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.

G&A Pavement Fixes the Marketing Potholes with Complete Media

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G&A Pavement Solutions partnered with us to increase their profits.  We developed a website for them on an easy to use content management system, and we drive traffic to their website through Search Engine Optimization and Search Engine Marketing. G&A Pavement is now ranking number one on the popular search engines!

We also support their social media efforts, keeping top of mind awareness with their followers. We track their incoming traffic, so G&A Pavement can see exactly what their marketing dollars are providing for a return on their investment.

Greg Folsom, Owner
G&A Pavement Solutions
605-310-8478
www.gapavementsolutions.com
info@gapavementsolutions.com

Complete Media Makes it Easy for Henry Steakhouse to Stay Up To Date on the Web

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Prior to working with us, Henry Steakhouse did not have a website. We designed, developed and programmed a website for them on an easy to update content management system, giving them the opportunity to keep their site up to date for their customers.  This includes their menu and drink specials, making their website a good resource for the local community.

We also provide Henry Steakhouse with access to our Web Team, giving them 24/7 access to help if they ever have questions or comments about their website. It’s a pleasure working with them!

Mark O’Neill, Owner
Henry Steakhouse
(605)532-3347
www.henrysteakhouse.com
info@henrysteakhouse.com

What Time Is It? It’s Time to Advertise!

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Theratime partnered with us to increase their business exposure in Sioux Falls and the surrounding areas.  Through a strong outbound campaign, we help the Theratime team connect with other businesses in their industry, giving them the opportunity to develop business relationships, increasing their sales.

We also provide Theratime with consultative marketing solutions, giving them the opportunity to remain at the top of their client and prospects’ minds.  We provide them with creative promotional items and a solid social media campaign, keeping them in front of their prospective clients.  These strategies are all about giving their prospects a reason to say, “Yes!”

Cory Faber, Owner
Theratime
(605) 359-3842
www.theratime.com
coryfab@msn.com

Luke Properties Fills Their Vacancies with Complete Media

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We started working with Luke Properties by developing their entire branding and marketing campaign.  This included logo, Corporate ID package that incorporated letterhead, envelopes, and business cards, and the extensive development of their website to market their properties. We currently work with the client to execute strategies to fill their vacancies and to support their social media efforts.

Our Teleservices Department also works with Luke Properties by answering and managing their inbound phone calls and responding to inbound email inquiries.  We drive premier customer service with virtual phone systems, phone answering, and receptions services. This allows their prospective tenants to receive quick responses, giving Luke Properties a competitive edge against other businesses in their industry.

Julie Luke, Owner
Luke Properties
(605)370-5649
www.lukepropertiesonline.com
info@lukepropertiesonline.com

AAA Storage Keeps Units Full with Complete Media

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AAA Storage partnered with Complete Media at the start of their business. They received a full corporate ID package which included a logo, business cards, and a website. This allowed AAA Storage to have a constant brand throughout their materials.

AAA Storage’s website is easy to navigate, giving potential clients effortless access to the information they are looking for. Through their partnership with Complete Media, they are able to remain at capacity in their storage facilities. This allows AAA Storage to maximize their profits to their full potential.

Darrell Thomas, Owner
AAA Storage
(605)360-7151
www.selfstoragesiouxfalls.com
info@selfstoragesiouxfalls.com

Complete Media Tows Redi Towing to Results

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Prior to working with us, Redi Towing did not have a web presence.  Immediately upon our partnership, we built them a mobile friendly website so drivers could access their contact information with ease.  We then began their Search Engine Optimization campaign to ensure that their mobile website could be found by those looking for their services.

We also provide Redi Towing with supporting ideas to help build their brand recognition and business.  It also will help them retain current and past customers!  We support their social media efforts, as well, giving us more of an advantage to increase their search engine rankings and we track their incoming traffic to ensure that they are getting a solid return on their investment.

Casey Roth, Owner
Redi Towing
(605) 610-3446
www.siouxfallstowingservices.com
info@siouxfallstowingservices.com

Rounding Up the Marketing for McCrossan Boys Ranch

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McCrossan Boys Ranch is a great partner to work with for Complete Media.  We support McCrossan Boys Ranch as part of our pro bono work for the community of Sioux Falls.  The work we have done with them is all about helping  to keep the ranch operating.
Complete Media continues to support the website we created for them. Along with branding, email marketing and pitching in to help orchestrate and execute their special events/fundraisers, the past few years have been very rewarding.  McCrossan  Boys Ranch is a pleasure to work with and the Complete Media crew looks  forward to the continued partnership with their terrific organization!

“McCrossan Boys Ranch has enjoyed working with Complete Media for several years now. We have utilized their web services, event marketing, video services and more. We have always been satisfied with the end result. The young, creative, fun staff is always a blast to work with and think outside the box. Marketing and technology are always changing and we turn to Complete Media to make sure we are keeping up with it all.” -Christy Menning
Christy Menning, Director of Development
McCrossan Boys Ranch
(605) 339-1203
www.mccrossan.org
info@mccrossan.org