When I was a cub business reporter early in my career, my editor told me that marketing was the easiest of the concepts I would have to grasp to write for our audience of entrepreneurs.
I’m not so sure about that anymore.
Choosing how to spend your marketing budget is quite complicated in normal times, but when budgets are tight, the decisions you make with your strategy, finances and return on investment increase.
I’m likely not telling you anything you’re not thinking about when you meet with your team or find yourself awake at 2 AM. What I hope I can give you are some straightforward guideposts to use when you don’t have unlimited funds to spend on marketing and you’re making those decisions on what to cut and what to keep.