Marketing Strategy: Making A Smart Investment

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A marketer can easily fill up their day with a plethora of so-called “marketing tasks.” Post to Facebook, retweet a twitter mention, send out emails to prospects and clients – these tasks can be very valuable for a company, but too often they are used merely as hopeful shots in the dark instead of part of a distinct marketing strategy. Just like a financial investment, marketers need to start paying more attention to the specific financial goals of their business and investing in their strategy accordingly.

A Change Of Mindset

First and foremost, marketing is an investment. You only get out of it, what you put into it. Therefore CMOs need to begin looking at marketing as the financial investment that it is towards meeting the goals of the business. When you make a financial investment you investigate the risk potential, growth expectations, and your portfolio as a whole. When looking at your marketing spend and strategy, you can start with the same discussions.

To think of it in another way, look around your business at the way investment fundamentals are applied all around you. Why is this not the case in marketing as well? Forget the way that marketing is typically done. Forget what your company has focused marketing dollars on in the past. Then open yourself up to the possibilities that a creative marketing investment can have.

Goal Alignment

Now you’re ready to start getting your goals and your marketing investment in line. But first, make sure that you have the right goals. Of course, this depends on your business. A new business will need to focus more of their investment on brand awareness. You’ll need to make a splash in the market and get your name out there. your marketing spend in that area will be high because your primary goals is brand awareness.

But for most established businesses, awareness is only a portion of the marketing spend. Too often, businesses are focused on the wrong marketing metrics. You see that you’ve gained a bunch of Facebook likes, or you’re getting a lot of return visits to your website. These are positive things, but do they align to your goals? Marketers tend to focus their investment of marketing dollars on the channel itself – whether boosting search rankings or building an email list. But was your goal to create a higher search ranking? Or was your goal to use search rankings as a way to build leads and conversions?

Your marketing strategy needs to be relative meeting the financial goals of your company. If your company is looking for slow and steady growth, you can invest your marketing budget accordingly. But if you really want to get your business off the ground quickly, you’ll have to ramp up your spending for your maximum return.

Execution And Adjustment

Now that you have your focus for your investment from the goals of your business, you’re ready to get started ramping up your marketing strategy. Don’t limit yourself. Your mix of marketing strategy is dependent upon your business, of course, but consider every channel and it’s effectiveness for you.

Make sure you have the right tools in place to measure the return on the investment you’ve made. When you make a financial investment, you will always have these tools in place, so why wouldn’t you have these in place for marketing investment? Again, be focused on the right metrics and making sure you have a system in place to see the results of your hard work. Then you can make the adjustments needed in your strategy. You can identify where the issues are in your marketing funnel and change your marketing investment based on that information.

Conclusion

Thinking of your marketing as an investment, makes you shift your thinking for your marketing strategy and budget. You are only going to get out of it what you put into it – so invest wisely.

A marketer can easily fill up their day with a plethora of so-called “marketing tasks.” Post to Facebook, retweet a twitter mention, send out emails to prospects and clients – these tasks can be very valuable for a company, but too often they are used merely as hopeful shots in the dark instead of part of a distinct marketing strategy. Just like a financial investment, marketers need to start paying more attention to the specific financial goals of their business and investing in their strategy accordingly.

Source: Mike McDermott

Complete Media Inc is a Sioux Falls marketing, advertising, website design and web hosting company specializing in web design, maintenance and hosting services.

We help small businesses make more money. Learn more.

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Tanner Chambers – Production Strategist

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Tanner is a Minnesota-born graphic designer with a background in television journalism, broadcast technology and marketing. He landed his first TV job while in college, working first as a part-time assistant webmaster and then as an associate producer for Valley News Live in Fargo, North Dakota. He graduated from Minnesota State University Moorhead in 2014 with a Bachelor of Science studying graphic design and mass communications.

A marketing internship brought him to Sioux Falls in the summer of 2014, where he continued to add to his experiences, working as an advertising copywriter, KELOLAND reporter, non-profit administrative assistant, business-to-business broadcast technology marketer and digital freelance artist specializing in graphic design, videography and motion graphics.

Tanner joined the Complete Media team in October 2016 and has thrown himself into his work, developing built-to-last business brands while expanding his web skill set with HTML coding, email and web builders, WordPress, Google AdWords, Facebook ads and more.

He and his wife live with their three small dogs near downtown Sioux Falls.

Jessica Jellema – Results Strategist

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Jessica brings a unique balance of skills and insights to the Complete Media Team. Brandishing an Associate’s Degree of Applied Science as a Visual Communications Specialist, Jessica monitors marketing results to assure our clients are benefiting from a positive return on their marketing investment. Extremely detail oriented, she also manages the agency’s work flow, making certain projects are on schedule (or ahead of schedule!) and that clients receive quick responses to any inquiries they may have. Jessica’s specialized skills and laser beam focus on detail make her a great asset to our team and our clients. In her “off” time, Jessica enjoys assisting her boyfriend wrench on his Buick Regal. It has a super charger. We know. Buick Regal…super charger. Sounds made up. It’s not.

