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Tuesday 9 August 2022
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#31for2016: Are your marketing assets actually achieving any benefit for you?

Question #9: Are your marketing assets actually achieving any benefit for you?

Are your marketing assets actually achieving any benefit for you?

[What is this series?]

If you haven’t already, it’s time to start thinking deeply about your business in 2016. Here is one of 31 hard questions I am asking myself as I think about and prepare my company and my work for the coming year.

This is not the “end all, be all” list of business questions that you should rely on. These are the questions important to MY business. These are the hard questions I am asking MYSELF.

Naturally, many of these will have value for you to think about too. And in the comments below, let me know what other hard questions you are asking yourself, looking ahead to 2016. Now, let’s get to it:

Question #9: Are your marketing assets actually achieving any benefit for you?

So, you have all these marketing assets. Mailing lists, Twitter handles, autoresponder campaigns, banner ads, ebooks, webinars…

Great.

But are they actually doing anything for you? Are they advancing your business objectives? Are they generating leads? Is any of that activity resulting in increased revenue?

I will admit over the years to executing on some wicked cool tactical stuff only because it was fun to conceive and orchestrate the program itself…

…I just had no idea whether it actually had any impact.

I suspect this is a common program. “Well, we do Google Adwords campaigns because, you know, because the marketing book said so…”

We’ve been testing a separate landing page for our trade show services, and have made some strategic decisions with it, but just as we made a key move, I did generate a killer lead off of it just yesterday.

I am tired of flying blind with our marketing assets. And before I agree to new ideas, tools, and tactics, I want to be much smarter about moving forward.

For instance, my team is batting around the idea of both Pinterest and the new Google +. And while I’d love to play around with those tools, I have to determine if there is real value there. And with Facebook, is there value in having multiple Facebook pages, or one main page.

Lots of questions. In 2016, we have to get answers. And set measurements now in order to make an informed decision down the road.

So, take inventory of all of your marketing assets. Heck, you probably forgot a few. And then go about making the determination if they are of any benefit to you or your organization.

The time saved can be spent on selling new gigs, and/or on landing on better tactics.

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CLICK HERE TO SEE THE COMPLETE #31FOR2016 SERIES!

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Co-founder of the intrepidNOW Media Network, Todd Schnick is a media + business strategist and talk show host + producer. He is a former marketing strategist, national political operative, and lobbyist. Todd has published five books, writes a business + lifestyle column, is a distance runner, and lives in Chicago with his wife Stephanie + family.