Small Business marketing can be tricky. Most small business owners don’t get why they need to market their business the same way the big guys do. Just on a smaller scale. Without the right marketing there is a slim chance that your next customer will walk through the door. Here are the TOP 3 reasons why small businesses fail marketing.
1.) You Try to Do It Yourself
Yeah, we know, you would get marketing help if you could trust it, or afford it. Yes, it’s true that many marketing firms are too expensive for many small businesses. However, if you believe in the benefits of smart marketing there is a Cincinnati Marketing Company that your small business can afford. You just may have to invest the time to find and qualify them. And, the better you’re able to qualify them, the more you’ll be able to trust them.
One business owner who knew the value of investing in marketing expertise was Steve Jobs. Apple incorporated on January 3rd, 1977, and within the year was running ads created by an outside agency. Great, creative marketing has been a driving force behind Apple’s stellar success ever since. As the very wise Anita Campbell, Founder of Small Business Trends, says:
2.) You Hire Marketing Help, But it’s the Wrong Marketing Help
Unfortunately, most small business owners don’t know what they don’t know, which makes it easy for them to be misled. It’s kind of a Catch 22. Because while they may be smart enough to know they’re not marketing experts, it’s very tough to be smart enough to know who is. Getting referrals helps, but it’s not enough. So, to know how to qualify marketing help here’s part one of a three-part series on it.
3.) You Don’t Have a Realistic Definition of Success
“Success” can mean a billion different things to a billion different people. Plus, every situation is different. For example, if you’re offering a coupon or running a sale it’s easier to define success than if you’re rebranding your business with a new logo or website. Obviously, that doesn’t mean that an new logo or website is any less important.
My point is that the idea of “success” is something to be discussed upfront and can change as you expand on your marketing plan. This is where an outside marketing professional’s experience will definitively help. Because not only will they know more about marketing than you, but they’ll also have a more objective perspective. And, that objectivity is key. Assuming you’re able to come to an agreement about what a successful effort might look like you’ll then be in a much better position to move forward with confidence and try to achieve it.
It’s unfortunate how often business owners and outside marketing resources move forward without doing this and then end up equally disgruntled.
It truly kills me to see frustrated small business owners struggling because they’ve never figured out how to resolve their marketing issues. Does this help?
Your next challenge is to figure out how you are going to fix your small business marketing. Don’t look at this like a quick fix but a long term solution to growing your business.