Many small business owners tell me that marketing is irrelevant or doesn’t even matter anymore.
Marketing doesn’t matter for many reasons, I’ve heard them all: “All my business is referrals,” “I never spent any money on marketing and my company grew,” “marketing has no value,” “marketing is all luck, so why waste money on it,” etc.
They are absolutely wrong! Here are the top three reasons:
1. Marketing is not what they define.
I often hear business owners say that marketing is irrelevant. They have a completely different understanding of marketing than those who understand how marketing contributes towards business goals.
Before you can propose a series of tactics to increase sales, marketing is about first building a solid foundation. Marketing efforts will not gain momentum unless the business can change the way their ideal customers view what they do.
It is essential that you are able to engage in conversations with your customers. You can also look at it differently: you must be able to address the top question in your customer’s head at the exact right moment.
How do you achieve this? Two main points are the focus of every potential customer’s conversation. They have a problem, but they don’t want it… and there is a solution that they want and one that they don’t.
Marketing is often misunderstood. It’s not about flyers, advertising campaigns flyers, websites, email marketing, SEO, and tradeshows. These are the tactics, the way you do your marketing. Marketing is fundamentally the core of any business strategy. It involves understanding your customer and tapping into their fears and goals. Then, creating products and services that they will be happy to purchase from a brand that they trust, like, and trust.
2. They either believe they or their coworker can do it.
It can be challenging to recognize the areas that need outside assistance in the “do-it-yourself” world of small businesses. Although a company can set up their newsletter, add WordPress plugins, create a LinkedIn post, and make header graphics by themselves, it is not enough to be skilled in looking at the market strategically and holistically, understanding the customer, and creating unique opportunities.
Think about this for a moment: Just because you can use Excel and a calculator does not mean that you are an accountant. Do you consider yourself an architect if you can use a pencil, ruler, and pencil? Are you a social media expert if you regularly post to your Facebook friends and Instagram?
Why do small businesses think that by purchasing a Mac and some software, they can become a marketer, designer, and communication expert?
The strategy marketer must lead it and then create an integrated marketing plan. This is something you and your coworker can do. You may be able to in some cases. However, in some cases, you can.
A small business owner will need someone who has a solid process, consistent, consistent, and repeatable approach. They will first research your company and the market dynamics and identify trends and shifts. The strategic marketer can then present your marketing plan in a logical order, including how to update, revise, or construct them. They will also identify critical areas to focus on, such as generating leads, converting leads, and increasing transactions.
3. They hire the wrong marketing team
Marketing strategy, marketing tactics, as well as marketing execution, are all misunderstood.
There are three types of strategic ability: creatively and exceptionally proficient.
A small business owner shouldn’t pay a marketing consultant or firm to create creative headers and graphics. Neither should they hire an agency for advertising or graphic design to managing their marketing strategy. Small businesses don’t have to hire a strong marketing executive or consultant if their greatest need is for a method for sustainable growth. While you may receive more attention, your results might not be the best.