Small businesses are not investing enough in sales and marketing. Treat marketing as an investment. Invest in marketing as a percentage of revenue, and grow it with your business.
Determining your marketing ROI, or return on investment, is always a challenge. Was a trade show or a sponsorship worth it? What about your brochures or business cards? Are they worth the expense? Measuring each activity is isolation is problematic. Look at the big picture, and measure the strategic results.
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