Almost all of the Business owners we work with are initially at a loss for words when one of our experts asks them the question, what is your goal for this marketing campaign?

When we begin a relationship with a new client, they are practically exploding with ideas, strategies and opinions with regard to what their business needs. They throw around buzzwords and reference articles they’ve read about drip campaigns and formulate complex marketing strategies over the phone – all before they’ve signed up for one of our programs.

So why the hesitation when we ask them what they hope to achieve? By the way, their answer is never, I don’t know.

It may be that the answer is so simple they are caught off guard by the question. Despite their initial reluctance, they always answer, in so many words, that they want to achieve one of the following goals:

• • • Gain new customers
  • • Get existing customers to buy their products more frequently
  • • Get existing customers to buy more products each time they complete a transaction

These are, quite literally, the only possible ways to grow your business and business owners should always be working to achieve all of them.

Because we experience an influx of new, often complex marketing principles on a daily basis, our idea of what we need to accomplish in order to grow becomes obscured by this smokescreen of new apps, features and social media platforms.

When you feel as though growth is stagnating, it’s easy to trick yourself into believing you’re a victim of the rapidly changing times. But the solution to your problem does not necessarily lie within your ad strategy.

It is important for business owners to keep their eye on the ball and ask themselves on a regular basis, which, of these three goals, should I be working to achieve at this time? If one is lacking – there’s your answer.

Yes, you have a wealth of regular customers who come in each week and like your Facebook posts. But they buy the same slice of pizza every time they visit. What can you do convince them to add fries to that order? The answer is simple and has little to do with Facebook, Instagram, or Yelp.

There are several ways to achieve each of these ends, and we are lucky to have many tools to help us grow. But they are merely tools – not solutions.

Never let anyone convince you there is another way to expand your company, because they’re either incorrect or lying to you. Chances are, if they’re lying to you, they’re doing so in order to achieve one or all of the following goals:

• • • Gain new customers
  • • Get existing customers to buy their products more frequently
  • • Get existing customers to buy more products each time they complete a transaction

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