What are the signs that something needs to be done to improve marketing?
Will it be that sales have high and low seasons that need to be balanced?
An indicator that a business needs to improve marketing is if they’re not reaching their marketing goals, whether that be certain sales outcomes, brand awareness, etc… Use return on ad sped (ROAS) to determine the degree of success with paid campaigns. If you’re not seeing a return, then it’s a surefire sign your marketing needs improvement.
Many businesses see seasonality in terms of sales. This is normal for even major companies, so consider your product/service, and whether or not there’s a real reason for it to have seasonality (season-specific products, trends, buy behavior, etc…).
If not, and if you’re trying different marketing strategies, it might be an indicator that certain strategies or campaigns are more effective than others. Granted, this can be difficult to judge though as often marketing efforts do not produce immediate results, so the positive results you see in this moment, may actually stem from a campaign from months ago.
Ideally, you want to use steady marketing campaigns in order to drive steady sales. This involves consistent efforts over a long period of time. This helps create a more proactive approach to marketing, instead of being reactive and using marketing only in an effort to increase sales after seeing a drop in sales.
Hope this helps!