From FOMO to ROI: 5 Ways Businesses can Lose Money in Marketing Spending and How To Fix Them

Published on
May 15, 2023
Written by
Ekky Pramana

Marketing is an essential aspect of any business, but it can also be one of its most significant expenses. As companies look to grow and expand their reach, marketing and advertising costs can quickly add up, making it essential to find ways to spend marketing dollars efficiently and effectively. Companies may lose money daily due to ineffective marketing strategies that fail to connect with their target audience, resulting in missed opportunities and lost sales.

In this article, we will explore some common ways companies lose money on their marketing spend and provide actionable tips on preventing these losses. By taking a more strategic approach to marketing and avoiding common pitfalls, businesses can improve their ROI and grow their revenue without breaking the bank.

#1 Poor targeting

Poor targeting in marketing can be costly for companies in several ways. When a company needs to identify and reach its target audience correctly, it risks wasting money on marketing efforts that do not convert into sales or generate a positive ROI.

Poor targeting can be a costly mistake for companies in terms of wasted resources, missed opportunities, and damage to brand reputation. By taking the time to identify and understand their target audience, companies can improve the effectiveness of their marketing efforts and generate a better return on investment.

#2 Poor website design and UX

Suppose a company's website is poorly designed or has a bad user experience. In that case, it can result in a waste of marketing spend, as the traffic generated by marketing efforts is not effectively converted into sales. Bad design and UX can hinder a business' marketing performance, such as low conversion and engagement rates, high bounce rates, poor brand perception, and limited reach.

Website and landing page design and UX are critical factors in a business's marketing performance. By investing in a user-friendly website and landing page design, companies can improve conversion rates, reduce bounce rates, enhance brand perception, and maximize the effectiveness of their marketing efforts.

#3 Lack of social media presence

Social media is a powerful tool for building brand awareness and engaging consumers. Failing to have a strong brand representation on social media can lead to wasted marketing spend and resources.

Firstly, social media is essential for businesses to connect with their target audience, build brand awareness and loyalty, and generate leads and sales. Companies risk missing out on these valuable opportunities without an active and engaging social media presence.

Secondly, social media is a highly competitive landscape and businesses that fail to stand out or engage with their audience risk losing their attention to their competitors. As such, social media marketing requires a thoughtful and strategic approach, which includes creating relevant and engaging content, maintaining consistent brand messaging, and engaging with followers regularly.

Businesses need to pay attention to social media to avoid wasting marketing resources on content that fails to resonate with their target audience and ultimately missing out on the potential ROI social media can deliver.

#4 Overpaying for ads

Overpaying for ads is a common mistake that can waste marketing spend and reduce ROI. Businesses must carefully evaluate their ad spend and targeting strategies to ensure they use their marketing budgets effectively and maximise ROI. This optimisation can happen in a few different ways.

First, if ads are not targeted effectively, businesses end up paying for an audience that is too broad or uninterested in their product or service, leading to a low conversion rate and wasted ad spending.

Second, overpaying for ads can limit a business's marketing budget, leaving less room for other essential activities such as content creation or SEO.

Finally, overpaying for ads can lead to ad fatigue, where the same ad is shown too frequently to the same audience, leading to reduced engagement and ultimately wasted ad spend. Additionally, a high cost per acquisition can result in a low ROI, especially if it exceeds the customer's lifetime value (LTV).

To avoid wasted spending, businesses should carefully evaluate their ad targeting and spending strategies to ensure they use their marketing budgets effectively and maximise ROI. This can include targeting specific audience segments, monitoring ad frequency, and regularly analysing the performance of ads to optimise spend and improve ROI.

With our unlimited cashback program, Aspire's virtual debit card could help your business save more. Get up to 5% cashback on every ad spend you do on Google Ads, Facebook Ads, TikTok Ads, and more. Apply today.

#5 Not keeping up with industry trends

Failing to keep up with industry trends can lead to wasted marketing spend and missed opportunities. Consumer behaviour and preferences constantly evolve, and not keeping up with these trends can result in campaigns that fail to connect with potential customers. Additionally, keeping up with trends provides valuable insights into emerging technologies, new channels, and best practices to help businesses stay ahead of their competition.

If a business insists on not keeping up with industry trends, this can result in a lack of innovation and stagnant growth. Relying too much on old strategies can lead to reduced ROI and missed opportunities to capture or retain new customers.

Conversely, businesses that embrace innovation and industry trends are more likely to create exciting and engaging campaigns that capture the attention of their target audience and deliver measurable results.

Measure to cut costs on marketing ad spend

There are several measures that companies can take to cut costs on marketing and ad spend while still maintaining effective marketing efforts. Here are some suggestions:

  • Set a clear budget: Establish and stick to a clear marketing budget. This will help you keep track of your expenses and ensure you spend on marketing and advertising effectively.
  • Focus on high-performing channels: Identify the marketing channels that are most effective for your business and allocate more resources to those channels.
  • Optimise campaigns: Continuously monitor and optimise your marketing campaigns to identify areas that can be improved. This includes regularly reviewing data and performance metrics, making data-driven decisions, and refining strategies to maximise results.
  • Leverage organic marketing efforts: Organic marketing efforts, such as content marketing, email marketing, social media management, and search engine optimisation, can be cost-effective ways to generate leads and engage with customers without relying solely on paid advertising.
  • Use remarketing strategies: Remarketing allows you to target users who have already shown interest in your products or services, which can be more cost-effective than targeting new users.
  • Test and optimise ad creatives: Continuously test and optimise your ad creatives, including headlines, images, and ad copy, to improve their performance. By finding the most effective ad creatives, you can increase click-through rates (CTR) and conversion rates, resulting in better ROI and lower ad spend.
  • Utilise marketing automation: Marketing automation tools can help streamline your marketing efforts and reduce labour costs by automating repetitive tasks such as email marketing, social media scheduling, and lead nurturing. This can help you optimise your marketing processes and save on labour costs.
  • Cut non-performing campaigns: Regularly review your marketing campaigns and cut out campaigns that are not delivering results. This can help eliminate wasteful spending on underperforming campaigns and reallocate those resources to more effective strategies.

By implementing these measures, you can cut marketing and ad spend costs while maintaining an effective marketing strategy. Remember always to analyse data, test, and optimise your efforts to ensure you get the best possible return on your marketing investment.

About Aspire

Aspire is the all-in-one finance software for new-age businesses. The company serves over 15,000 startups and SMBs in Southeast Asia, helping them save time and money with multi-currency accounts and cards, expense management, payable management, and receivable management solutions - all in one account.

Headquartered in Singapore, Aspire has over 400 employees across four countries and is backed by global top tier VCs, including Sequoia, Lightspeed, and Y-Combinator.

With our unlimited cashback program, Aspire's virtual debit card could help your business save more. Get up to 5% cashback on every ad spend you do on Google Ads, Facebook Ads, TikTok Ads, and more. Apply today.

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ABOUT THE AUTHOR
Ekky Pramana is a seasoned writer specialising in business finance and management. With a writing history at Tech in Asia, Teknoverso, and various other publishers, he leverages his market expertise to empower and educate first-time founders in managing their businesses better.
Ekky Pramana
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