Calum Stark
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The Scottish guy who knows things.
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You Get Out What You Put In

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Be brutally honest: did you take on your digital marketing campaign because it was the best strategy for your business, or because it was the cheapest you could find? If you answered the latter, then you’ve probably found yourself asking “What am I paying for?”

I’m a firm believer that the cheapest option is virtually never the best option. If you buy the cheapest car, it will come with the fewest features; if you buy the cheapest television, it will have the lowest quality screen; and if you take on the cheapest digital marketing campaign you can find, it will deliver the lowest results. Ultimately, you get out what you put in. For those of you who don’t have time to read the full article, that’s the ultimate take-away.

This idea is nothing new. The notion that the attitude we adopt towards anything we do will have a direct impact on its success is something we’ve all heard before, and the logic is no different when we apply that to digital marketing.

Small businesses are, rightfully, very conscious about their expenses. Sales are fewer, and profit margins can be smaller, as owners also have to pull a liveable wage out of the revenue they generate. For that reason, it’s not unusual to take on marketing campaigns at a low cost.

When taking on any sort of digital marketing strategy, it’s important to consider exactly what matters to your business the most. Start by asking one very simple question:

Do you want a cheap campaign, or a good campaign?

While those two ideas aren’t mutually exclusive, and it is possible to have your cake and eat it too, they do represent two very distinct attitudes that can lead to different results at the end of the campaign. Generally, a campaign solely focused on keeping costs down will always be anchored to the money spent rather than the money earned, whereas a campaign focused on getting results will be met with far more enthusiasm by all parties involved. In turn, this brings a far more positive outcome.

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To enable your agency to build the best campaign possible, you should follow this chain of thought:

  1. What do you want?

Do you want a campaign that provides results, or do you want something low-cost? This may sound like a closed-minded question, and of course everyone wants the cheapest campaign possible, but cheapest doesn’t always mean best. Really think about what is important to your business. Are you marketing because you have to, or because you want to?

  1. How quickly do you need results?

This is the next factor you need to understand before you can begin marketing your business. Depending on when you want or need to see results, you’ll find some marketing strategies are unsuitable. Campaigns focused on getting quick results will often be costlier, so you’ll need to be prepared to invest.

  1. How much can you spend?

Once you’ve considered the above points, you can start thinking about how much you want to spend. Even so, remain open to suggestion when it comes to how far your money will go – sometimes what you want won’t be possible on your budget. With a clear picture of what you want and when you want it, your agency will be able to advise you on the most effective strategy focused on getting you results rather than keeping costs down.

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Lastly, don’t be fooled by agencies that promise you the best campaign for the lowest price, particularly if they are from overseas or are vague about what work they actually do. Do your research and read through any and all paperwork before signing on. Remember the other proverb: If something sounds too good to be true, it probably is.

Positivity breeds positivity, so when talking to your marketing agency, always ask “How can we make this better,” rather than “How can we make this cheaper?” At the end of the day, you will get what you pay for – all you need to decide is exactly what you’re willing to pay for.

If you’re interested in investing in in your business, don’t hesitate to contact our team of experts on 1300 663 995 or shoot us an email at info@wmegroup.com.au. Our Digital Strategists are on your side and passionate about getting the most out of your marketing budget, so your business can grow online. Have a no-strings chat today and see what quality marketing solutions can do for your business.

 

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By Calum Stark


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