There isn’t really any rocket science in contemporary marketing for small or mid-size business.
The tools are what they are and they are not very complex.
Don’t get me wrong, marketing service providers can and do add immense value, but not because they are geniuses. The systems of today don’t allow for much genius.
Google, meta, and other primary channel ad systems only allow so much input from marketers, with their targeting becoming more AI driven every day… across years this has become as much art as science.
What most businesses need in the budget space afforded by reinvestment of revenues is the most effective method available for getting in front of ‘high intent users’ who are likely to be looking for their service or product.
And then a brand and web presence that is viable enough to convert that user to a contact or a sale.
And that’s it.
Now, take a bigger brand, or more capital investment, and that can get a lot more interesting. There are phenomenal tools available to leverage data, to work across channels and platforms, and to do ‘black magic’ audience work on the back end… but most clients in the small or mid markets are simply better off investing that money in increased ad spend.
And you should trust me on that because we’d make more money if we offered the opposite advice.
And that’s my point, in the end.
You don’t need a rocket scientist or a wizard.
You need someone you can trust, that will put your interest first.
Someone that will walk out the few, but important, choices in front of you as you put your service or product in front of the people or teams that are looking for it.
So choose wisely!
Look at the character, the patience, and the willingness to dialogue that marketers offer you. They all indicate a recipe much more likely for success that a strong close and big numbers.