There are a few owners who may think the question is “Should I advertise and market?” But the truth is, that deep down, they all KNOW they should! What it comes down to, however, is the monetary investment and/or time investment in marketing and advertising. And so the quandary becomes “how much and where should I spend it?”
But even BEFORE you answer that question there is another that you need to ask and answer honestly before spending any money and that’s this: “What is your desired result from spending money on marketing?” Is it quick SALES to get cash flow going? Or is is AWARENESS to really get your name/brand out there further to generate inquiries about your product or service.
Most businesses I speak with want the “quick wins” and something that is a measurable return-on-investment. Those types of campaigns are quite different than an awareness campaign.
Marketing ROI vs Brand Awareness
That distinction matters more than most people realize.
A quick-win, ROI-driven campaign is designed to create action now! These are the campaigns where you can track phone calls, form fills, appointment bookings, foot traffic, or online purchases. They’re tactical, targeted, and usually time-bound. Think promotions, limited-time offers, seasonal pushes, or problem-solution messaging that hits a pain point head-on. These campaigns answer the question: “How do I get someone to raise their hand today?”
A brand awareness campaign, on the other hand, plays the long game. It’s about visibility, credibility, and familiarity. Awareness isn’t asking someone to buy right now — it’s making sure that when they are ready, your name is the one they remember. These campaigns are built around storytelling, consistency, and repetition. They answer a different question: “Do people even know we exist, and do they trust us?”
Here’s where many businesses get tripped up.
They want fast sales… but they also don’t have strong awareness yet. That’s like turning on the open sign in a town where no one knows your store is there. You might get a few walk-ins, but you’re fighting an uphill battle because the groundwork hasn’t been laid.
On the flip side, some businesses invest in awareness only — logos, boosted posts, “branding” — and then feel frustrated when the phone doesn’t ring. Awareness without a clear call to action can feel good, but it rarely feels profitable in the short term.
The most effective marketing strategies don’t choose one or the other. They align the strategy to the goal — and often layer the two together intentionally.
If your goal is cash flow, your messaging, platforms, budget, and timeline need to support conversion.
If your goal is growth and stability, your marketing needs to build recognition and trust over time.
And if you want both? Then you need to be honest about what portion of your budget is working for today and what portion is working for tomorrow.
That’s why the question isn’t really “How much should I spend?”
It’s “What job do I need my marketing to do right now?”
Once that’s clear, where you spend and how you spend suddenly becomes a lot easier — and a lot smarter.
Hope this helps!
Remember, I work with small businesses everyday and don’t mind if you give me a call to bounce ideas off of me or ask questions. I welcome it! Reach out anytime.
