Investing in the Right Marketing Initiatives for Your Business

Most business owners have been in a situation where they are trying to achieve a desired result and they’re willing to do anything to help them get there. However, pushing and pushing to do what everyone else in the marketing space is doing doesn’t always lead to results for YOUR specific business. Read on to learn why it’s important to reflect on your brand and business, your audience, and invest in the right marketing initiatives that will make the biggest difference for you. 

Why Choosing Misaligned Marketing Initiatives Can Hurt Your Business 

I get a lot of questions from people asking how to make a marketing initiative that they think they “should” be doing work for them. Oftentimes my response is simply, "Why?" For some, the answer is clear. For others, they assume that just because they put time, money, and effort into it, that it'll be effective, without even thinking about how or what their audience will connect to. 

The latter almost always results in misaligned marketing initiatives, a disruptive process, and a high chance that the marketing efforts won't be as effective as they think. Instead of throwing resources and money at every marketing trend, it's important to consider what will work best for your brand and your audience so you can choose marketing initiatives that are in alignment for you.

A good example of this is a podcast. Podcasts can be a great medium for a brand, but it's also a saturated market. If you don't have the backing of a team, sustainable resources, or processes in place to execute it efficiently, it’s not going to yield the results you want. The same is true if you’re using it strictly as a marketing tool versus a genuine way to add value to your audience. Either way, it’s going to be more costly to execute than it will be to get your return on the marketing investment. 

How to Invest in the Right Marketing Initiatives

The marketing initiatives you move forward with in should feel like a genuine investment that goes beyond the money going in or out of your business. It’s important to focus on what’s going to foster genuine connections between you and your audience while simultaneously carving a deeper place for you to become known as an expert in your industry. 

This requires taking the time to understand your audience, what they need from you, and how you can help them. It also means having a clear understanding of your brand, values, and what makes you unique.

When it comes to investing in marketing initiatives, it’s important to always start with the “why” of what you hope to achieve with it. Is it aligned with your brand and your audience? By asking these questions, you can better evaluate whether a marketing initiative is in alignment and worth pursuing or not.

It’s okay to go against the grain and not do everything that everyone else is doing in regards to marketing. The key to authentic marketing is doing what feels right and is best for YOU. Keep your values in mind and your audience as the highest priority in all of your marketing efforts, and you’ll see success and sustainability in the long run. 

If you’d like to learn more about our process for choosing aligned marketing initiatives, read more about our solutions here!