can come from a higher budget, most marketing takes time and consistency to bear fruit. Be prepared to commit.

  1. Yes

If you’re struggling to attract customers, feeling the pressure of competition or keen to actively grow, marketing is likely the answer.

The amount you invest will depend on the results you want to achieve, the methods you choose, the amount you’re comfortable spending and the faith you have in your business! Any budget should be enough to realistically reach your objectives and be sustainable over at least 6 months to ensure results.

  1. On What?

Digital marketing features in most business’s marketing mix. However, ensure your website is effective first. Whilst PPC can attract people searching, your website has to convert their clicks into sales or enquiries. The same is true for SEO, social media and email marketing.

If fewer people seek your product or you need to educate customers about what you deliver, other marketing may be more suitable. If you know who your customers are (particularly if you sell to businesses) direct marketing via email, mail, LinkedIn or sector press advertising or PR may be more effective.

  1. Drip

It’s important to use multiple forms of marketing and give them time. Customers rarely recall where they heard about a brand and are more likely to react if it is through multiple channels.

“We tried marketing but it didn’t work” often means something was tried once but did not create an instant response. Customers need time to become familiar with a brand and will only respond when they identify the need.

Marketing is only costly if it fails to create a return. The quality of delivery is key. If you want to be sure of where to invest, ask a skilled marketing agency to create a strategy and plan.

For help getting a stronger return from marketing, contact us today.