Many businesses choose a marketing strategy by copying what a competitor does or trying whatever is popular. When it does not work, they lose time and money and decide that marketing does not work for their business. Often the problem is not the tactic. It is that five basic questions were never answered. This guide walks through them. If you want expert help, see our digital marketing services.
Brand Builders is a digital marketing agency in Johar Town, Lahore. We start every project by answering these questions with the owner.
Why many marketing strategies fail
It is like driving around a city looking for dinner without knowing what you want to eat, your budget or how long you have. You will end up with a poor meal. Marketing without clarity ends the same way. Before choosing channels, you need clarity on the foundation.
Element 1: Your business model
Is your business profitable and able to grow? If margins are very low or returns are poor, marketing will bring more customers but not enough profit to justify the spend. Check your numbers first. A sound business model is what your marketing is built on.
Element 2: The right customer
The right customer is someone who has both a need for what you sell and the means to pay for it. Aiming at people who do not need your service, or cannot afford it, wastes money. "Everyone" is not a target audience. Describe the specific people you serve, what they want and what worries them.
Element 3: Where to find them
Where do these customers spend their time, online and offline? It may be Facebook, Instagram, LinkedIn, YouTube, WhatsApp, Google search, industry events or associations. Do not choose a platform because you like it. Choose it because your customers are there.
Element 4: Your lead goal, broken down
Work out how many leads you need each year, quarter, month and week to reach your sales target. This takes a little arithmetic: how many enquiries become quotes, and how many quotes become customers. Once you have the numbers, you can see whether your marketing is producing enough.
Element 5: The resources you can invest
Decide how much time, effort, people and money you can put into marketing, and what return you expect. Without that, it is hard to choose a realistic strategy.
Prepare before you market
Answer these five questions first, and your marketing becomes a planned effort instead of a gamble. If you would like help working through them, book a free 30-minute strategy session.
Brand Builders helps businesses across Pakistan with digital marketing services. To get started, book a strategy session with our team or get in touch directly.
Book your free strategy sessionFrequently Asked Questions
01Why do many marketing strategies fail?
Many businesses jump into a tactic without the right foundation, which wastes time and money and leads them to believe marketing does not work.
02What should I check before investing in marketing?
Your business model. If it is not profitable with enough margin to give a return, marketing will not help.
03Who is the right customer?
Someone who has both the need and the means to pay for your product or service. Assuming everyone needs it dilutes your efforts.
04Why break down my lead goal?
Knowing how many leads you need each year, quarter, month and week lets you check whether your marketing is producing enough.
