Have you ever heard the saying “Don’t try to teach a pig to sing; it…
8 Reasons Your Marketing Strategy Is Not What It Should Be
Fact: Most Small Business owners aren’t marketing experts.
We all have a base understanding of advertising and how it works, but with little hands-on experience, when things start to go wrong, it can be hard to pinpoint exactly why.
Well, not to toot my own horn, but I am a marketing expert (toot-toot) and from my experience of working with numerous Small Businesses to transform their marketing strategies, when things don’t seem to be ‘where they should be’ it’s usually because of one of these 8 reasons:
1. You don’t actually have a strategy.
I’m not sure how much more simply I can say this, “Your plan will never succeed if you don’t even have a plan to start with.” Ask any professional athlete, and they won’t tell you that they got to that paramount game or race or competition and ‘winged it’. They had a plan from the beginning, and they perfected it.
2. You haven’t set goals.
A big part of any plan or strategy is deciding what you ultimately want to achieve. You might have put your steps to success in place, but you need to decide what success looks like to you in order for them to be truly effective.
3. You don’t understand your clients.
This is a big one. Marketing is not just about your business, it’s equally (if not more) about your clients. It’s about communicating with your clients, engaging them, wooing them so that when the time comes to make a decision, they’ll choose your business.
But if you don’t know who your clients are, what they’re looking for from your business, and how they want to be interacted with, then you won’t get very far.
4. You’re afraid to step into the 21st century.
Maybe you’re not on Facebook or Youtube or listening to podcasts but trust me when I tell you, the majority of people are. 21st-century marketing hinges on having a strong online presence, which means that whether or not it’s your personal preferred method of communication, your business needs to be utilising social media channels, search engines like Google, and needs to have a strong website.
5. You’re not using the right mediums.
Another fact of 21st-century life is there are so many different channels to get your message out there! There’s television, radio, magazines, online articles, podcasts, video series, and so many social media platforms.
Deciding which ones to invest your time into can get confusing, but that’s where a little bit of research into your target market and where they’re spending their time will go a long way.
6. You don’t give your customers a chance to act.
In marketing lingo, we call this a ‘call to action’. That means that when you post that great video to Facebook highlighting your new product, you should also include a link to where your customers can learn more about and buy said product. When you plug your monthly newsletter, you should give your followers a chance to hit subscribe, and so on and so on.
The call to action will change depending on the content and what your current goal is but the point is if you don’t entice your clients to act, and give them an easy method to do so, then chances are they won’t.
7. You’re over-promising and under-delivering.
When it comes to marketing a simple rule of thumb is don’t lie. Sure you want to highlight the best aspects of your business, but if you start spinning white lies here and there to make your product or service sound grander than it is then people are going to notice, and they’re not going to be happy.
Always make a point of delivering what you promise, and that starts by only promising what you can deliver.
8. You’re running a sprint not a marathon.
Unfortunately, Rome was not built in a day, and a strong business with a loyal customer-base is typically not achieved overnight. Perhaps the reason you aren’t seeing the results you wanted, is not because your strategy isn’t working, but because your timeframes are unrealistic.
Marketing is a marathon, not a sprint; it’s about gradually gaining momentum in order to continually propel your business forward at a sustainable pace.
If you’ve been guilty of one or a few or all of these mistakes, don’t worry!
As we fast approach the busy Christmas season, there’s really no time like the present to take a look at your marketing strategy and get it up to scratch so that your business can reap the benefits.
“The opinions expressed by Smallville Contributors are their own, not those of www.smallville.com.au"
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