It would be nice to get an unlimited marketing budget, staff to go around, and lots of time to carry out new and speculative marketing initiatives, but I think it’s safe to say that most small businesses aren’t sailing in that boat.
That makes it imperative to make sure we stay on our core marketing goals, and not be caught up in by every shiny new object that comes down the path, usually daily! Whether it is a new piece of software, a new type of marketing program, a new social media channel, it can trash your marketing efforts if you’re not careful.
Learning to say “No” to the “Bright Shiny Object” syndrome is a skill you need to master. To help you with that, we’ve put together some questions you’ll want to ask whenever you’re tempted to dive in.
5 Questions to ask before you take on another marketing channel!
- Is it needed? - Is this something your business has needed, and the time has finally arrived, and does it really serve your core marketing mission?
- How will this work both short and long term? - When we start to see return on this, and we will continue to see benefit long down the road? For instance, will that new social media channel even be around in a couple of years?
- Have you counted the opportunity cost? - What do we have to sacrifice in order to implement this, and will these bring us closer to or further away from your marketing goals?
- Is there time, staff and expertise to make this work? - Will we actually be able to do this with our current staff, and how big is the learning curve?
- Will this be viable year in year out? - This is a particularly good question with regards to social media, where there is so much hands-on attention needed. Is it a new trend or just a craze that will quickly disappear?
Do your marketing budget a big favor and ask these questions before purchasing the next shiny new object. You’ll be a lot more prepared for any eventuality!
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