It doesn't matter how much time you spend on crafting your marketing campaign: You have no guarantee at all that your effort will pay off. Sometimes marketing just doesn't work the way you want it to.

If that's something you're going through right now, you're probably wondering whether further investment makes sense.

Instead of giving up on your marketing campaign altogether—or letting go your marketing team—because you aren't getting the results you were counting on, take the following six steps.

1. Start small and scale up

If you're not seeing any progress in a marketing channel, better to instantly cut the cord. That's why smart businesses start with the smallest possible budget, and only once they see tangible results do they begin to scale their campaigns. So, instead of wasting time dwelling on a failed marketing campaign, plan the next one with minimizing opportunity costs in mind.

When you're stuck in a campaign that isn't working, you won't be able to move forward. Admitting defeat might be the last thing you want to do, but you simply have to call it quits and try again.

2. Don't think of failure as just a failure

If the last campaign failed your expectations, looking at it in search of things that actually did work is a must: If you build a new campaign entirely from scratch, you're guaranteed to lose a lot of time and risk making the same mistakes again. You also have to learn what didn't work for you, so you can shift your focus and come up with strategies that actually might.

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David Grover is a communications manager at UK-based Timeo, a useful tool for businesses. He's also a freelance career coach who's always eager to share his experience.