Marketing Failing? Rethink How You Deliver Company Messages
It seems that lately I’ve been talking to a lot of people about their marketing and it’s failure for a company. Marketing is a science and one that every small business owner must really, truly understand before pursuing. The reason that people like me actually get a degree in this stuff is so that we can learn how it all works.
I’ve said it before and I’ll say it again: What you say is as important as how and where you say it.
Most people I speak to about their “marketing failures” all come down to this one important fact above. The reasons why most small business fail in their marketing are these:
- You fail to define your audience (and maybe you have more than one) in writing – a full description of your demographic. I’m talking all the way down to what how they live their lives and what’s important to them. If you own a retail women’s high-end boutique why would you advertise in a pub or website for fisherman? (you think this is crazy but people make huge mistakes like this everyday)
- You don’t consider where your audience(s) get their news and information. Instead you choose to advertise in publications/websites where your audience “isn’t”
- Your message is unclear: I often tell clients to test their marketing with publications. This is a great way to measure the return on initial ad campaigns. Most importantly it will give you a clearer idea of how you should be communicating with your audience/customer – that you may not have considered. Sometimes business owners get caught up in what they want to say and not what they should be saying to attract customers. I’m a big believer in this one saying “Say what you mean, mean what you say” and the all-time marketing favorite K.I.S.S. – keep it simple, stupid! Which leads me to….
- You fail to be concise using buzz words to catch your audience’s attention. So many small businesses want to make the most of their marketing/ads so they fill it with copy that no one actually has time to read. Your marketing, especially advertising needs to be concise message, great presentation and strong branding statements that: A. get people’s attention, B. create an emotional need or draw the customer in by describing why they need you or what need you fill and C. Prompts them to take action.
- Other tactics that help are promotions (discounts and couponing, especially in this economy), images and testimonials.
If you don’t have a marketing plan, the above is just one of the many reasons why you need one. Today, small businesses don’t have money to just “throw around”. If you want to be effective with a small budget and have no “marketing regrets” then be smart, plan ahead and really think through your marketing campaigns, including public relations.
If you had one chance to send a message in a bottle to get help wouldn’t you be as specific as possible so someone could find you?