We all want easy answers. We all want silver bullets. But anyone who has run a business for any length of time knows there are few actual shortcuts and many dead ends when looking for ways to improve your business—especially when it comes to marketing. And while it’s not the answer you want, when you ask a marketing agency which marketing is the best option for you, “it depends” is the right answer. Why? Because that means they are actually thinking and listening to you.
It Depends: Every Business is Different
If you ask your marketing agency a question like “Should I run paid ads?” or “Do I need a new website?” their first answer should be “It depends.” This is because every business is different. Different locations, industries, and current marketing levels can all affect which makes the most sense. The amount of time, the return on investment, and the availability of other, cheaper, more critical marketing make these answers require both nuance and research to get right.
Examples of the “It Depends” Factors in Marketing
Below are some common “should I do this to improve my marketing?” questions we get, along with factors that can make it a good or bad idea (after additional research).
- A New Website: The age of your current website, what you don’t like about it, how it serves your needs, and your Google Analytics stats are all factors to consider.
- Google Ads: The ad landscape means some industries and locations won’t see feasible ROI, as you have to compete with larger businesses. Weigh your options first.
- Social Media: Are your customers even on social media? Boring businesses can’t thrive on social media—unless they can provide educational (not entertainment) value.
- Blogs & Articles: Content marketing such as blogs on your own website and articles/think pieces on other platforms is only useful if you’re selling expertise.
- Reputation Marketing: Reputation management, including asking for reviews, only works when you’re willing to respond to negative reviews or empower your marketing agency to do so.
One Solution vs. Comprehensive Marketing Plans
Now, if the marketing agency you’re talking to has the same solution anytime you bring up marketing, you’ve got another problem. Specialized marketing agencies are fine to work with, but the adage “if all you have is a hammer, every problem looks like a nail” holds true. If you’re not sure what marketing to do and you don’t want to waste your money with “spaghetti marketing,” you should start with a consultation with a comprehensive marketing agency to weigh all your options.
Vision is just such a marketing agency. We pride ourselves not only on comprehensive marketing options and in-depth marketing plans (including market analysis), but also on asking many, many questions of our clients to ensure they get the best marketing possible. Want to learn more? Contact us today. Want more advice? Check out the rest of our Vision blogs, our enVisioning Success podcast, and our downloadable Marketing Strategies Playbook.
