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As a small business owner, every dollar in your marketing budget needs to work with purpose and intention. Yet, in today’s digital marketing space, it’s easier than ever to spend money without seeing a meaningful return.
Since Cucumber was founded in 2008, digital marketing has gone through many iterations. The biggest change, though, is the sheer number of tools available to business owners and marketers. Most of these platforms are marketed as “easy” and “accessible” (especially with the rise of AI).
But here’s the thing: “easy to use” doesn’t equate to “easy to get results.” This has always been true. Ten years ago, running Google AdWords (as it was called then) presented the same challenge: it was incredibly easy to waste your budget. Common mistakes like targeting the wrong keywords (e.g., using broad match instead of exact or phrase match), incorrect geo-targeting, or failing to add negative keywords led to wasted clicks and low ROI.
Now, magnify all of that with the current speed of marketing… Back in the day, marketing was slower, and you had time to think before you made a decision. Today, it feels like no thinking is required at all – platforms offer their “thinking” for you. The result? More marketing oversights, driven by the variety, accessibility, and speed of marketing. It’s creating a serious case of marketing FOMO – the feeling that everyone else is moving fast, so you have to too.
It’s creating a serious case of marketing FOMO – the feeling that everyone else is moving fast, so you have to too.
But rushing can actually cost you opportunities and waste your money. Let me share two examples where a “more advertising” impulse was challenged, saving our clients money and building more sustainable growth.
Case Study 1: A Sports Recovery Studio
When we first started working with this marketing coaching client, one of the main things we discussed was the importance of creating content that was more on-brand and was communicating the value The Cove was providing to their clients. At the time, they were producing content occasionally, and it could have represented the company better. So, as part of our initial strategy, we encouraged them to start creating content that would reflect their mission, vision, and values. Content that would resonate with their audience and help them understand the amazing services better.
As they started producing high-quality content, we saw a shift: their reach grew organically and the content started to replace the need for ads. Instead of spending money to ‘get the word out,’ the content itself was doing the work.
The natural question was: “Should we still be advertising on platforms like Facebook to get even more visibility?”
After we analyzed data and video watch times we realised that the content was already reaching its audience. We didn’t need to push it further on people, but instead move towards the next step in the strategy which is improving content further for engagement and brand recognition.
Our Learning:
Putting money into advertising would have been fast and accessible but it wasn’t the right solution for this client at this time.
Case Study 2: A Property Management Company
Another client, a property management company, recently launched a series of webinars to demonstrate credibility, educate clients, and support their sales process. Initially, the instinct was to immediately advertise to drive webinar registrations.
However, a technical hiccup with Meta (Facebook) prevented us from launching an ad campaign. This unexpected challenge reminded us a crucial lesson: diversify your marketing efforts! Never rely solely on one platform. Always have a broader strategy and question assumptions.
While working to resolve the Facebook issue, we decided to leverage their existing email list. We sent out a newsletter invitation to the webinar, and to our excitement, 12 people signed up. We continued this strategy for three consecutive webinars, and the audience grew totalling over 100 registrations during this period.
Our Learning:
Again, it seemed like the ads would be a fast way to gain momentum, but in reality client realized that their expertise was needed right where they are already. And the ad budget was put towards other campaigns with different goals.
Remember: Accessible Doesn’t Mean Effective
These examples remind us of the truth: accessible doesn’t always mean good for your business. Just because a tool seems easy or popular doesn’t mean it’s the right fit for your unique goals.
Of course this was just one example with advertising, but I encourage you to think about all marketing activities you are doing now. Consider focusing on those channels that are working for YOU. Analyze your numbers, watch them grow and create a marketing plan that is right for your business at this stage of it’s growth.
Challenge the “marketing FOMO:”
- Collaborate with your marketing agency: If you work with an agency, engage with them. Ask questions and don’t shy away from regular brainstorming sessions to look for fresh solutions.
- Seek wise counsel if you’re doing it yourself: Even if you’re managing your marketing in-house, an expert can provide direction or validation, ensuring you’re making the right moves.
So, think fresh. Keep it cool and remember that what seems right for others may not be what your business needs right now.