Let me just call it like it is…A lot of us (corporate marketers, business owners and third-party marketing professionals) are just guessing when trying to determine which marketing mechanisms will really move the needle. Sure, every marketing strategy and tactic has been “proven” in some fashion, but every business is different and what works for one may not work for another.
Bottom line, a lot of marketing is experimentation and gambling. For companies that have the budget, experimenting with different marketing techniques/tactics, taking that bet with the understanding that it might not work, is built into the budget. But for most small businesses, investing in a gamble might be hard to swallow. Money is tight and they’re not in a position to experiment. They need to execute a strategy that is going to deliver, period.
So what’s the solution? How is a company able to get out of experimentation mode and start creating a marketing machine that will produce right out of the gate?