Many of my prospects often ask the same three questions when they're considering investing in marketing and advertising:

1. "If I invest in marketing and advertising, what will my return on investment be?"
2. "How long will it take to see a return on my investment?"
3. "Do you guarantee results?"

My response to these questions is always a question of my own:

1. "How hard is it for your best propects find, review, and choose your business online today?"

Answering this question usually leads to a more in-depth discussion. When I began my career in marketing, there were only four major TV networks and a handful of cable channels. However, today's consumers spend almost six hours online per day, compared to less than two hours with connected television and cable. Consumers have endless media options available to them, and it's crucial for businesses to be present along the customer journey. With consumers having so many media choices, it’s harder than ever for business owners to reach their best customers.

That’s why the answer to the question, how hard is it for your best prospects to find, review, and choose your business online today is so important. It’s help identify gaps that could lead to lost business and marks the starting point of building a strong marketing strategy.