 

Michael Williamson – Marketing Strategist

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Michael brings over twenty years of marketing and business development experience to the table. He cut his teeth writing for the SD Department of Tourism, then owned and operated his own small business before migrating to the Southwest. There he gained invaluable experience as a copywriter, designer, audio producer, creative director, p.r. manager, account executive and pool cleaner (his own pool, which he misses dearly each winter). Since his return to Sioux Falls he has continued to add to his experiences, working with non-profits, professional service providers, manufacturers, media outlets, and marketing agency entities.

Michael believes the Complete Media approach to providing marketing solutions for small to medium sized businesses is a game changer. His skills and experiences are invaluable when partnering with our clients. He understands the challenges faced by business owners and what traditional agencies fail to recognize when attempting to serve a client’s best interests.

May 18: Open Forum

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Keep It Coming

We always get great feedback from clients who attend the open forum sessions. That’s why we keep bringing them back! We’re opening the doors and inviting anyone to come learn how to enhance their web marketing strategy, get the most out of their campaigns and capitalize on their success.

Come with specific questions or come just to listen and learn. Meet other members of the circle and walk away with some new ideas!

Noon on May 18th at Complete Media.

April 20: Know What Your Visitor Do On Your Website With Site Analytics

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Turn Your Hits into Cash

It’s like having the ultimate secret shopper program. They don’t even know they’re helping you out! With Site Analytics, you can determine what exactly the users who access your website are doing – what pages are they visiting, how long are they staying, what part of the world are they from, and how they are getting to your website in the first place!

All this information is key when developing your ongoing strategies for your web marketing campaign. It provides a fuller picture of just who exactly your users are and where they are in the sales pipeline. It helps to determine how to transition them from just a click on the web to a sale on your sheet.

Learn how Site Analytics can help accomplish these goals on April 20th at noon, only at Complete Media. $10 for the general public, free for the Complete Media Circle.

March 16: Sell your products and services online

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Keep It Local Online

When online shopping first hit the scene, consumers were trending only towards the megasites that we’re essentially the Wal-Mart of online stores. (You could do that shopping in your pajamas, too. Just like Wal-Mart!) As online shopping has stabilized and more Mom and Pop style companies have come on the scene, online shopping has become more and more a part of the regular economy.

The latest trend is for online sales to increase business for even local shops. Rather than driving across town, many consumers are choosing to cruise a local companies online store. Which means you should probably get one so you can close the deals that don’t make it through your doors.

Learn how to integrate online shopping into your web marketing strategy on March 16th at noon. Always at Complete Media. $10 for the general public, free for the Complete Media Circle.

February 17: Keep your Competition at Bay Using Domain Names

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The majority of web traffic is through search engines. That includes traffic meant to go to specific websites (as in Googling “Complete Media” as opposed to typing www.completemediainc.com in the browser bar) A domain campaign helps to ensure that users looking for industry related terms are directed to your website first.

Domain campaigns are a fairly low cost addition to any web marketing strategy and can yield surprising results. It’s essential to find the right domain names for your area, though. We can help with that.

Stop down at Complete Media on February 17th at noon to learn how to take advantage of this web marketing strategy. $10 for the general public, free for the Complete Media Circle.

January 20: Build relationships with your customers using direct mail

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Snail Mail? Really?
When was the last time you got a card or a letter in the mail? Other than bills and junk mail, of course. Been awhile, hasn’t’ it? But I bet it made you feel pretty darn good. A simple thank you card, birthday card, or even just a thinking of you card can be the difference between a satisfied customer and generating that word of mouth.

Sending out cards can take a lot of time and isn’t always the cheapest option. By the time you go to the corner store, pick out a card, take it back to the office, write it out, address it, stamp it and drop it in the mail…it takes more than a bit and makes it hard to integrate into the client retention process or even into the sales pipeline.

We have the solution to that. You can go online, select your card from stock or upload your own designs, enter your message in your own handwriting, add your signature, select a contact from your database and drop it in the mail. Do all this for cheaper than doing it by hand. Save money and time, kind of cool.

Learn how to get started by coming down to Complete Media on January 20th at noon. $10 for the general public, free for the Complete Media Circle.

Gina Slagle – Outreach Executive

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Gina is currently completing her bachelor’s degree in journalism through South Dakota State University. Her marketing internships, various design classes and 20 plus years of customer service have given her the skills to help her clients feel right at home with Complete Media, Inc. When Gina isn’t helping small business leaders increase their profits, she is a creative writer, portrait photographer and someone who enjoys spending time with her family.

All of her life Gina has felt a little “out of the box”. She knew that she wanted to make a difference in this world somehow, so on the Fourth of July, in 1989, she left to serve four years in the United States Marine Corps. She has had many experiences in life and believes that we all get to the top of our own mountain eventually.

“We all have our own path to follow. Some of us have twists and turns, some walk the straight and narrow path, and some of us have some very rocky roads. But, the most important thing is to keep moving forward and to find YOUR perfect path along the way. I am so excited about this new chapter in my life. I look forward to helping you get on the path of building your business!”