If you want to succeed at business, one of the key things you must do is learn to avoid excuses at all costs. If something needs to get done for your business, there’s no excuse good enough to keep it from happening.
One of the places these excuses tend to crop up is around marketing, especially if you’re still thinking of marketing and sales as exactly the same thing.
Here are the top 5 excuses you need to stop making about your marketing campaign:
Facebook just doesn’t display Page posts like it used to.
True. Across the world of business pages, users have seen dramatic decreases in the number of connections they get from Facebook posts. Unsurprisingly, Facebook wants to make sure that it gets a cut of the profits when businesses are using it as an advertising tool, and as such, pushes to convince you that you should be promoting your posts.
To fix this, either pay to promote your posts, or learn the tricks that help your posts get seen by more of your customers, like always including an image in your post, liking it and sharing it from your own personal page, and encouraging your employees to do the same thing.
Customers just aren’t finding us.
If customers aren’t finding you, then you aren’t reaching your customers. It’s not the job of your customers to know that there’s a new business that has opened up in your area; it’s your job to tell them, and to tell them why they should care. You may not have done a good enough job determining who your ideal customer is, or understanding where to connect with them. Go back to the drawing board, figure out who your customer is, and figure out where they are so that you can target your advertising properly and take care of your existing customers.
Clients aren’t connecting with our message.
See above. If your clients aren’t connecting with your message, it’s because you haven’t targeted it properly; that’s not on the customer. You need to do some work to understand what is driving them away from your business so that you can correct the error and move forward. Blaming this on the customer is inappropriate or legal gray zone, unhelpful, and just plain wrong.
There just isn’t enough time for marketing.
It distresses me every time I hear an entrepreneur say this. Frankly, if you don’t have time for marketing, you don’t have time to run a business. This is like saying you don’t have time to sell, or make the service or product you’re selling, or complete your daily accounting. Marketing is the method by which businesses reach out to customers and help the customers understand what the business has to offer, why it’s important, and why the customer should choose to buy. If you can’t do that, then how are your customers supposed to find you? How are they supposed to choose a product or service?
There is no business so unique and original that customers will just appear out of the woodwork without any effort on your part. You need to convince your busy customers to spend their time and dollars with you, or you might as well close the doors and walk away.
We just don’t have a big enough budget.
Unless you’re a multi-national corporation, you don’t need a huge budget in order to market properly. In fact, a big budget might be more of a barrier to successful marketing than a small one.
Need some suggestions for free or low-cost marketing? Here are a few ideas to get you started:
• Hire a content writer to create a few social media posts for you to share every month to begin building an audience for your social media presence.
• Send some free products to influential bloggers or social media personnel and ask them to do a public review.
• Contact your Chamber of Commerce and ask what opportunities are available in local media.
• Won an award or reached an exciting target? Hire a content writer to draft a properly formatted press release for you.
• There are dozens more suggestions available on the Internet, just a search engine away.
Marketing is a crucial part of your business. Don’t get bogged down by making excuses. Stop making excuses, and start making sales!