It would be just fine and dandy if marketing were a fully-predictable animal. You plug in some good material and messaging, and you get new sales, more knocks on your door, and some modest version of fame and fortune as the output.
You might put a ton of thought into a new content marketing or ad campaign. Maybe, you even spend countless hours and days on tone of voice, types of media, the offer you’re going to make, and the steps that will move respondents through the buyer journey.
But without enough money put towards promotion, it can all fall flat. The lack of an adequate promotion engine — and in digital marketing, you have options ranging from highly-targeted social media ads to PPC, and from banner ads to influencer outreach — means a campaign will falter on reaching its intended audience, and your overall ROI will fall short.
How to Succeed Instead
You should invest 50% (or even better, 100%) of the creative budget on actually promoting the campaign, to make sure enough of the right people see your marketing messages.
For every marketing effort that fails, there’s a pitfall (or two) that could’ve been addressed from the get-go, and a course change that would have made the campaign successful. To turn your next campaign into gold, be aware of the potential cracks in the ground and follow the above best practices.