What’s Your Marketing Return on Investment? Is it 3:1? BY JONATHAN GOLDHILL, WORD COUNT 1191
What do you know about marketing? Is your marketing working? Do you know for sure? How do you know? These are questions that go through my mind as I’m speaking to green industry business owners because the truth is the many landscapers know little about marketing. I’m sure some of you are thinking out loud and muttering, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” The truth is though with modern analysis that variance has shrunk dramatically, but only if you measure and analyze. Marketing requires having some fun, experimenting with it and measuring the results. The problem is most landscapers have little experience in any of these. The fact is that the average landscaper spends 0.9% - that’s less than 1% of their revenues - on advertising and promotion – i.e., marketing. So, with that little spent on it, how much could they possibly know about it?
Recently I shared one of my videos called “Everything You’ve Ever Learned about Generating Leads and Growing Your Business is Wrong” with a new client – a $6M per year commercial landscape maintenance company in California – who came to see me to get help with their marketing. Not surprisingly, my client found the video very informative because it showed our system for successfully marketing a business to generate a larger flow of leads. Prior to watching this video and working together, my client – an intelligent and smart operator - really didn’t know the difference between sales and marketing. Like other clients before him who really couldn’t explain the difference between sales and
GREEN FOR LIFE SPRING 2020 • 14
