Maybe we should all think again about how we do marketing? Or maybe more fundamentally, why we do it?

Too often marketing is viewed purely as an expense, delivering little in the way of results, or at best, uncertain results. If this is also your view, change it in the new year! Marketing has to be an investment, and for anyone who has doubts over the investment grade of their marketing, now is the time to take action.

The days of not doing any marketing are over. We all know that. The arrival of digital marketing has made it possible – and necessary – for even the smallest business to at least do something; at least have a website or a company page on Facebook. So, we are all doing something. But is it working?

I see too many companies spending valuable time and money on marketing that does not work. I also see many that have a website or a profile on LinkedIn, but never attend to it. It’s just there – dormant, but visible.

So, in view of the new year, I suggest a new approach:

  • If you have a website, make sure it is up to date, good looking and easily found on Google.
  • If you have a social media page for your business, then make sure you keep it active.
  • If you have a brochure, then ask the sales team if they use it?

Critically, if you’re doing marketing, make sure it brings you business! We all do marketing. But is it working? Don’t settle for average in 2018. Good luck!