My Massive Marketing Mistake: Why It’s Dangerous to Cut Digital Marketing Costs

It’s been 15 years, and this mistake I made still haunts me.

I’d just finished my first year as a sales and marketing manager. By all accounts, it was a tremendous success. In my first year at the company, before I was promoted to management, our strategies helped grow our revenue from around 2.6 million a year, laying a strong foundation for business growth.

Using our marketing resources and a digital marketing-first approach, I revamped our whole marketing strategy, raising that number to 4.5 – 4.8 million a year in revenue. That’s a growth of around 75 percent!

It was a fantastic first year. But what I didn’t know at the time was that there were actually some operational challenges going on, and it was much worse than I could have imagined.

The Problems Beneath the Surface

What I wasn’t privy to was that every new project our company sold at the time was losing money. So when I made these changes, I was essentially pouring gasoline on this operational fire. So, instead of the company losing a little bit of money, we were suddenly losing a lot of money.

The leadership team quickly came together to face the mandate to cut costs. When it came to reducing costs, I had two options to consider.

1. The marketing budget
2. Staff

I was determined to protect our team because they were great people, and I wanted to keep all of them. This is where my critical error occurred. To try to save my team and my company, I turned my attention to the marketing budget.

My Critical Error

Being a data-driven marketer, well-versed in our return on investment and the impact of our marketing operations, I knew exactly what our cost per lead was from various marketing resources. I chose to cut the bottom performing 25 percent of our marketing budget. This was a significant cut (high five figures), enough to satisfy company leadership.

Fast forward a year… this cut led to a seven-figure decline in our top-line revenue. Just because that portion of the marketing spend was bottom-performing doesn’t mean it wasn’t performing. Additionally, attribution isn’t perfect – there were larger impacts of our marketing activities that weren’t fully appreciable based on the attribution data we had at the time.

The job security I had been so concerned about for our staff was ultimately compromised. This was my responsibility.

The Hard Learned Lesson

As the owner of a marketing agency, I encounter many businesses that face similar decisions. Not everyone has to make such tough calls, but there is a consistent group of companies that do, and I see them making the same mistake repeatedly. They cut from the marketing budget and consequently, their top-line revenue suffers, limiting their long-term growth.

My key takeaway from this experience is that when you need to reduce costs, it’s crucial to ensure you’re not inadvertently harming your revenue streams in the process.

If you’re looking for an agency that has lived through and actually learned from past mistakes, contact us or get a proposal. Don’t let history repeat itself.