It’s not uncommon for small business owners to get frustrated with their marketing. Because marketing focuses on creating leads and sales focus on turning leads into customers, leaders often overestimate sales and ignore marketing.
After all, it’s hard to know exactly what you’re getting from your marketing investments. It may appear that you are spending money with no clear returns. And when your resources are limited, it’s frustrating!
This article will look at four common marketing mistakes small businesses can make and how to fix them. When you follow these steps, your marketing will work a lot better!
1. You don’t have clear goals
As you know, it’s pretty hard to accomplish something if you don’t know what you’re aiming for. To make your marketing effective, you need to have clarity about the results you want.
For example, do you want your marketing to bring in four new leads a week? Or are you launching a campaign that you hope will give you a 20% increase in the sale of a particular product or service in the next month?
Setting these specific goal types allows you to set a starting point and then measure your progress later on. You will clearly see how many new leads you get or how much your product sales increase. Then you will understand if your marketing is working or not.
2. You don’t have a clear unique selling proposition (USP)
You undoubtedly provide a product or service that consumers need. Homeowners need help with plumbing, stylish women need a hair salon, and more. However, just knowing that people need what you offer is not enough.
You also need to give people a clear reason for buy from you instead of a competitor. Yes, a broken car needs a mechanic, but why? your shop and not another?
Answering this question requires you to create a unique selling proposition (USP). Your USP is the reason you are a better option than other stores in your industry. A USP needs to be focused on a difference your customers appreciate and are willing to pay for. For example, if your machine shop goes to customers’ homes to perform on-site repairs, this is a strong USP that sets you apart.
Other USPs include quality that “lasts a lifetime,” or you may be selling food that is uniquely nutritious or ethically sourced. You could claim to be the most absolute of something, like Deathwish Coffee which sells “the strongest coffee in the world”. You can appeal to your customers’ wishes to get the most out of life or achieve specific goals.
Once your USP is established, it becomes the center of your marketing message. So, if you feel your marketing isn’t working, ask yourself, “Why would anyone buy from me instead of my competitor?”
3. You are not measuring results
Do you know what your marketing campaign is achieving? If not, it’s no wonder you’re asking “Does marketing work?? ”
If you’re not clearly measuring your results, you have no idea how much return you’re getting from your marketing investment. However, it can be difficult to measure results online, especially on platforms such as social media.
Here are some ideas you can use:
- Create a promotional code to count leads from a specific marketing effort
- Try two identical ads except for one difference. Measure the results. Keep doing this until you get the perfect ad.
- Promote a specific product or service and monitor the increase in sales
- Review your website metrics to see which pages are doing well and update other pages accordingly
However you do, make sure you know the results of each marketing campaign. This way you will understand what works and what doesn’t and you can focus your budget accordingly.
4. You practice “random marketing acts”
One last common misconception we see is that many companies don’t have a clear marketing plan. Instead, they do some marketing campaigns when they have time, but otherwise ignore it. This is known as “random marketing acts” and is extremely ineffective.
If you want your marketing to work, you need to have a clear plan and plan for a consistent marketing action. For example, you post one blog a week on your website and share tips on social media three times a week.
It doesn’t have to be overwhelming – a small business can focus on one or three platforms its customers spend most of their time on. But it has to be coherent.
Is your marketing working?
Do you recognize yourself in any of these common mistakes? If so, don’t get mad. Instead, take steps to correct the problem so your marketing can be more effective.
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