Metricool is my favorite scheduler for social media because it covers pretty much every platform and even lets you schedule reels. Best of all, it provides you with the best analytics around. It has completely changed my marketing game.

Jennifer Elia

3/24/20231 min read

woman biting pencil while sitting on chair in front of computer during daytime
woman biting pencil while sitting on chair in front of computer during daytime

Marketing is an Investment not an Expense

This is the primary difference between marketing and advertising. While advertising can be an investment in exposure and reaching new demographics, it is completely dependent upon your ad spend. You stop spending, your ads stop advertising.

Marketing is different. It is not directly connected to dollars. When you market your business, you invest in your public perception, audience building, and name recognition. The aim is to get people talking and spread your company's message or mission.

What is Spend in Marketing?

This doesn't mean that marketing is free, however, many times the vehicles are. Investments include strategies, software to orchestrate campaigns, and assets. All can pay back amazing dividends. In fact, before you ever consider spending money on advertising, you need a solid marketing presence. This is important on a practical level, but also in terms of algorithms. Your ad spend will go further when you have created an effective online presence, which is the heart of marketing.

How should I Invest in Marketing?

Start with understanding marketing strategy, messaging, and how to create organic growth. These will set you up to run effective campaigns for the long haul. However, you do not just want flashy pictures and trendy posts for digital marketing. It is much more than being active on social. You need a plan that is closely connected with driving sales.

Everyone wants sales. Few consider bridging that gap between marketing and making sales. Before you invest anything, find a trusted professional who understands both. (It is a rare thing these days.)