Before you spend a dime..

You’ve got to have a plan.

Understanding your business environment and competition is ground zero.

For instance, It’s July. You an HVAC company in Dallas, Texas.

Competition in this market is fierce.

Or maybe you’re a house painter or a window service with fewer demand spikes and in a smaller market with less competition.

Step two.

Once you have a clear idea of your market and competition, you have to evaluate your capacity and goals.

How much can you take on?

Do you want to grow revenue? Profit? Both?

The best use of your marketing budget?

Investing in a channel with enough budget to:

  1. Be successful
  2. Give you statistically significant results

Take a $1000 budget — maybe you want to spend some on yard signs, Digital, Facebook — and that’s common.

But this is not a good strategy.

Small investments  — a couple hundred dollars here or there — these aren’t going to truly bring you the results you need because you won’t know if they really work without a larger amount of data to back up your insights about these efforts.

A better use would be a single, larger investment in Facebook or Google AdWords as ways to get quality leads for your business. A hundred clicks doesn’t yield significance. 1500-2000 clicks? Now you’re getting somewhere.

Also, keep in mind that it takes time to dial in the perfect strategy:

  • Message
  • Ad copy
  • Audience
  • Offer
  • Landing page experience

Most businesses don’t experience the instantaneous win of “create, launch, reap rewards.” It takes testing and fine-tuning to reach success.

This requires patience.