The most important thing for you to keep in mind is that marketing, like everything else in life, is all about finding what works best and being consistent…sometimes that can mean trial and error. For this reason the worst thing you can do as business owner is give up simply because your marketing strategy failed. The best thing you can do is know that failing after trying something new or different is better than failing because you never tried at all! Fortunately, there are a lot of common reasons why the marketing strategy of a small business fails. Knowing these reasons can help you to avoid making these mistakes but better than that, can help you make a plan to avoid making new ones!
A plan? What plan?
The number one mistake that most small business owners make is simply not having a marketing strategy or plan. Marketing is about time, effort, and strategy. It is not something that you can just wing and expect a positive outcome. Marketing is not about trying things and hoping they will work, it is about coming up with ideas that you truly believe will work, creating a strategy around that idea, executing it, measuring it and if it worked well, doing it again.
A call to action?
A call to action is a statement that tells the customer exactly what to do. An effective call to action needs to be short, sweet, and to the point. Having multiple calls to actions or having vague call to actions is not going to get the intended message to your audience. We see many small business owners who have a wonderful marketing piece but are missing that one key: a call to action. If you aren’t making it easy for people to do what you want, how can you expect them to do it? Time is limited for your customers, make it easy for them to reach you. Don’t do things like: Follow us on Facebook (but not link to word Facebook to your page!!).
Don’t set your expectations too high.
The success, development, and exposure of a small business are things that take time. Going to say that again here: TIME! It is something that takes planning, dedication, and lots of hard work. It is not something that you are going to be able to throw together one day and get tons of results. Patience is really the key when it comes to marketing. Working with someone who’s a trained professional who is able to guide you is key. If you don’t know where to start, give us a shout: www.bottomlinemarketing.ca
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