How much should I allocate to my marketing budget? This question comes to me in many forms. It could be, “How much should I spend on marketing,” or, “How much should I spend on advertising?” The answer I always give is, “Do you have a working customer factory?”
A Working Customer Factory?
Yes, a working customer factory. If you have never heard that phrase before, you should read Ash Maurya’s book, “Scaling Lean.” ‘Customer factory’ describes the effects of having a working marketing funnel. If you have a factory where traffic coming in on the one side equals money going out on the other side, then you should scale up your marketing budget as fast, and by as much, as you can with respect to your cash flow. For example, if you have a thirty-day window from the time you have to spend on advertising to the time that you get your money back from real customers then, allowing for that delay, you should spend as much as you can on marketing because you are guaranteed a return on investment.
Unfortunately, most people do not have a working customer factory, which is often why they come to us for help. Advertising on Facebook or Adwords does not guarantee ROI. The only guarantee is that you can reach the people on those platforms with a given message.
Building A Customer Factory Is A Whole Different Challenge
You need to understand who your customer is, what their problem is, how you are going to solve that problem to generate income, and how you are going to position your offer so that your customers take action and purchase the product or solution from you at a sufficient margin to justify the cost of the acquisition. While you are building a customer factory, ROI is not guaranteed. You should go for ROI on a very small marketing budget because the real cost at this point is time and waste. Keep in mind that spending more money while you are building your customer factory does not speed up the building process. In fact, increasing the budget often means that you are more active and, if you are not clear on your customer-solution-fit, you can slow down the process instead of speeding it up, creating chaos when you should be creating order. When trying to build a complex machine in a factory, adding more people to the project will not necessarily speed up the process because the whole system needs to work as a seamless unit. If the people working on the one part are not in perfect synchronisation with the people working on the other sections, your result will be a machine that will not even start. We often see customers who have engaged a marketing agency, and when they cannot gain ROI month after month, they increase their budget. However, this still won’t work and so they say, “Adwords don’t work,” or “Facebook doesn’t work.” In reality, deep within the mixture of keywords, ads, landing pages, calls to action, and conversion tracking, nobody on that project could actually say with conviction what it takes to buy a customer. The actual problem was more than likely to have been that nobody clearly understood the problem faced by the customer or how to position the product or service so that the customer responded.
The beauty of digital marketing is that you can have those answers, and all the necessary tools that will allow you to receive the data, and create structured experiments faster and more cost effectively than ever before. However, the discipline to be able to do that is difficult to find.
In conclusion, if you haven’t successfully been able to create a working customer factory, you should not increase your ads budget. If you find someone who knows how to do this, are if you are willing to spend the smallest amount of money possible, and until you have worked out how to deliberately buy a customer at a profit, only then do you increase your marketing budget.
If you would like us to help you with this, click here to book a brainstorming session or a lean canvas session with us, and we will unpack the leverage points within your business and look into building you your own customer factory.
Photo by Fabian Blank on Unsplash