Marketing. The goose that laid the golden egg. The “secret” behind the success of today’s big businesses (along with quality products, competent team members and reliable service, of course). It’s the foundation behind the life of your business. With marketing playing such a huge role in the future of your business it pays to invest.
The catch is, what may seem like a smart marketing opportunity can actually turn into a money-guzzling black hole that swallows your marketing budget alive. How? By not telling you about the hidden costs of marketing your small business.
Let’s start with printing, since…well, that’s what we do! Even though we’re living in the digital age, offline marketing is still a highly effective way to market your business. But how do you know when a printing company is trying to rip you off? You don’t, not really. There are a few things to watch out for when ordering your direct mail marketing materials.
First, ask about special rates and discounts. You may be able to save by ordering in bulk, opting for digitally printed materials rather than offset printing and doing the majority of the design work yourself. Also, ask about the price of the paper you’re printing on. Each project has its own “ideal” medium that will give you optimal appearance; however, if you’re strapped for cash you may find a cheaper alternative exists that, while not as exquisite, will still help you get your message across.
That being said, you should never sacrifice quality for cost. Poorly printed mailing materials make a bad impression on your customers. Never choose a cheaper option than your project can handle.
Next, let’s talk about digitally marketing your small business. More to the point, let’s talk about PPC. Why? Because when you’re talking about a black hole that will happily glug your marketing budget and leave you holding the bag, nothing does the job like PPC. When people encourage you to advertise using Google AdWords they never tell you what’s going to happen if you choose the wrong keywords, or bid too much for a click.
I have one word for you. Don’t.
Before you cut a check for any marketing venue, online or off, consider your ROI. Are you REALLY going to get back more than you pay in? Is this going to be a great, long-term channel for marketing your small business? If the answer is no (to either), put the checkbook away. Otherwise, those hidden costs are going to eat you alive.