Some business owners are afraid to invest in marketing because they don't want to throw away time and money. Even though we live and breathe all things marketing, we have to agree with this mentality. Marketing should be approached with intention, results should be measured, and performance should be analyzed. Without these important steps, you're really just taking shots in the dark.
No one wants to spend money on something that's not a sure thing. That's where the intentionality of your marketing comes into play. Sure, you could try posting on social media or diving into email marketing but unless you're first analyzing the "why" behind those things, you're less likely to receive successful results.
One of the best ways to be intentional about your marketing is to develop a marketing strategy. This will help define your business goals and answer important questions such as:
- Why are you doing what you're doing?
- Why are you using the platform you're using?
- Why did you pick that particular messaging?
If the answer to each of these questions ties back to your original goal, then you know you've chosen an intentional route forward. When your marketing efforts are cohesive and focused, they become much more sustainable. You'll also be able to easily see when something falls outside the scope of importance which, ultimately, helps you to adapt your marketing plan as you go along.
Before you chase after the latest and greatest in marketing, consider your strategy (or develop a strategy if you don't have one yet!). Make sure your plans true back to your ultimate business goals.
We're confident you'll see significant business results in less time and with less effort if you're being intentional with your marketing.