Everyone has heard the word “marketing”. Most know a business needs to do it. Yet so many fail miserably at marketing their business. Don’t let this happen to you.    

It really gets to me when I hear people complaining about times being tough yet when I ask them what marketing they are doing they just stare at me with a blank look as if I’m an idiot for asking that question. 

 This happens all the time. Wake up. People aren’t going to come through the doors just because you opened a business. Just like running the actual business, marketing takes a lot of thought and work to make it effective so your business benefits from it both short and long term. 

 Every business, regardless of size, needs to market. Just because you might have the best physical location or website address doesn’t mean that clients will keep buying from you year round. 

 All it takes is a change in interest rates for example to scare people and instantly spending drops. Or it could be a competitor opens offering cheaper prices. Or you clients might be able to buy the same product online at half the price. 

I’ve heard a lot of excuses as to why people aren’t marketing their business. Here’s some simple fixes to the common reasons. 

I don’t have the money 

Rubbish. Marketing can be done regardless of the budget. Sometimes I think having a smaller budget can work to your advantage because it makes you really think about where that money should be spent. 

For free, you can use social media for marketing or get out in the local area handing out flyers you’ve designed and printed yourself. 

I don’t have time 

Make the time. It’s a simple as that. The future of your business depends on it. 

I don’t know how to market 

Valid point. You’re great at doing what it is you do within your business. But you still need to grasp the basics of marketing. Read a book. Follow some blogs. Talk to other business owners. Whatever method you choose, just get a basic understanding so you can then think of what options you have. 

Then speak with your local copy place to see what services they offer or get a marketing expert in that is prepared to work with your budget. The latar option is going to be more beneficial if you can afford it and will provide you with a great learning experience on marketing. 

I like my small business as it is 

That’s fine. You should still be marketing in some form to ensure you have ongoing customers coming through your business. In this circumstance you’re probably looking at a very small budget and marketing that doesn’t involve a lot of your time. 

I tried marketing before and it didn’t work 

Don’t let this get you down. Get back up and try something different. Don’t always do the first thing that comes to your mind. Look around, think differently and be unique with your marketing. Give it time too, it can take 6 or more weeks before you see results from something you’ve done. 

I’m already listed in the phone directory 

Doesn’t matter. 5 years ago this may have been enough, not anymore. Phone directories have been on the rapid decline and you shouldn’t be soley relying on one. They are always a great supplement to your overall marketing plan. 

I rely on word of mouth / referrals 

Good luck. While this type of marketing is always great to have, unless it’s managed correctly it won’t provide the long term success that you need. You still need to be getting your business known. If someone has been told about you by an existing client, once they then see your marketing on radio or in a paper or wherever it’s a reminder to them and they’re more likely to then visit you. 

You know your business better than anyone else! Grab a bottle of wine and do a little brainstorming session outlining what marketing you think could work. You’ll then have a marketing plan that you can start to implement. 

Don’t wait until you have no clients before you think about marketing. Marketing is ongoing and should be focused on each week.

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