Recently I was with a group of business owners who were talking about different “marketing tools” they were using for their businesses. There seemed to be a rabid desire among them to learn about some “Holy Grail” new tactic or technique they could use. But as I started asking them how they would use one particular tool or another, their answers started sounding more like the feature lists these tools use to market themselves.
- “It lets me add all my contacts and manage discussions in one place.”
- “I can see results from my email campaign in real time!”
- “I can post to Twitter, Facebook and LinkedIn, all from the same program.”
Not to belabor the point, but these stated reasons for using a tool aren’t reasons at all. They don’t identify the one crucial element every marketing activity must possess: The Goal.
So what is the goal of any marketing effort, digital or otherwise? It’s simple: To increase revenue and profit.
Any tool, tactic or strategy must be able to demonstrate how it will help you hit this goal, or it’s nothing but a waste of time, money and resources.
Lately, it seems like many respected tools and tactics cannot seem to quantify any bottom line objective. I guess that’s what makes us different from other creative digital agencies. We genuinely think that if a service can’t justify it’s price, then neither can we.
Are you asking the tough question about your marketing efforts? Or are you wasting precious resources without a strategy that moves you closer to your revenue or profit goal? Either way, you should know and be able to quantify how each new tool or tactic moves you closer or farther away from revenue and profit. To riff on an old axiom, “Experiment, but verify.”