Is Your Marketing on Autopilot?

Set and forget? Your media and marketing strategy should not be on autopilot.

Here's why...

I'm not sure where the initial impression came from that marketing can be a passive process but business is not easy and neither is marketing. So many businesses, especially small businesses believe in "set and forget" media and marketing strategies.

For example:

 Some may hire a young intern to make a few posts every so often.

 Some "boost" their posts and call it advertising.

 Some hire an agency, skip the meetings, don't ask the questions and keep paying out

when the reports only come back with high click rates but no ROI.

The digital world is very noisy, as I mention often. The average attention span of those scrolling online is close to or less than a goldfish (about 6 seconds). That's scary.

And whether the scrollers are looking for you or not, they will notice certain posts and media in passing. If you're not consistent, speaking to them or changing your ad strategies often, they will (not might) skip you.

I once had a client who ran the same ad on TV for more than 8 years. He's OK with it but he also doesn't know his true ROI. He could if he had a QR code, specific web address or phone number people could call. That way, he could see how effective his ads are on TV or whenever he advertises. If it works, it works. However, most savvy marketers and business people would advise against it. Marketing for most businesses should happen in steps, whether daily, weekly, monthly or quarterly.

Example: Social media posts - daily / weekly

TV advertising at least quarterly or a few times a year. (Also depends on your business, like retail).

Now you have a clear understanding why marketing is not a passive position or a "set and forget" strategy. It ties into you reputation, brand and overall business image. Ultimately, it reflects you. Consider spicing things up a bit and change your ad copy and strategy often. Go with what works and what produces solid ROI. If it doesn't, evaluate and try again. Or hire a professional to guide you.