Businesses, especially small businesses, are often too concerned with the technical aspects of marketing. They attend seminars, read books, and work with consultants to find the best techniques for their marketing activities, but they forget that the most important thing is to have the right attitude towards marketing to guide these activities. Here are some attitudes that can sabotage your marketing efforts that small businesses should avoid.
1 – “I shouldn't do marketing.”
When they feel they have established a foothold in the market, businesses often think that customers will come to them and marketing is unnecessary (especially for businesses providing professional services). They think that knowledge and experience are the most important things and when both factors are present, there is no need to waste time and effort on marketing.
Instead of always saying “no” to marketing activities, businesses should look at marketing activities through a more optimistic lens. For example, when planning to visit a new customer to market their products, think about valuable contracts or sales that will skyrocket in the future.
2 – “I don't have time to do marketing.”
This thinking is only true in two cases: too busy with clients or having to perform other more important tasks.
Many businesses believe that executing on contracts with existing customers is more important than executing marketing programs, especially when contract deadlines are approaching. But if you always follow this mindset, you risk getting stuck in a narrow business cycle because when you complete a signed contract, you may not have any new contracts.
Regardless of whether you are busy with tasks inside or outside your core business, you should still set aside a minimum amount of time, say two hours a week, to focus on marketing activities. If you do this regularly and consistently, your business results will definitely improve.
3 – “Marketing doesn't work.”
Marketing doesn’t always work, but that doesn’t mean businesses should think there’s no point in spending time, effort, and money on marketing efforts. Marketing that doesn’t work can be due to unclear marketing messages or marketing tactics that aren’t relevant to their target audience. For most businesses that think marketing doesn’t work, the real problem is that they don’t know how to do it.
For example, on average, a business needs to acquire two new customers each month to ensure its business plan. Suppose that it takes time to make detailed sales presentations, make proposals, and consult with three potential customers to acquire one new customer. Thus, a business must make sales presentations to at least six customers in a month for its marketing efforts to be effective.
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