It has no strategy
I see so many small businesses who just basically throw darts at the board with their marketing and advertising with no rhyme or reason. What little marketing planning they do centers around advertising. But usually this is poorly planned. They take no thought in who their target market is, how best to reach them, where to reach them, when to reach them, or how to appeal to them and spur them to action IF they reach them. Did you notice that was a big if? Most of the small business ads I see really don’t get break through and grab the prospect’s attention. The other big problem is they are scattershot. There is an ad here, and ad there, they are done infrequently, and the target is poorly defined.
Don’t use a shotgun approach to advertising! Use a laser targeted pinpoint approach. This does not mean you only target one area or shoot using one gun (pardon the violent metaphor). It means you aim carefully at your chosen target and fire from multiple positions (PR, advertising, promotions, social media, etc.).
It has the mindset that advertising and promotion (or sales) is marketing
These are but one aspect of the marketing mix. FYI, if you don’t already know, the marketing mix consists of the 4 Ps- Product, Price, Promotion, and Place (where the product or service is sold or distributed). While promotion is a large part of the marketing mix it is not the only one and usually not the most important one. But it is the fun or glamorous side of marketing so it gets a lot of attention. Still, many fail to realize that there is a lot more to promotion than advertising or sales. Those are only aspects of the promotional mix. I will talk more about the rest of the promotional mix in future articles.
Get a big picture view of marketing and start with the basics first- your positioning and targeting strategies based on your product or service and ideal customers (market place) and let that direct your pricing, promotion, and distribution strategies.
Its copy cat or “me too” marketing
Many small businesses copy the same old garbage everyone else is using and you get the same bad results. Even if the marketing is good for one business, it may not be good for your business. First, you are not the same business so your goals and objectives, target audience, capabilities, etc. are not the same. Second, it does nothing to distinguish you from them. Why would a prospect buy from you if you are no different than your competition?
Give them some compelling reasons to do so by demonstrating that you have something your competitor does not. Be different by design.
It is practiced by the uninformed
Small business people are good at their craft. They are great plumbers, doctors, lawyers, store owners, beauticians, chefs, dry cleaners, accountants, etc. But most don’t know anything about marketing- and don’t have the time or patience to learn. And that’s ok. It would cost them more to learn and do it themselves than it would to pay someone competent to do it for them. I don’t want to fix my own broken pipes, draw up own estate plan, prescribe my own course of medical treatment, or cut my own hair. I’m no good at it. But these folks are. That’s why I pay them to do it for me. If this situation describes you and you agree with me, you can skip the rest of this article and call me now!
If you still insist on doing it yourself, then learn the basics of marketing and start with understanding your marketplace, finding a profitable niche, and defining your product or service to serve that niche. If you do this right, you will either find yourself with no true competition or you will stand out head and shoulders above them.
Small businesses think they can market like the big boys
The problem is small businesses don’t have the money to market like the big boys. The big boys can run branding campaigns and hire expensive Ad firms to design and produce visually entertaining and stimulating masterpieces that make you almost drool for that new iPhone or Cadillac STS (or is that just a guy thing?) But c’mon, how many of you have not licked your lips when you’re watching those Hardee’s Thick Burger commercials? J And they can run their ads repeatedly. These are meant to build brand awareness and reinforce brand perceptions as much (and usually more) as they are to create brand preference and create a desire to take action.
But most of you can’t afford this kind of service. You can’t afford to run image only ads. Your ads have to work hard to create awareness and generate sales or leads. So you have to market wisely and make every dollar spent be an investment that will produce a measurable return. This means finding your niche, creating products and services to fill that niche, crafting your identity to appeal to that niche and targeting that specific niche with your well crafted, well planned, and well timed promotions and advertisements. And these ads have to have a call to action to spur a visit to your store, your website, or generate a phone call. Do anything else and you risk losing money and ultimately failure in business.
