The Roi Guy: What If Your Marketing Is broke?

You Cant Improve Your Marketing ROI - Unless You Know What It Is!

Im sure youve all heard the expression, If it aint broke, dont fix it. Makes sense, right? Why bother to mess with something if everythings going well? To quote another old saying, Leave well enough alone!

My only caveat to this way of thinking isare you really sure its not broke? And if youre not sure then how do you know it doesnt need fixing?

Im talking about your marketing and advertising. Most smaller businesses and entrepreneurs dont really want to take the time, or spend the money, to track their marketing to make sure its doing the trick. As far as theyre concerned, as long as their bottom line stays in the black, then the marketing must be working somehow.

Thats what I call magical thinking. It probably works at Hogwarts, but not so well outside of a Harry Potter book. As I like to point out, if people ran the rest of their businesses with that kind of loose criteria, theyd be in deep trouble fast. Imagine a dentist or chiropractor giving a patient a treatment without really knowing what it would do to the patient.

Now, feel free to imagine a whole lot of lawsuits!

Seriously, I do realize most professionals and small businesspeople are not professional marketers and thats not where they put the bulk of their energies. Obviously, that has to go into their core business.

But what most of them dont realize is that tracking their marketing actually doesnt require that much effort. Being a small business owner myself, I understand the time pressures on anyone running their own operation. Thats why Ive made my own ROI Guy tracking process incredibly easy and affordable for anyone to use.

What most of them also dont realize is how improving their marketing and advertising ROI can mean a lot more money coming into their businesses. As long as theyre getting a new customer here and there, they think it must be working fine when they could actually be getting a whole lot more if they targeted and fine-tuned that marketing to the max.

So, yes, if it aint broke, dont fix it. But firstmake sure it aint broke! You can still drive a little ways on a flat tire, you knowbut at some point, youre going to get stuck. Your marketing and advertising could be like that flat tireand you may think your business is riding along just fine. But sooner or later, if you dont track that marketing and make sure its pumping up your profits, you may find your business is suddenly going nowhere.

Copyright (c) 2010 Richard Seppala

by: Richard Seppala

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