Marketing Matters: Selling Value, Facilitating Growth and Boosting Web Searches

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February 10, 2015

Q. Our company is preparing its advertising budget for 2015. How much should we allocate?

A. The short answer is, it depends. Your budget should be based on a percentage of next year’s projected sales. Generally speaking, it should be between 5 percent and
9 percent of anticipated revenue. The smaller the company, the larger the budget needs to be. Some companies make the mistake of basing advertising budgets on the prior year’s sales, which is a flawed strategy and doesn’t allow for growth. Don’t be limited by the 9 percent ceiling. If your growth plan demands it, go for it.

Q. I own a small company and have a limited advertising budget. Where can I get the most bang for my buck?

A. “Small” is a relative term. If you’re really small, networking is your best bet. Join local chambers of commerce, civic organizations, realty boards and networking groups. You also need a website, because that’s where most leads are originating for pest management companies. Invest in a professionally designed site. Hire a search engine optimization (SEO) company to help keep your web presence (rankings) competitive. Also invest in a limited, pay-per-click campaign in season. 

Q. I thought traditional phone book ads were DOA. Why do large companies still use them?

A. It’s a strategic decision. The older demographics still reach for printed phone directories when searching for local businesses. It’s all about the return on investment (ROI): If you’re not getting a minimum 2:1 ratio on your investment, pull out.

You can reach Goldglantz, president of Pest Control Marketing Co. and author of “Marketing Matters,” at hgpcmcinc@aol.com. His book,Marketing Matters, is available from the PMP bookstore.

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