Is your interactive budget fragmented? You’re not alone. We come across fragmented interactive budgets all the time. Defensive spending, leaning on old crutches and chasing the next new “thing” can all lead to a lack of marketing focus. The good news: There’s an easy solution to budget creep. It’s a two-step process:
- Evaluate all the current interactive spending based on cost, traffic and leads. If any spend isn’t providing you with positive traffic at an acceptable cost, cut it. The only place you have to spend money is where you get the best traffic.
- Dump those dollars into the few items that provide the best quality traffic increases. We have a saying around here, “If you want to be a bear, you might as well be a grizzly.”
It’s the same philosophy you use for your employees. You can only be as strong as the weakest link. Keeping dollars in weak providers will leave you with weak results. The moment you complete this exercise, the better you will feel. The better your website and Internet manager will feel. The catharsis will be spectacular.
John Paul Strong
John Paul Strong combines his two decades of automotive marketing experience with a team of more than 140 professionals as owner and CEO of Strong Automotive.