#11: Fluff

Working with small and medium size businesses, some business owners will refer to advertising as “fluff”.

We understand why that is, and it's usually because advertising has never worked for them or their business.

Common follow-up statements include,

• “We’re not the kind of business that needs it”

• “What am I getting from this?”

• “That’s not how our customers think”

• “Advertising never worked on me”

If you subscribe to any of these perspectives…

“We’re not the kind of business that needs it”
Every business needs to package themselves for their customer base, what you do with it is a different story. Regardless of the tactic (video, social media, lead gen), the right strategy needs to be accounted for. Thanks to the internet, every business can now reach their customers easier and more efficiently than ever before. Whether you are a business looking to grow in their community or expand across the globe, advancements in digital marketing and digital media have made brand awareness and lead generation a necessary tool to better support your sales staff. Once leads are in your funnel however, what makes them say yes over the other guy?

“What am I getting from this?”
One-size-fits-all agencies will often charge high fees for what they think is right vs what is right for the business. As a result, the wrong programs can be over prioritized and over budgeted with your precious marketing dollars. Leading to uninspiring reporting and results.This is why we start smart and small with a focus on foundational programs. We want you to know you are getting returns (leads, clicks, views, etc.) from your advertising before we go all in.

“That’s not how our customers think”
Most of the time this is referring to how the business owner thinks. We get it, it's your business, and you played a large role in its success to this point. However, in this instance, you are limiting your customer to past success vs opportunities that exist online. With our smart and small focus, we can test and learn how best to connect with your core audiences and discover new and emerging ones along the way.

“Advertising never worked on me”
Our favorite example! No one likes to think their choices are influenced by advertising, but they are. Whether it's the car they drive, the shoes they wear or the breakfast they ate - advertising informs the status of brands which informs purchase decisions.

So we have to ask, what shoes are you wearing today?