It seems that every small business owner I know who implements their own marketing campaigns or hires a firm to do so without really doing their due diligence about the firm, complains about not seeing an ROI despite using pretty much every online marketing service (e.g. SEO, PPC, Facebook Ads, etc.).
Unfortunately, it’s common for many online marketers to focus on different online marketing channels rather than the planning of marketing messages and defining target markets. These are vital steps that should occur before thinking about what marketing channels to use.
Effective marketing relies on taking the time to plan a good marketing strategy. It’s important to have marketing strategy fundamentals that will help make your online, and offline, marketing efforts more effective so you can start seeing an ROI.