The ROI Guy: What If Your Marketing Is “Broke?”
You Can’t Improve Your Marketing ROI – Unless You Know What It Is!
Hi, Richard Seppala, the ROI Guy. I’m sure you’ve all heard the expression, “If it ain’t broke, don’t fix it.” Makes sense, right? Why bother to mess with something if everything’s going well? To quote another old saying, “Leave well enough alone!”
My only caveat to this way of thinking is…are you really sure it’s not “broke?” And if you’re not sure… then how do you know it doesn’t need fixing?
I’m talking about your marketing and advertising. Most smaller businesses and entrepreneurs don’t really want to take the time, or spend the money, to track their marketing to make sure it’s doing the trick. As far as they’re concerned, as long as their bottom line stays in the black, then the marketing must be working somehow.
That’s what I call “magical thinking.” It probably works at Hogwarts, but not so well outside of a Harry Potter book. As I like to point out, if people ran the rest of their businesses with that kind of loose criteria, they’d be in deep trouble fast. Imagine a dentist or chiropractor giving a patient a treatment without really knowing what it would do to the patient.
Now, feel free to imagine a whole lot of lawsuits!
Seriously, I do realize most professionals and small businesspeople are not professional marketers – and that’s not where they put the bulk of their energies. Obviously, that has to go into their core business.
But what most of them don’t realize is that tracking their marketing actually doesn’t require that much effort. Being a small business owner myself, I understand the time pressures on anyone running their own operation. That’s why I’ve made my own ROI Guy tracking process incredibly easy and affordable for anyone to use.
What most of them also don’t realize is how improving their marketing and advertising ROI can mean a lot more money coming into their businesses. As long as they’re getting a new customer here and there, they think it must be working fine – when they could actually be getting a whole lot more if they targeted and fine-tuned that marketing to the max.
So, yes, “if it ain’t broke, don’t fix it.” But first…make sure it ain’t broke! You can still drive a little ways on a flat tire, you know…but at some point, you’re going to get stuck. Your marketing and advertising could be like that flat tire…and you may think your business is riding along just fine. But sooner or later, if you don’t track that marketing and make sure it’s pumping up your profits, you may find your business is suddenly going nowhere.
Visit www.YourROIGuy.com for more information on how to make the most of your marketing.