Most of us do our best to remain healthy. Some of us even go to great lengths to improve our physical condition.<\/p>\n
And when we\u2019re sick or not feeling well we go and consult with a doctor.<\/p>\n
So why then don\u2019t we have the same reflex when it comes to the marketing health of our businesses?<\/em> <\/strong><\/p>\n We often here this sentence: \u201cWe\u2019ve cut our marketing budget because we haven\u2019t reached our sales goals\u201d. That\u2019s a surprising bit of reasoning. Imagine you\u2019ve banged your kneecap. As punishment for not performing properly, would you cut off your leg?<\/p>\n The reflex to cut into the marketing budget when things aren\u2019t working properly is often explained by a lack of information regarding the return on investment possibilities of strategic marketing. But there\u2019s worse than that.<\/p>\n It does happen that marketing ROI is not even considered when budgetary cuts are decided. It\u2019s not even part of the equation. In the minds of managers, marketing simply becomes an expense that does nothing. And in an expense centered managerial approach, marketing is the first place where cuts are made. Classic.<\/p>\n When things aren\u2019t working properly, we have to understand why.<\/em> <\/strong><\/p>\n Observe symptoms. Identify causes. And not only from an internal point view of the company.<\/p>\n When you consult your doctor and explain your symptoms, he or she listens and asks questions. Never will a doctor make a diagnosis based solely on what the patient says.<\/p>\n Imagine: \u201cMy thumb hurts, doctor, I think I have cancer\u201d. The doctor answers: \u201cAlrighty then, let\u2019s cut that thumb off.\u201d<\/p>\n The example might be slightly cynical and exaggerated, but the message remains true.<\/p>\n Always analyse the causes and symptoms if you think your marketing is sick, but don\u2019t stop there. Get a second opinion from an outside source. From experts who don\u2019t work directly for your company.<\/p>\n Ask your clients. Scrutinize everything your competition does. Speak to peers. Analyse your industry in greater detail. These steps will greatly help you diagnose what\u2019s wrong with your business. And when you know what\u2019s wrong, you can start working on a cure. Isn\u2019t that better than simply giving up and cutting?<\/p>\n Miracle cures in capsules have never saved lives<\/strong><\/p>\n Too often, companies seek to remedy the situation of their marketing by throwing large amounts of money into a single marketing activity, like publicity communications for example.<\/p>\n