How To Reduce Inefficient Spending

If you are reading this, the likelihood of you having a marketing budget is high. But are you deploying it in the most efficient and effective way possible?

There are a few things we look at when deploying budgets for the best chance at success. First is our conveyor belt:

• What is the why you/why now ? In front of your website and in front of every marketing campaign

• Build your owned assets : Content, creative, social, website

• Deploy through earned : Media relations to gain credibility for your brand story

• Amplify through paid : Take that content and extend the reach to the right people in the right markets

• Data : Examine what works and what doesn’t

Now, in front of lead generation (the data side), you should be looking at the data the right way. Are you taking your growth markets (including your existing footprint) and studying the data? Google Analytics is the easiest way to do so.

Take an important market and look at the traffic (the good traffic, how much time they’ve spent on your site, the bounce rate). Do you have momentum? Are you converting the traffic to deals? This is where you can start closing the data gap by increasing spend.

Now comes the connection of silos — mostly missed by many brands in marketing amazing concepts.

Remember the Dilly Dilly commercials ? Of course you do. They were brilliant. In fact, Bud Light, for a second, captured the new way of saying “cheers.” Dilly Dilly was the way we celebrated.

The problem was, Bud Light never connected the silos and owned the campaign for longevity. If you visited their website, it had nothing about Dilly Dilly. Neither did their social. Why? We would imagine a bunch of agencies not playing nicely in the sandbox, and thus not connecting the messages in every touchpoint of the consumer.

On the converse, take Dos Equis. They put the most interesting man in the world on everything — PR, social, print, marketing, email, web. And what happened? Dos Equis, a beer that was first imported to the U.S. in 1973 and remained relatively unknown, skyrocketed.

Even on low budgets, you can still connect the messages across all places you spend money, thus making your budgeting spend and decisions efficient and effective.

Explore the full Mainland conveyor belt here , and when you're ready to put it to good use for your own brand, give us a shout.