Effective marketing isn't about adopting a piece of technology, being clever, or winning awards. It's (still) about appealing to basic human emotions.
Your small business is struggling for the same reasons that any business struggles. Which is precisely why you’re not a startup.
The marketing industry has been upended over the past decade from marketing technology. The result is many businesses focus on tactics and forget about strategy – with disastrous results.
Most advice from so-called marketing gurus aren’t worth the blogs they’re written on. That’s because most of them have little basis in reality and are merely regurgitations of everyone else’s marketing articles with the same hopeless and ineffective ideas.
Many small businesses either fail to align their marketing with a business-related issue, or mis-diagnose the root cause of why their marketing isn’t working
“Good Enough” is no longer good enough. Today’s business marketing successes are where someone refused to accept the status quo, and instead set out to change a fundamental rule of that industry.
People buy from companies and individuals that they feel have similar positions, thoughts and ideals to their own. Don’t be afraid to tell your story. Say it in places where your audience congregates, and your customers, fans (and evangelists) will come.
There are many marketing automation products available to help reduce the inertia and increase productivity. But using them means one less excuse as to why your marketing’s not working.
Companies don’t like unpredictability. They prefer aiding, developing and strengthening predictability, rather than meeting the needs of the customer.
A word of advice for anyone thinking that they can get away with starting a company without having professional marketing resources on board: don’t do it. DIY-marketing a startup business is a recipe for disaster.
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