As the intensity level ratchets up for marketers of all stripes - CMOs, VPs of Marketing, Directors of Marketing, Marketing Managers and small business owners - in their quest to develop and finalize their marketing plans for 2013, it's easy for them to get lost in the details of planning and stray from the strategic vision.
I've seen the data regarding small and medium sized businesses' marketing budgets and for businesses with under 25 employees it's pretty limited - between 55 and 62%, depending on which survey results you look at, of the companies surveyed indicate they spend less than $2,000 annually. What I've been hearing lately in conversations with a wide variety of business owners is that they know their budgets are small and ideally they would like to increase them but don't see a clear pathway in which to do it.
Last week, we took a look at various ways to determine if your inbound marketing plan is working. We discussed establishing baseline metrics for the key components of your inbound marketing strategy.
In my last post, I wrote about one of the more frequently asked questions about Inbound Marketing – (you can find that here) – and wanted to follow that up with another oft-asked question – how will I know if my inbound marketing investment is paying off?