It cannot be overstated that any small business needs to know exactly how to leverage relevant marketing in order to gain clients in today’s world.
We’ve found that the most commonly misunderstood point of failure among new small businesses relates to a misunderstanding of what marketing is and how it must be utilized and measured.
Small business should not view marketing from the same perspective as large public companies like Coca-Cola, Apple, and Nike. A big company needs marketing to serve a variety of purposes, including: pleasing its board of directors, pleasing its stockholders, looking appealing to Wall Street, looking appealing to the media, building brand identity, winning awards for advertising, and then – finally – trying to sell something.
As a small business, ourselves, we understand that the purpose of marketing for a small business is to sell something right now – not “get the word out,” not win awards, and not try to become famous in one’s local community. Every penny spent on marketing should be with the intention of delivering return on investment (ROI) so that you can gain more clients as quickly as you can.
At Mosquito Hunters, we take this a few steps further:
Every marketing channel used by a Mosquito Hunters franchise owner – be it online search, social media, print, shared mailers, radio, TV, etc. – comes with its own dedicated phone number. This means that by tracking which particular phone number was called, we can see how many people actually decided to call in upon seeing one of our ads.
Our operations software allows all users to track client referral sources, so that you may know how your clients found you.
On an ongoing basis, these marketing metrics can be tracked and refined (i.e. identify those channels that are working well and invest more heavily, find those channels that are performing poorly and remove them from your marketing playbook). Stack the deck in your favor by relying on cold-hard marketing facts rather than anecdotal information and “gut feelings” about marketing that may or may not be carrying its own weight.