What is more important to a business … building a brand or getting more leads?
Ad agencies, who love to spend their client’s money, would immediately respond “branding.”
In that mindset it’s easy to think, without a brand, how do you drive customers to your business?
But if you’re business is concerned with cashflow, profits and the bottom line you have to view it differently. You have to ask yourself, without leads, how do you build a brand?
If you are building a business through systemized marketing, getting new customers isn’t about “creative” or high concept layouts, it’s about generating leads for as little money as you can, and even at a profit, if possible.
When you start to look at marketing this way, it simply becomes a matter of math. If your ads generate cost effective leads for your business, you’ve got a good ad. If it doesn’t generate cost effective leads, you don’t.
This is a hard lesson for a lot of people to deal with, especially those that want to make a statement with their advertising.
But if you start to adopt a truly marketing-driven business mindset, you’ll soon realize you care less about being creative and more about the tactics and strategies that will drive leads into your company … at a profit.
That’s the only way to turn your marketing “expenses” into “investments” and the only way to start buying customers that give you a great return on investment over time.
If you still aren’t sure, ask yourself, how many of us could afford to continually buy a share of stock for $10 and sell it for $5? Obviously that’s not a sound business move, but far too many business owners continue to buy an ad or run a marketing campaign that doesn’t make them money.
When it comes to branding or leads the conversation should be about Investment and Expense, because, if you get enough leads and enough business, you’ll build the best kind of brand there is: a company that is loved by your loyal customers.