Pulling Back the Curtain On “Marketing”
The
Marketing
** Misconception That Ruins Relationships, **
*And How To Fix It*
I’ve got to see behind the scenes of some pretty big marketing agencies in our industry…
One thing I’ve realized: Most people don’t know what they are “buying” when they buy marketing.
It’s not really the marketing agency’s fault (or your fault, for that matter)… Although, I could go on about the nuance of this.
It’s more that most of us don’t really know what we need in terms of marketing, so we trust the guys that label themselves as marketers - or who we know others have worked with.
Basically: We think we need marketing, so we buy marketing.
Usually, this means we are buying a set of deliverables. Blogs, maybe some external/internal links, a website, someone running our ads.
We aren’t buying ROI - which is what we actually want (and what will actually drive business growth).
There’s a growing gap happening: We want ROI, but for some reason, our marketing isn’t delivering.
Then… we don’t know what numbers to check or what the reports our agency is sending us actually mean. How are they getting to those numbers?
Well….
This is where we need to do our due diligence or have someone do it for us (This is Lucrative Landscaping’s bread and butter).
We need to know how much we’re spending vs how much we’re getting (aka ROI).
Most marketing agencies don’t take responsibility for this. Many business owners don’t take responsibility for this.
But we should.
This fills the gap. This helps us make sense and answer “why” we spend a certain amount on marketing.
If we aren’t doing this… we are technically just throwing money into the dark.
It’s the whole “know your numbers” game - one we should all be playing.
Know our numbers = More control and less waste.