More than half of businesses close within the first five years. There are many reasons, but one of them is that they lack a smart communication strategy and don't sell enough.

When they realize they have no positioning or an undesired one and that they need to invest in advertising, they hire a photographer, a videographer, or even an agency.
They post the delivered content on their social media and, apparently, it generates no significant impact.

Did the photographer or videographer know the company's weaknesses, threats, strengths, and opportunities? Did they know how it generates revenue or what its main challenge is? Did they ask about the distribution channels for those advertising pieces? Did they research the company's experience with previous campaigns? Or did they just get paid and deliver something (hopefully) "nice"?

I believe that if you don't understand the problem and its context, you cannot truly help solve it.

And I believe that's where the difference lies between a smart investment in advertising and a senseless expense.