Marketing That Makes Sense

Marketing-That-Makes-SenseAt a recent family barbecue, we noticed our brother-in-law was wearing branded attire for his fire protection business. A nice polo shirt and hat proudly showed off the company logo and for a moment I thought it would be awesome to have branded attire for our business. Then it occurred to me – for us, this wouldn’t be marketing that makes sense.

Business owners should constantly be evaluating their marketing budget and the way(s) in which they are spending their funds. For example, a local coffee shop would probably benefit more from an advertisement in the local high school football team’s program than they would if spending the same amount of money on Google ads with no geographic targeting.

In our case, we have a strong client base of whom none are located even within 500 miles of us. Our clients in Boston and California are spreading our business’ name like wild fire, leaving us no financial need or reason to advertise our virtual services business locally. Located in a suburban/rural area of Ohio, we are also aware that our services don’t have as much of a market, if any, here as they do elsewhere.

Before starting a marketing campaign, always consider the following:

  • Who are your customers?
  • Where are your customers?
  • Where will your potential customers most likely see your advertising?

Tips for online marketing:

  • ALWAYS check that your links (URLs) are correct
  • ALWAYS check that your links work
  • Preview your graphics at actual size to make sure they are legible

Before wrapping this article up, I want to give you one more thought about off-line marketing. Sitting at our son’s little league baseball game on Saturday morning, I found myself studying the advertisements on the outfield fence. A local law firm, I would think had the largest budget for marketing, surprisingly had the weakest sign. While their logo was prominent, they loaded their limited space with too much information (including fax number) making most, if not all, of the contact illegible to parents on the sidelines. Think about this – a parent can’t/won’t fax from the ballpark, be he/she may visit (and bookmark) your website. Make sure your ad is completely legible and…

Make sure you have marketing that makes sense!


Kim SuttonKim Sutton is the Managing Partner and Chief Everything Officer of The Sutton Companies, including Sutton Strategic Solutions and Sutton Creative Studios.  She is a graduate of The School of the Art Institute of Chicago where she earned her Bachelor’s Degree in Interior Architecture.

An avid reader and passionate learner, Kim is constantly researching, studying and developing business improvement strategies. When it comes to client work, Kim especially enjoys helping her clients develop innovative marketing strategies and sales funnels, particularly when they are using Infusionsoft to automate all the heavy lifting. To find out how you can further develop your company’s marketing and automation strategies schedule a 1-hour Business Boost Strategy Session by clicking here.

In her free-time, Kim cherishes the time she gets to spend with her husband, Dave (her business partner), and five children. She also enjoys reading, knitting, writing and playing video games.

Get a copy of Kim’s FREE guide, “10 Top Tools for Small Businesses” by clicking here.


About Kim Sutton

Kim is the CEO of The Sutton Companies, including Sutton Strategic Solutions and Sutton Creative Studios. She is married to her best friend and soul mate, Dave, and together they have six children.
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