When it comes to the subject of marketing, a lot of people believe that if it’s still working, then leave it alone. I am not quite sure why they believe this myth, unless it is because it leaves them free to focus on other areas of their business.
Marketing however, is the lifeblood of a business and if you don’t optimise your marketing campaigns, you could be leaving easy money on the table. By optimising, I mean that you are sticking with what seems to be working and not exploring other options which might work even better.
Optimising your marketing campaigns means exploring your options
Take for example, a business that invests heavily in hard copy ads in the Yellow Pages. For a long time we have jammed doors open with these behemoths, but no longer are they as popular with consumers as they once were.
Have you seen how small the Yellow Pages are now? The sad part about it is that they usually go straight into the recycle bin, because who turns to the Yellow Pages when they want to search for a local business?
Just about everyone searches online nowadays, so if you are still investing in hard copy print ads in the yellow pages, it might be time to take some of your allocated marketing budget and explore other options.
Even if you are still receiving leads and sales form the Yellow pages, you might get more bang for your buck through online advertising. You don’t have to change everything overnight, just take a small part of your marketing budget and move it to online advertising, such as Google ads or Facebook ads, for example.
We’ve seen the results first hand
Recently we met with a client who was spending about $5000 per month with Yellow Pages, across a variety of printed ads, online listings and a website service. Cutting their budget in half, we were able to develop a new website and more than double their enquiries within three months.
Marketing is now, more than ever, about being flexible, exploring new avenues of promoting your business and in testing what works and what doesn’t work. The myth – if it’s not broken, don’t fix it -will hold your business back from exploring more lucrative marketing options and give your competitors all the help they need in overtaking your brand.