Why is Marketing so Tough for Small Business Owners
Feb 22, 2015
of our local Chambers of Commerce regularly survey members about the
kind of business resource help they would most like from the Chamber.
Over and over again, Social Media and Marketing lead the way as most
popular topics desired. In my work with business owners, marketing is
commonly an area where owners most want to see improvement. Most are
confused by the options and choices available, as well as by the fact
that many of the “old” marketing tactics aren’t working so well any
seems as if marketing was simpler in the past. You printed a brochure,
ran various newspaper or magazine ads, maybe invested in a billboard, or
radio, or even television advertising. Yellow Page presence was a must.
And for every one of these tactics, the advertising provider could take
care of the creation and the content. Sure, there was a cost to it, as
there is today, but it was relatively easy, and you spent as much as
your budget would allow. If you had the money, you could go the extra
step of employing an ad agency to manage your entire campaign, assuring a
bit more consistency and coordination.
with most things in our culture, the internet has changed everything.
Formerly effective marketing tactics aren’t working as well. Free or
inexpensive communication has opened up incredible ways for us to spread
our messages. And although the potential for lower advertising costs is
clear, the sheer number of options has made it much more difficult to
decide upon the right mix of marketing tactics that will be most
effective for your business. Especially when you have no track record
addition, many of the newer marketing tactics require no money, but
substantial amounts of time. At least that is the perception. Sure, you
can still hire people to manage your overall advertising campaign, but
the importance of content has become so critical that it is difficult to
find the right people who can deliver the message as well as the owner
or manager of the business. I think that is what makes marketing so
tough for small business owners. We are already short on time in our
lives, and the thought of giving up even more time, even for a cause
that should improve our businesses, is a big mental hurdle to overcome.
how can we make the use of newer marketing tactics easier to learn and
implement? There are probably thousands of ideas the experts offer to
achieve that, but I’m only going to suggest three simple starting
and remind yourself of the purpose of your marketing efforts. Like much
in our lives, if we don’t know where we are going, how can we tell if
we’re on the right course? Thinking about what you want your marketing
efforts to achieve will make it easier to choose the best tools to
accomplish your goals.
a little at a time. Don’t try to re-do your entire marketing structure.
Pick the one thing you do that is least effective, and stop doing it.
Then try adding a new tactic that seems to fit with your overall
Try the new tactic. Learn how to use it. Seek advice from someone who
is already successful with it. If it requires your time in order to
implement it, be disciplined enough to stick with it long enough to
become more efficient with it.
this way, you change your marketing approach a little at a time. The
new tactic becomes habit. It doesn’t feel so overwhelming. Taking it one
step at a time can adjust your marketing campaign from mediocre to
high-powered. When you look back at where you started, you’ll wonder
what was holding you back in the first place.