Small Business Optimism

A recent CBS report indicated small business optimism is continuing to decline. Unfortunately, this is the reality of doing business in the current economic climate, and for the business featured in the CBS interview, it comes despite aggressive marketing.



Does this mean marketing dollars have been wasted? Absolutely not! Can you imagine what this business owner's outlook would be if he wasn't aggressively marketing his business? In a tight economy, it's a tough decision to market aggressively, especially when business owners need to find ways to cut back. But drastically reducing or eliminating marketing is like cutting off your nose to spite your face.

Instead of eliminating or greatly reducing their investment in marketing, business owners should seriously consider evaluating how their marketing dollars are performing for their company. Many may not want to admit this, but it's a prudent idea to have an expert in marketing help with this task. That way, a business owner can be confident any revisions to the marketing plan will be favorable toward maximizing ROI.

Remember, marketing is an investment (not an expense) that is vitally important if you want to remain in business.