Where Small Businesses Are Getting Marketing Wrong
What's wrong with small business marketing today?
This is a question that I've been asked a few times recently during podcast interviews.
And in my role at Indispensable Marketing, I've actually had the opportunity to do our sales for a number of years, speaking with tons of small business owners and CEOS that are looking to purchase and move forward potentially with a marketing firm.
These are the stories that I hear on a regular basis, in terms of what they're struggling with in relation to small business marketing.
🤕 I've spent most of my marketing budget on a new website. And it looks great, but it's not generating any leads.
🤕I'm paying an SEO company 1000s of dollars each month, and I have no idea what kind of results I'm getting.
🤕I'm sending out direct mail, and I keep doing it. I think maybe some people are calling, but I have no idea.
🤕 I've started to invest in paid advertising. And people are going to my website, but no one is actually calling me.
These are examples of things that I hear in terms of where people are struggling with marketing.
Do any of these resonate with you? Do you have similar experiences?
What do all these examples have in common?
They have the number one thing that is wrong with marketing today: first, they focus on single tactics and not the entire customer buying process. Second, they are focused on one thing and not the entire marketing process of building awareness, educating, offering samples, perfecting onboarding, and making themselves referable.
The frustrated principal of a law firm
CEOs of small businesses who are frustrated with marketing and mention that it's a “mess” and "all over the place" ... it’s usually because you’ve forgotten something very simple:
marketing is a process focused on a segment of clients that are ideal for your business.
It must be Launched, Grown and Amplified in a process way, similar to how children or plants evolve.
Earlier this year I sat down with the principal of a law firm to chat about marketing.
She admitted that it’s been a challenge to gain traction with their firm's marketing. She's hired a website agency, a social media person, a video person, and any other marketer that's promised to grow their law firm.
I told her it’s actually hard to buy and execute marketing services as a small business owner. Everybody is selling a piece of the puzzle, a fraction of this and, “I’ll do this for you” and, “I’ll do that”. She agreed.
What she really wanted and needed was a marketing partner who could put all of their
marketing together in a strategic and process way.
Here's a quick guide:
- Define and Understand Your Ideal Client
- Discover Your Marketing Message
- Make Content a Relationship-Building Workhorse
- Guiding People Through the Customer Journey
- Now You Choose Your Tactics
Contact Your Marketing Consultant at Indispensable Marketing
If you’re a small service based business that needs help with developing a marketing strategy for your business or your business’s online presence on Google and other search engines, at Indispensable Marketing we can help. We offer marketing strategy consulting, marketing audits, monthly marketing packages, consultations, exploratory calls or monthly local SEO services. Contact us for more information.
Indispensable Marketing takes a process approach to developing and installing your small business marketing.