Marketing. It costs too much!

13 May

It's a bit of an old wives is an expense not an asset.  

Coming from a traditional marketing background and starting a career in professional services where I had to justify myself every day (a ritual which has stood me in good stead over the years), I'm used to working with stakeholders and business owners who don't quite understand what they are paying for.

It's a weird time for all of us.  Many businesses are digging their horns in and waiting for what happens next.  Others are 'flying in the face' of political uncertainty and are forging ahead with their plans for growth.  But with cost being king, how do businesses know when their marketing is really hitting the spot?

Marketing isn't just about a quick fix or focusing on one thing.  It's like a spider web of tasks where you can pick and choose what's needed so that you can speak to the right people, in the right way, at the right time.

Even if you only want to focus on social and digital media, you need a good website that supports a strong, well conceived and understood brand, multi-channel campaigns driving visitors to your website that are born from good, secure and managed complaint data.  

Marketing is not just about campaigns, Twitter, Facebook,'s amount improving critical business tools and processes that makes marketing work harder and your business grow stronger.  It's about taking a holistic view and figuring out what works, what doesn't, what tools work and where improvements need to be made.  It's about making the business more effective, more responsive and more engaging.  

It's easy to gauge the success of your marketing effort on the number of followers you have, the number of people who have visited your website, Google analytics or the number of calls you've received and that's all important stuff but it must reach further than that.  Good marketing also comes from doing ground work and proactive activity that can not necessarily be qualified with simple facts and figures.  

It's about raising the profile of your brand that will reap rewards in the future, creating a lasting foundation for your business, looking ahead and making sure marketing supports your vision and aspirations.  It's about knowing how changes in your audience, market and competitors will impact who you are and what you do, positioning your marketing effort to mitigate this change.  You might not see that now but you will.

Any marketer worth their salt will do all they can to evaluate a return on the marketing investment and if you know a company's DNA that's not difficult to do, but don't loose sight of everything else that's being done to make your marketing and business thrive, cementing relationships with customers, staff, stakeholders and influencers that will make all the difference.

Marketing is a powerful tool if used in the right way.  It can be your greatest asset without being your greatest cost. Put your faith in the power of marketing and watch your business go from strength to strength.

For more information on how Caper Marketing can help your business success both now and in the future call 07808 197520 or email

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