Marketing advice: what not to do

None of us want to struggle with marketing, and yet it continues to create problems for many solo professionals. Here's seven pieces of solo and small business marketing advice that reveal common marketing mistakes.

1. Lack of a marketing mindset

We don’t see ourselves as in the marketing game. The truth is, if you are out there running a business, thinking like a marketer has to become your priority. It’s no use having a great service if nobody knows about it, or you. You need to be not just comfortable talking about what you do and offer, you need to get other people excited about it, too.

2. Lack of investment

For many solopreneurs, the focus on cost control prohibits you from ever investing enough money into marketing and promotion. These activities are seen as costs rather than as an investment. I encourage you to reframe your attitude towards marketing. Once you know what marketing activity to do, and have confidence that it will bring results, spend the money enthusiastically.

3. Lack of focus

Perhaps you do spend time and money on marketing, but you aren’t happy with the results. Or your efforts are ad-hoc rather than carefully planned. Whatever it is, it's time to take charge. If what you are doing isn’t working – stop doing it! Ask a professional for help, not your friends or associates. If an ad-hoc approach is the problem, take the time to complete an actual marketing plan and become ruthlessly systematic.

4. Lack of over-riding marketing strategy

Marketing activity and tactics are all well and good but it is like driving a rudderless ship if there is no grander plan. Your goal may be to have sales of $150,000 or $50 million. Or you may want to revolutionise your industry. Or you may want your company to be acquired within five years. Part of creating a marketing strategy is to clearly understand exactly where you are right now, and where you want to be.

5. Not surrounding ourselves with the right people

All of the great books on success advocate spending time with people who are already successful at what you want to do. Why? So you can absorb the attitudes and values that made them successful, as well as picking up new strategies and ideas. So if you are hanging out with people who also lack a marketing mindset then it’s time to think about expanding your professional network to include those who are already down the track to success.

Marketing is more of an art than a science. Often times you learn by systematically trying different activities and approaches. The experts don't always have all the answers and this is exactly why you need to give plenty of personal attention to make sure your marketing is working as hard as it possibly can.

If you want to get serious about success in business, then understanding small business marketing is an ongoing priority.

Megan Tough runs Complete Potential, a company that helps businesses solve their strategy and people problems. She loves being a solopreneur, and when she doesn't have her nose to the grindstone, is fulfilling her other passion of fitness and health.

4 comments | Add your own

Megan, I am floored by the number of small business who just don't think strategically. They want to "do a brochure" without knowing exactly who the brochure is for. I try to educate businesses with whom I work, but I've got to be honest - it's an uphill battle most of the time! Diane from Adelaide SA
Don't stop trying Diane! Lots of people would do the brochure without trying to paint the bigger picture or talk about return on investment. I hear you! Megan Tough from Sydney
Megan, great summary of all the hurdles and boulders regarding small business marketing. I regard it as most important for business owners to run with a strategy that sits so well with them, that they forget that they are marketing themselves. Having fun while you are showcasing yourself and your business. I find this is the key! Thanks. Astrid McCormick, Coach from Mid North Coast NSW
Indeed, the experts are not always able to help you find what's right for you. However, the fundamentals apply, and that is without a commitment to marketing and PR, no one will know you are the expert they are looking for. Great read ...
www.catherinewhite.com.au
www.myspace.com/catherinewhite Catherine White from Manly

4 comments | Add your own

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