Build a Solid Foundation Before Advertising

Written by Nick Stamoulis

When it comes to digital marketing, there are a few methods you can utilize to get your business recognized online. Advertising, such as pay per click and social media advertising, is something that could really have a positive impact. However, companies often make the mistake of relying too heavily on advertising, and this puts the company at a disadvantage.

One of the biggest mistakes that they make is starting their advertising campaigns too soon in the process. It is important to remember that advertising shouldn’t be done before a solid foundation is built.

Digital Marketing is a Long Term Process

It is important that digital marketing is a long term process. Often, people are attracted to advertising opportunities because they know that it has the potential to achieve results quickly. The thinking is that as long as you have the right amount of money, your advertising efforts will pay off. Well, unless time is spent building the fundamentals, like excellent content on the website and a good social media presence, your advertising efforts will all be for nothing. Marketing requires long term thinking, and even though advertising can really enhance the process, if it is done too soon, you could simply be wasting your money.

Advertising Too Soon Wastes Money

We see this all the time. Clients are eager to see their businesses improve so they begin to winder about digital advertising. Maybe they had run a PPC campaign in the past and the results were good. Or perhaps they are simply impatient and they are looking for an easy way to see quick results. The problem is that without a good foundation, you could be wasting your time. At the very least, it is important to understand that a good, consistent marketing program needs to be in place before pumping resources into ad spend.

Foundations of Digital Marketing

So, what are the foundations of digital marketing? In general, you want to make sure that your website is optimized to maximize results. How does the site itself convert? How is the usability? Are you happy with your content? Do you have a good social media presence? At the very least, before you begin advertising, you should have a clear idea of what you need to do to accomplish your goals.

For example, SEO will help attract the right people to your site, but it takes a while to see a big improvement in this area. Once your program is set up and you begin executing it, then it could be a good time to consider adding advertising to the mix. As you consistently perform your foundational activities, such as post new content and develop your social media presence, this is a good time to start adding advertising to your program.

As you can see, advertising can definitely help enhance your results. However, it is important not to do it too soon. If you do, you could be wasting your money considerably.

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