Growth Doesn’t Happen in the Last 6 Weeks of the Quarter

Often, a partner would approach our marketing team, checkbook in hand, looking for a 10:1 or greater ROI, all within six weeks.

That’s not only impossible, it’s a bad idea.

Sustained investment in marketing strategy is the most effective way to achieve growth and the ROI metrics you’re striving for. Here are four reasons why:

1. Brand awareness and trust. A continuous marketing presence keeps your company top-of-mind for potential customers. By building trust over time, there’s a better chance they will come to you when they’re ready to make a purchase, which isn’t always – and in fact, is rarely – going to be within six weeks.
2. A steady stream of leads. Sustained investment ensures that your team is generating a steady influx of leads and prospects, and building a pipeline of opportunities to nurture these customers, which in turn, results in higher conversion rates.
3. Cumulative effects. Marketing is an investment that compounds over time. It drives SEO improvement, builds brand recognition, grows your audience, and extends your reach. A stop/start approach can disrupt growth and lead to lost opportunities.
4. Enhanced ROI. A long-running campaign gives you more opportunities to optimize your strategy to improve performance. Leveraging the resulting data, you’ll be able to refine campaigns through A/B testing and other strategies to increase conversion rates.

Understandably, partners are focused on results, but smart marketers know that, like a tree, a lot is going on below the surface. It takes time to plant seeds, nurture growth, and build a broad root network that feeds and supports all of that beautiful green above. You might see some results in six weeks – and that can provide important guidance – but the real fruits come with time, patience, and persistence.