4 Ways to Get More from Your Marketing Budget

There will be a lot of enduring business lessons from 2020, but in the long run, one of the strongest takeaways will probably also be the simplest: be careful how you spend your money.

You could take our industry as an example. It’s relatively easy to get good online marketing results when the economy is healthy. Throw in a bit of uncertainty, though, and suddenly things that used to work automatically no longer generate returns.

That can put marketers in a tough spot. On the one hand, a few businesses can’t afford to waste money right now. But on the other hand, those same businesses can’t afford to stop marketing either, at least not if they want to continue generating sales.

From our point of view, the answer is to simply be smarter about your spending. To help you out, today we want to give you four ways you can start getting more from your company’s marketing budget…

1. Trace Leads and Sales Back to a Source

You can’t maximize your marketing budget if you don’t know what’s currently working. That’s why we always recommend tracing the source of any new lead or sale. Whether it’s through web analytics, phone questionnaires, or a combination of other tactics, you should do your best to determine how buyers are finding you. Then you can work on emphasizing those sales and marketing channels.

It may be the case that several marketing campaigns are working in concert to generate returns. However, it may also turn out that a big portion of your time and budget are being wasted.

2. Spend with Your Head, Not Your Heart

We frequently meet with business owners who engage in marketing campaigns that are based on their preferences rather than customer behavior. For example, many like posting messages on Facebook and Instagram, because they are personally familiar with these platforms, even though they aren’t generating real results.

After you’ve taken the time to figure out where new business opportunities are coming from, you need to pour your time, energy, and money into the ideas that are working… even if that means ignoring other options that are more fun or comfortable.

3. Adjust Your Budget in Increments

As a general rule of thumb, you never want to increase or decrease your marketing budgets rapidly. Doing so can lead to wasted money and missed opportunities.

When you scale up too fast, you often become less precise in your targeting. You reach for new demographics or audiences that don’t convert at a high rate. When you cut spending dramatically, you can unintentionally stop the flow of new leads and customers into your company. Neither approach is going to be efficient.

4. Spend a Little to Save a Lot

Many years of experience in this business have taught us that an expert eyeand a different perspectiveare crucial when you’re trying to make good marketing decisions. It helps to have someone who knows the ins and outs of web design or search engine optimization, for example, especially if they can help you evaluate the results you’re getting with a critical eye.

Business owners sometimes think they are saving money by doing everything on their own. In reality, they waste countless hours and dollars because they don’t have access to the expertise they need.

7 New Year’s Resolutions for the Struggling Online Marketer

Do you feel like you aren’t getting the right kinds of results from your online marketing campaigns? Struggling to even get started with search engine optimization, social media, and digital ads? Or, do you feel like you’re always trying to catch up to competitors who get leads and sales from the web while you struggle?

If any of these situations resonate with you, then know you aren’t alone. We talk to dozens of business owners and executives every year who are going through the same things. With a brand-new year right around the corner, this is your chance to set your company on a different and more profitable path.

To help you make that change, here are seven New Year’s resolutions for any struggling online marketer to follow…

1. Review Your Business Website Regularly

Your business website isn’t one of those things you should launch and then forget about. Go through your pages, like a customer would, every month or two to look for problems or spot places where your content could be updated. This could stop your site from getting stale and prevent you from missing big problems (like broken links or missing plugins) that hurt your credibility.

2. Post Something New Every Week

Most business owners and marketing professionals struggle with content creation for the simple reason  like it never becomes a habit. You don’t have to write a long article, design a white paper, or dive into a video series every week. What you could do, though, is adding a few hundred words to your blog, updating your company’s Facebook page, and taking a snap for Instagram. Do that regularly (maybe on a Saturday morning) and you’ll develop habits that will build over time.

3. Get Familiar with Important Web Metrics

It’s almost impossible to make progress with your online marketing plan when you aren’t sure what’s going on with your website. Basic online statistics will tell you how many visitors are coming to your pages, how long they’re staying, and what they are doing when they interact with your site. Once you have a grip on those details you can develop smarter strategies and make better investments.

4. Try Something New Every Quarter

Most business owners (and more than a few web designers) fall into the habit of only working with the tools or techniques they are used to. For example, they might only post to Facebook because that’s what they pay attention to in their personal lives. It’s fine to start with what’s comfortable, but make sure you’re always trying something new to expand your boundaries. Before long you might come across a new source of leads or sales that you wouldn’t have otherwise discovered.

5. Build a Brand without Overselling

Your messaging is important. You want to stay on-topic with your blog articles, emails, and social media posts. But, you have to do that without always being in hard-sell mode. Finding the right balance can be tricky. Here is a good rule of thumb to follow: when in doubt, write or speak as if you were explaining something about your business to a colleague. That will stop you from getting too personal, but also keep you from being overbearing with your marketing.

6. Put Your Focus on Consistency

You might have noticed that many of the resolutions we recommend have to do with keeping your efforts and campaigns moving over time. That’s intentional. Success in online marketing doesn’t usually come from an all-at-once effort. Instead, it’s the cumulative effect you get from hundreds of posts, updates, and interactions. Just keep at it and you will make progress.

7. Stop Trying to Do It All on Your Own

Want to know a secret? Even in a web design and digital marketing agency like ours, it’s impossible for one or two people to do everything. There is just too much to look after between content creation, online reputation management, hosting plans, and dozens of other details. You can get help with all of these thingsand a lot more—by working with a team like ours. It will probably cost less than you think and could make a huge difference in your company’s profitability.

Want to Make 2021 Your Best Year Yet?

There is no easier or better way to make your business more profitable than by improving your digital marketing strategy. And, there has never been a better time to get started with web design, search engine optimization, social media marketing, and internet advertising.