Every year corporations spend around $4.5 million on a 30-second ad during the Super Bowl.
That’s $150,000 a second. And they get nothing in return but a promise of a large audience and the hope of a future sale.
The ad may win the advertising agency an award, but no one will ever know if it made any money (the sad thing is they probably don’t try).
Small and Medium Business (SMB) aren’t immune form this behavior.
- They spend hundreds or thousands of dollars on ads the salespeople claim will get in front of 100,000+ viewers. Never mind that most of the viewers will never take any action.
- They pay “experts” to post content to social media. I’m talking about the free stuff none can prove makes a single penny.
- They spend thousands, even tens of thousands, of dollars on “nice looking” modern websites. And again, no one is confident anyone visiting the site will become a customer.
Good marketing shouldn’t be an accident.
Of course, measuring and tracking the success of your marketing is always a good idea.
But you also need to understand the role that your copy, images, PPC ads, social media, and website play at every step of the Customer Journey.
Luckily we can turn to Psychology for some help.
Their work provides a framework for the Buyer’s Continuum™ which describes the 5 Stages of the Customer Journey that ends with a loyal and satisfied customer.