As 2017 gets underway, it’s time to decide whether you’ll stick with the same marketing strategy you’ve used in the past, or try to improve it to get better results this year. With that in mind, one thing we want to discuss is the importance of developing a marketing system rather than looking at your marketing activities as individual components.
Again and again, we hear from companies that ask us, “We started a blog, why aren’t we seeing any results?” or, “We’re pretty good about social media, how come that’s not translating into any sales?”
Be honest with yourself: Is the money you’re currently spending on marketing activities ultimately paying off?
The thing is, investing in the individual components, such as a blog, a better website, paid advertising, or social media, will only get you a part of the way there. You need to continually be improving the whole system to get the results you’re looking for.
The Pieces Work Together
The one thing we’re always trying to emphasize is that the components of your marketing system work together. Consider these simple examples of how individual components can affect each other:
- Do you have a social media presence? If not, you may be failing to bring believers in your brand back to your website.
- Do you have a blog? If not, your social media profiles are likely only sharing other people’s content.
- Are your social media profiles taking people to a website that’s optimized for conversions? If not, you may losing a lot of potential sales early in the sales funnel.
- Is the content on your website and blog optimized for SEO? If not, your content may not be getting the credit it deserves, instead being ignored search engines.
Thinking About Return on Investment
Which of these options is more expensive?
- Spending $200 a month on something that brings 0 new clients or no additional revenue
- Spending $500 a month on something that brings you 2 new clients and increases revenue by 10%*
The answer is obvious. This is important to note because focusing on your entire marketing system will likely mean that you’ll be spending more than you currently do on marketing. However, it also means that you’ll be getting much better results
than what you’re currently seeing.
*Note that these numbers are arbitrary and are used to illustrate a point. Your actual expenses, revenue, and margin should be used when calculating return on investment.
Assembling the System
Many businesses inherently understand these concepts, but are intimidated by the idea of putting together a comprehensive marketing system. That’s why, in 2017, we’ll be focusing on rolling out a new roadmap for existing and new clients to help them build out their marketing systems and increase the returns on their marketing activities.