Over the weekend, the family and I headed to Lincoln to check out the Natural History Museum on the university campus. To get there, we took various two-lane highways through a bunch of small towns. It was an idyllic drive. Every so often, we would pass a random billboard, and I wondered out loud: “Are billboards effective marketing?”
The answer to that question depends on who you ask. A billboard salesperson will tell you that they are amazing. Someone who spent a lot of money putting their ad on the board and didn’t see a return on their investment would say it wasn’t worth it.
That, of course, spurred a conversation about whether or not any marketing was effective.
There are so many different options when it comes to marketing, from free to paid advertisements, but all of them have their downsides. For example, if you advertise for free on social media, how can you be sure you’re reaching all potential buyers? You can’t. However, the same thing can be said if you pay for ads. You just never know who is seeing your ad and who is actually in the market to buy your product.
I’m not saying you shouldn’t use social media, you totally should. Just use it appropriately. And keep other advertising options open as well.
That’s why marketing is such a nuisance. There’s no guarantee that your efforts will pay off—that you’ll make those all-important sales. But you can’t not market either. That’s guaranteeing your product will fail.
Unfortunately, there’s no easy answer when it comes to marketing. When it comes to effective marketing, you have to have a little faith that your efforts will at least get you seen by potential customers and hopefully lead to sales. Having an idea what your sales goals are could help you create a marketing plan.
Who knows? Maybe your plan will include purchasing a billboard. If it does, I hope it’s effective for you.