It is too disjointed
They are trying random things not really knowing why or they are dabbling in marketing with no real goal, process, or system. As a result their marketing strategy and tactics are not connected to each other and working together in harmony. In fact, they might even be working against each other. Here is a case in point, suppose you are a professional with deep expertise in your field- medicine, dentistry or law for examples- and you are trying to appeal to a wealthy target audience by offering a specialized service. But you are doing it by running a price discount or coupon promotion! The tactics are out of line with the target audience and do not support the core marketing strategy.
Your marketing tactics have to be connected to (indeed lead by) your marketing strategy and your marketing messages need to be integrated so that your website is consistent with your brochures or press kit, which is consistent with your social media profiles and business listings, which is consistent with you elevator speech, with is consistent with your business card, and so on. Tactics must be aligned with strategies and support your goals. Every piece of marketing communication must be integrated with your brand and marketing strategies to be consistent and produce desired results.
It is not built around a complete system
Most small businesses have no system in place for marketing. There is no plan for properly evaluating the marketplace and finding profitable niches. There is no system to help position or reposition their products or services to serve those niches. This is especially devastating when the marketplace rapidly changes. There is no system for promotional campaigns and activities. A coupon tactic is tried one month, a sales promotion another, maybe some print ads are tried another. But there is also no monitoring and measuring plan in place to know what is really working, if anything, and for making changes to the plan as needed. All of these systems must be put into place and used regularly or no real progress will be made. Perhaps you could get away with this in boom times, but not in bust times like we have recently been experiencing and not in the foreseeable future.
Put systems in place that will give you a goal to know where you are going and direction to know how to get there. Then continually work your systems and monitor your progress to make sure you are on track. If not, make some course corrections (change your tactics) to see if that works. However, if you make repeated course corrections and nothing works, it’s time to either call for professional help or change your strategy- or both.
There is no follow up
Many small businesses, particularly B2b firms, have leads that go un-nurtured and un-converted. Not because they were bad leads but because they didn’t follow up with them. Chances are, if the lead was not ready to buy right then or at least have a sales person talk or visit with him right then, the lead was pushed to the back burner- where it withered up and died. Or the consumer that visited the store once, or even purchased once, never returned and was never contacted with any type of follow up marketing.
If your business relies on generating leads for you or your sales staff to turn into clients/customers, then you need to have an automated follow up system in place. You need a system to capture their contact information to send them follow up emails and newsletters and contact them by phone or in person to keep in touch with them and nurture them through the sales cycle. You need a system to get to know them and their needs so you can send them selectively targeted promotions that will cut through the clutter and make them pay attention.
It is not automated
This leads me to a related point- much of the follow up marketing tactics are not automated where they can be automated. This makes it time consuming. Pretty soon business owners get so busy following up there is not enough time for doing and managing the rest of the business. Business owners in this situation probably are not taking the time to measure the results of their marketing so they do not know what, if any, results it produces. This leads to frustration, anxiety and wondering if marketing is really helping their business at all. They start questioning their time and effort spent on marketing and pretty soon they are doing no marketing at all. Which virtually guarantees their business will not grow- and makes it highly probably that it will not survive for very long.
So spend some time now setting up systems and processes that can be automated and save yourself time and stress- and money- later. There are many good CRM and auto-responder software programs available to help with this, some simple and reasonably priced, and some sophisticated, which the price reflects. I would suggest checking out AWeber or Campaigner- which I personally use- for simple, affordable auto-responder options and use either Excel or Access if you already have Microsoft Office for a simple CRM solution. You also might try some free or very low cost solutions such as Sugar CRM or ZOHO. For a more robust option I have heard people rave about Act! and I know many people love it. Others don’t so do your home work before purchasing anything. For lead management and nurturing you might also try salesforce.com or geunius.com. There is one combination auto-responder and CRM solution that I have used in the past that is very good at automating and managing the follow up process and has other applications as well-but it is not cheap- called Infusionsoft.This might be a good solution for you if you generate lots of leads and need to rely on an automated process to reduce your time spent following up and to make sure that leads are actually followed-up with and nurtured. You can get more resources for marketing by visiting the resource page on my website.