Mike Crandall

Marketing can either be a huge waste of time, money, and other resources, or it can be an efficient, valuable part of your business.

You’ve probably heard some variation of the arguably most famous quote in marketing history: “Half of the money I spend on advertising is wasted; the trouble is I don’t know which half.”

Unfortunately, that’s often true in the realm of marketing! But it doesn’t have to be. If you want to avoid that issue, start marketing strategically. There are three keys to marketing strategically.

In both sales and marketing, we often try to appeal to everyone. Traditionally, the goal is to get as many leads as possible into the pipeline because that means more sales, right?

In reality, that means more bad leads in the pipeline and more wasted time. And if you're spending time with the wrong people, you're robbing the right people of your time.

A number of small factors will make or break your sales. The same is true in customer service, management, really all of business. So it absolutely applies in marketing as well!

Think about your email address for a moment. Have you ever considered what it says about you? Likely you’re using it extensively for both sales and marketing. Is it saying something you’re not intending it to?

When people consider doing business with you, they usually look you up online. A Google search often follows, even if they were referred to you or met you in person. A first impression is important, but so is a second impression.

Do you know how and where you show up when people look you up online?

We like it when sales and marketing work well together. Often, including prices on marketing material sets you up for a confrontation rather than making conversations possible. And that means less business for you!

If you want your business to succeed, good marketing is important. But marketing doesn't happen in a vacuum - the CEO or owner of the company must have an appropriate role.

Generally, the best use of the leader's time is not executing the marketing strategy themselves. Instead, when it comes to marketing, leaders should fulfill three roles.

We all want to improve in business, but we often don't know what it will take. Whether you're in sales, management, or leadership doesn't matter. It happens to all of us!

If you've ever struggled with something—whether in business or your personal life—you could benefit from asking yourself the question, "What if?"

When you think about it, a lot of marketing is pretty simple. The concepts aren't overly complicated, but that doesn't mean doing it is easy.

Simple and easy are two different things!

For example, most people know they could be doing more or better things online. Maybe you've thought of investing more time and resources in LinkedIn but still haven't done it.

Sharing and interacting with people regularly on LinkedIn is a simple concept, but it's not easy!

One of the rules we've had for years in Sandler says, "There's no such thing as a good try." While that advice was initially intended for sales, it's actually a universal rule. So much so that even Yoda in Star Wars said, "Do or do not. There is no try."

It shouldn't be any surprise that it applies well to marketing.

Let's be honest; not everyone is comfortable with social media. And certainly, one organization may get more or less out of it than another.

Knowing that's true, what might be the benefit for you or your company to be more active on social media? Should you be posting more often? What are the pros, so you can determine if they outweigh the cons or not?