No business can survive without the support of its customers. However, a company can’t survive if it is carrying too much debt. Therefore, what should a business owner do when he or she needs money for marketing? Is it ever a good idea to take a loan to buy television, internet or any other type of advertising?
How Will You Get the Money?
It is important to understand that no two loans are the same. For instance, an unsecured business loan may come at an interest rate of 5 percent without putting personal or business assets at risk. However, failing to repay title loans could lead to losing your vehicle if you can’t repay it on time.
Therefore, part of your decision involves looking at the risk you incur by borrowing money for advertisements versus the opportunity cost of not marketing to potential customers.
What Are the Odds That the Marketing Campaign Works?
If you honestly believe that you can make a suitable return on your investment, you should borrow the money immediately.
However, if you have any doubts about the success of such a campaign, it may be better to do more research about how you plan to market to your target customer. Remember, when measuring return on investment, you have to account for interest and other fees paid on top of the principal borrowed.
Can You Make Adjustment as the Campaign Goes On?
One of the advantages of online marketing is that you can analyze and tweak your campaign while it is ongoing. It may also be possible to run multiple versions of an ad on the same platform or on different platforms without going over your budget.
Therefore, it may be possible to determine which types of ads work best after the campaign starts and make changes that increase your return on investment. That may be the best strategy for a small company or one run and operated by a single person.
Can You Put a Stop to an Unsuccessful Campaign?
Another advantage to online advertising is that you may be able to stop a campaign at any time. Assuming that you can suspend or stop a campaign at any time, it may be worth the risk to borrow money to pay for advertising. This is because the entire budget won’t be at risk if something goes wrong, which may make it easier to repay whatever you do spend.
How Long Will It Take to Realize the Return on Your Investment?
If you do manage to increase revenues because of your advertising campaign, how long will it take you to actually see that money? In some cases, you may not get paid for days, weeks or months after a purchase is made. This is something that you should account for when you analyze whether or not it makes sense to put advertising expenses on a credit card or otherwise borrow to meet those expenses.
Can the Cost of Marketing Be Considered a Business Expense?
In most cases, the interest that you pay on a loan is considered a business expense. However, the principal balance of that loan may not be. Therefore, you should talk to an accountant or to a tax professional to determine if you gain any tax relief from your decision to borrow to meet marketing costs.
Borrowing money to finance a business venture is never a decision to be taken lightly. It is critical that you take the time to figure out how you will repay the loan and how long it may take to do so. Prior to starting any marketing campaign, you should be reasonably confident that your research was solid and that it will yield a positive return on your investment. 🙂