Guest Post: "What Does Marketing Strategy Have to do with Bookkeeping?" by Haley Lynn Gray
I have run across more than a few small business owners - some doing okay for themselves, others not - who take the shotgun approach when it comes to marketing their business. The first key is when they tell me that they have “The Facebook”, and they’re doing “ads”, and they are doing a bit of this and a bit of that.
I know that they are likely trying everything they come across, with little regard for the strategy and overall marketing plan. It’s not that I don’t believe in being spontaneous, or even getting creative with part of your marketing. But the reality is that nearly every piece of your marketing should come together; it should all work together, sort of like an orchestra.
If you start running Facebook ads without a solid presence and good organic reach, the cost of your ads is going to be significantly higher, and the cost per client for acquisition is going to be dramatically higher. In some cases, I’ve seen the cost of a lead being 5-10 times the cost that it would be with a good organic strategy.
The same concept applies to Google Adwords. The lower your SEO ranking, and the less high quality content you have on your website, the higher your cost will be to advertise with Google Adwords.
I see people who toss up a landing page using Web.com, YP.com or others. Unfortunately, if you take this approach, you might be building links to a website that isn’t your own. It won’t help you get that organic reach for your website and you’re losing control of the process. You’ll also end up spending more money for fewer leads, and thus end up with fewer results.
It’s important to have a strategy with all the pieces coming together. Sometimes the tweaks can be tiny, like adding a clear call to action on every blog post, or making a point of collecting email addresses so that you can stay in touch with people via email campaigns. It takes strategy and planning to collect those email addresses and to execute a well thought-out marketing campaign. By thinking through how all of the pieces should work, and with help from a strategist if you need one, you can end up saving a lot of money.
Every business needs a strategy and a budget. So does a marketing plan. Everything should be measured, and data should be collected on how your system is performing so that it can be tweaked and improved. Do these steps for every aspect of your business and you will see savings and a healthier bottom line.
Haley Lynn Gray is CEO and Founder of Leadership Girl, a digital marketing agency, where she uses her skills as a sales and marketing strategist and social media expert to help small business owners grow their business.She combines her years of real-life and business experiences with her MBA from Duke’s Fuqua School of Business to benefit her clients. Haley works with them closely to set goals and put processes in place so they can achieve and exceed their goals.
Haley, along with her team, can also help with social media management, website updates, drip campaign management, and all aspects of business marketing.
In addition to running her business, Haley is a mom of four, a Girl Scout Leader and an author of two best-selling books. Haley is truly passionate about helping entrepreneurs achieve their potential, and empowers them to overcome obstacles in entrepreneurial ventures. www.leadershipgirl.com
Raising a Business from a Puppy
This past weekend, after months of my boys wearing me down, we went to the animal shelter and adopted a puppy. And not just any puppy, but a hound/terrier mix that is estimated to reach 65 pounds at adulthood. After a lifetime of owning tiny dogs (mostly Pomeranians), I knew Charlie would be a new adventure.
As we have been adapting to a puppy-friendly house, I have been thinking about how similar raising a puppy is to growing a business. There are similar challenges, but similar strategies to face them, as well.
Hav
e set rules.
The first thing I did was to set ground rules early on, before the puppy had even set foot in the house. I reminded my sons that he was never to be fed people food, not allowed on the furniture, and that allowing him to roughhouse and "play-bite" was a bad idea.
In a business, it's also easier to practice good habits early on, and to avoid the bad ones. Getting into the practice of having separation of duties and staying on top of bookkeeping is easier when your business is small, and sets you up for success as your company grows.
Protect your assets.
Charlie has a crate he sleeps in and to which he is confined whenever the family isn't home. We have also stressed to the boys the importance of keeping toys and other valuables off the floor and in their rooms, where they are safe from puppy teeth. (I learned the lesson myself, when a laptop cord I'd left next to my desk was chewed through the first day.)
A new business, if not well-protected, can be even more destructive for an owner. Not having the proper insurance or levels of separation can not only be disastrous for the business, but can bankrupt you personally. And since none of those protections can be applied retroactively, it is best to have them early on, before you need them.
Get help from the experts. 
I know a lot about animals, but I also know I can't be an expert in every area. We have a veterinarian to help take care of our pets' health. I may be comfortable giving the dog a bath, but I still prefer to take him to a professional groomer for things like a nail trim. And though we are reinforcing training at home, we already have Charlie signed up for puppy training classes. I don't have the time to provide absolutely everything Charlie could need, and there are experts who can offer those services much more efficiently than I ever could.
Businesses also need a lot of help, and it doesn't make sense for the owners to handle everything. Even if you're planning on doing your books yourself, get an expert to help set-up and train your and your staff. If you wait until your business is large to come up with a bookkeeping solution, you'll have an unmanageable beast on your hands.