Marketing is key to generating leads, maximising growth and building brand loyalty. However, understanding the benefits of it and putting the required processes into action are two different things.
According to a survey carried out by OutboundEngine, 58% of small businesses spend five hours or less on marketing. In the report, it highlights stress as a major contributing factor for how little business owners allocate towards it.
As businesses try to navigate through this “new normal”, knowing where to start with their marketing is almost impossible. There are too many options and many small business owners don’t have the knowledge base or the budget to capitalise on these options. This causes a great deal of stress.
In this blog, we give you an insight into how long you should be spending on your marketing and provide some cost-effective solutions.
How long should you spend on your marketing?
Marketing should be at the heart of any new print service you offer. If implemented correctly, it’ll help raise awareness of the service and allow your business to continue growing.
To achieve around 5-7% annual growth, you need to be running around two to three marketing campaigns a week.
This should roughly equate to around 5% of your sales revenue. However, with competition for business heating up, this marketing expenditure estimate might not be right for everyone.
The main thing to remember is to be proactive. Sporadic marketing often falls flat or only plugs a gap for a short period.
As a starting point, consider how you can create a constant flow of communication without spending a significant amount of resource on executing it. For example, putting together a series of social media posts can boost sales when you acquire the help of online influencers. They can act as an advocate, spreading the message about your print company to their targeted and defined following.
Putting together a weekly or monthly email newsletter is another useful way of reaching audiences and delivering information. You can use it to advertise print service discounts, share valuable content or keep prospects informed about your company. All of which will increase traffic and leads.
Work smarter, not harder
While staying proactive and running 2-3 campaigns a week is a realistic guide, it doesn’t mean you have to overcompensate and try to pluck extra time out of thin air. Your goal should be to “Work smarter, not harder” with your marketing.
As we covered before, having an automated lead generation strategy in place will provide you with a constant flow of prospects throughout the year.
Some tried and tested ways include:
- Using pop up forms on your website – before a website visitor leaves, make sure you give them an incentive to stay or contact you with an offer or free incentive via a pop up.
- Setting up web forms – by asking the right questions, you can personalise campaigns and achieve better results.
- Utilising PPC and landing pages – drive paid traffic to a website landing page and achieve a constant flow of leads.
Many print startups around the world spend a considerable amount of time and effort selling services and setting up a functional website but abandon their marketing responsibilities altogether.
Marketing is a long-term game. Most of what you do now won’t come to fruition for months. However, if you don’t invest any time, your sales team will find themselves continually chasing their tails looking for new business. That’s a lot of pressure and stress to handle – especially when the pandemic is casting a big shadow over the future of many businesses.
What are the biggest marketing time blockers?
One of the main stresses associated with marketing is the administrative and management side of things. Sure, it’s relatively simple to post something on social media or create a value-led blog. But to see worthwhile results and create a sustainable lead gen strategy, you need to contend with various issues, which takes time and patience to solve – such as:
- Having multiple marketing campaigns running on various platforms
- Sending assets to relevant campaign managers
- Adhering to GDPR stipulations
- Monitoring campaigns and analysing statistics
- Defining campaign workflows
These blockers are chewing into your allocated time. By solving these issues, you can focus the time you’ve set aside to market your print company on the actual creative process.