How to Get Better Returns from Your Marketing Budget
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By Nicholas Pandolfi, Business Adviser, New Anglia Growth Hub
One of the most common conversations I have with businesses across Norfolk and Suffolk is about advertising. Whether it’s Google Ads, a local newspaper advert, social media campaigns or commercial radio, the question is usually the same: “What am I actually getting for my money?”
The truth is there is no single right answer.
Google Ads deliver excellent results for thousands of businesses, connecting them with customers who are actively searching for products and services. At the same time, a well-placed advert in a local newspaper or magazine can still be highly effective, particularly for businesses targeting specific communities or demographics.
Radio has changed significantly too. While traditional advertising remains popular, many stations now offer targeted digital advertising through online platforms and smart speakers, allowing businesses to reach audiences in ways that simply were not possible a few years ago. Having worked in radio content earlier in my career, I saw first-hand the impact advertising could have, particularly for businesses prepared to invest consistently over time.
The challenge for many SMEs is balancing opportunity against budget. When money is tight, reducing marketing spend can seem like the obvious choice. However, before investing, or cutting back, I encourage businesses to ask a few key questions:
- Who are you trying to reach?
- Where are those customers spending their time?
- How will you measure success?
- Are you advertising because it delivers results, or because it’s what you’ve always done?
- What does the data tell you?
One simple exercise is to compare performance during periods when advertising is active against periods when it isn’t. Looking at enquiries, sales, website traffic and customer feedback can provide valuable insight.
Ultimately, good marketing is not about following competitors or chasing trends. It starts with understanding your audience and making informed decisions based on evidence rather than assumption. That’s often where the best returns are found.
If you are a micro or small business that is looking to grow, we offer one-to-one advice and coaching, get in touch if you need business support or expert marketing advice. Sign up to our newsletter to receive our blogs into your inbox.
Next step is booking our workshop ‘Demystifying the World of Digital Advertising’ on Thursday 26 November at The Hold in Ipswich!
Lesley van Dijk