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The Only 3 Things Your Marketing Should Be Doing (And How to Prove It's Working)

Every day, businesses pour money into marketing without truly understanding what's working and what isn't. Here's a game-changing perspective that will transform how you think about your marketing strategy: your marketing can only ever be doing one of three things. That's it. Just three.


We made a video about this topic if you prefer to listen 👇



The Marketing Trinity

Picture this: You're sitting at your desk, looking at your marketing budget, and wondering if you're spending it in the right places. It's a common challenge, but there's a simple framework that cuts through the complexity. Every marketing activity should be:

  1. Creating an immediate sale

  2. Moving potential customers closer to a sale

  3. Bringing brand new potential customers into your pipeline


The Real Numbers Behind Marketing Success

The data speaks volumes about why this three-pronged approach is crucial in today's landscape. According to recent industry data, 83% of marketing leaders now consider demonstrating ROI their top priority. The reason is clear: when done right, the returns are remarkable.


Consider email marketing – it averages an ROI of 4,200%. That's $42 for every dollar spent.


The key is understanding exactly which part of the marketing trinity it's serving. Is it driving immediate sales? Building trust? Or attracting new prospects?

The numbers for customer acquisition costs (CAC) tell an important story too. In the retail sector, the average CAC is around $41.36, while industries like healthcare see costs around $365.62 per customer. These figures underscore why resources can't be wasted on marketing activities that don't serve one of the three core purposes.


Market leaders are already embracing this approach. Recent studies show that brands using dynamic, targeted content consistently achieve an ROI of 44:1, compared to 36:1 for those who don't. This is the power of aligning every marketing dollar with a clear purpose.


The Common Marketing Trap

It's a familiar scene in marketing meetings across the country. Teams proudly present their marketing system: "Look, we're doing paid ads, we're active on social media, we have some influencer partnerships – and we're making money!"


While that enthusiasm is great, there's often a hidden problem: their marketing system resembles a leaky bucket. Here's a practical example that illustrates the point.





Proving What Works: The Real Talk

Here's how to prove each of the three main objectives is working:


Revenue Drivers

This goes beyond counting sales. The complete picture includes every cost to acquire that customer – ad spend, staff time, creative costs, the whole package. The goal is straightforward: ensure the cost to acquire a customer is less than their lifetime value to the business.


Trust Builders

Marketing drives action. If people aren't taking action, something needs adjustment. For websites, look beyond visitor counts to understand behavior patterns. Are users exploring multiple pages or bouncing right off? For social media, meaningful engagement that moves people closer to purchase matters more than viral metrics.


Customer Attractors

Quality trumps quantity every time. When working with influencers or creating content to attract new audiences, reaching the right people is paramount. A million views from non-prospects has less value than a hundred views from ideal customers.


Making It All Work Together

The secret sauce combines data, measurement, and intention. The most effective approach starts with identifying what's already working best and scaling that up first. Then, supporting elements can be strengthened while removing any roadblocks.

Here's a proven action plan:

  1. Identify your biggest revenue driver

  2. Find the marketing elements that support it

  3. Remove anything that's getting in the way


Successful marketing isn't about doing everything – it's about doing the right things, measuring what matters, and continuously optimizing based on real data.




The Impact of Strategic Marketing Optimization

The numbers tell a compelling story about the value of this strategic approach. According to recent data, companies that regularly conduct marketing audits are 60% more likely to achieve their growth targets. This isn't surprising when you consider that organized marketers are 397% more likely to report success in their campaigns.


In today's landscape, where marketing budgets have tightened to 7.7% of company revenues, the need for strategic optimization has never been more critical. Smart companies are responding by adopting the 70/20/10 rule for budget allocation: 70% goes to proven tactics, 20% to innovative strategies, and 10% to experimental initiatives. This balanced approach ensures both stability and growth potential.


The most successful organizations aren't just measuring success – they're redefining it. While 41% of marketers measure their strategy through sales, the true leaders are looking at the complete picture: customer acquisition costs, lifetime value, and the effectiveness of each marketing channel in serving one of the three core purposes outlined above.


Ready to make your marketing more intentional and effective? Start by auditing your current activities against these three objectives. The results might be surprising – and transformative.

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