The Expert Podcast

• Why is marketing so challenging?
  • Advertising and marketing are often the biggest pain points for businesses.
  • Your company’s lifeblood is revenue, which comes from customer orders, transactions, or sales.
  • To get those sales, you need customers to find your business.
• Understanding marketing and advertising:
  • Marketing is an overall strategy to get customers to buy from you, while advertising is one part of that strategy.
  • Marketing helps create awareness of your business and its products or services.
• Why is advertising difficult?
  • You have to be where your customers are, but you don’t always know where they are before they need you.
  • Example: If you're in a B2B industry, you may know where certain businesses or associations are, but you don’t know who needs your service right now.
• Challenges with Google Ads:
  • Google Ads can help, but is it worth the investment?
  • Many businesses struggle with knowing if their Google Ads budget is generating enough net profit to cover the costs.
  • Consider the true costs of your products and the actual profit margin after expenses.
• Advertising ROI:
  • A return on investment (ROI) of 5-7 times the amount spent is generally considered a good benchmark for effective advertising.
  • Advertising is speculative, and not every method will work for your business.
• Testing and inexpensive alternatives:
  • Start with low-cost advertising methods to reduce ROI pressure.
  • Content marketing, direct mail, and internal efforts are cost-effective ways to build your brand.
  • Direct mail, like postcards, may seem old-fashioned but can be a highly effective and durable advertisement.
• The importance of analysis:
  • You must constantly analyze your marketing and advertising strategies to understand what works and what doesn’t.
  • Regular reviews and adjustments are crucial for maintaining an effective marketing campaign.
• Key takeaway:
  • Never give up on marketing and advertising. Without a clear strategy, your business may stagnate or decline.
  • Consider both online and offline advertising methods to increase visibility and stand out from competitors.
• Final thoughts:
  • If you need help with marketing strategies or have questions about effective advertising, feel free to reach out for a consultation.