Most business owners and bloggers struggle with marketing because they don’t think it is important. They find it incredibly frustrating to note that not all of the money spent on marketing will really pay off. While this true, what they really need to understand is that there are 7 harsh marketing realities that REALLY need to be taken in stride!
Marketing could have been simple and fun, if it weren’t for the expenses involved and the fact that it’s a never-ending affair.
Yet, businesses have to have a go at it. If you have been in businesses for any length of time, you have been doing marketing of one kind or the other. Before you count all your blessings with the level or type of marketing you are doing, it pays to pay heed to a few marketing realities…
The gene of marketing has morphed.
Once upon a time, there was this guy called Mr. Marketer. He would pick slots on local tabloids or newspapers and put up a little text ad in black and white. That would fetch him business, of course.
Circa 2013, those ads are almost abortive. In fact, most forms of direct marketing are already useless. Just like the general psyche of customers has changed, marketing as a channel has evolved. To put it straight: nothing “straight” works today. Even direct ads on Google or any of the social media networks need you to back them up with a full-fledged content marketing strategy.
Marketers can’t be liars anymore. There’s nothing you should communicate today if you can’t be honest.
Customers are selective, choosy, and inquisitive.
There was a time when customers would believe. They’d be willing to try. They’d not mind “checking things out.” Frankly, there weren’t many options then.
Today, information is almost a commodity. Everyone with fingers and devices has access to this information. Customers now depend and rely on information gleaned from the web.
A simple night out with friends doesn’t demand research. Yet, people will pay a quick visit to Yelp to check out the best clubs in the city before they decide where to hang out. In some industries such as web servers and site hosting, there are a million similar, cheap and reliable options, but astute consumers – webmasters in this case – nevertheless head over to Who Is Hosting This to narrow their selection and get that “extra” value for money here and there.
It’s a “try and buy” economy. It’s an economy where the power of human networks rises like a phoenix over the desert of uncertainty. You can take it as a nightmare or an opportunity.
Freemium is in. Free is still powerful.
The hundreds of web and device based apps have completed the infusion of technology into everyday lives, from personal to professional, from business to enterprise.
The freemium model – or even the act of giving products away for free (with upgrades being optional) – is the new way of doing business. However, be warned that it has its own flaws and fixes.
Check your own business model. Take a look at your own way of selling products or services. Are you doing anything at all to make it easier for customers to buy from you? Do you offer a freemium model? Do you give anything away for free? Do you offer 30-day trials for your product or service?
In case you haven’t noticed, the world has gone that way. Please follow.
Marketing is both easy and difficult.
Technology helps. The countless apps available today can help you leverage your marketing efforts. There are infinite marketing opportunities available, and if it’s about digital marketing, then it’s just a matter of dedicated effort. Yet, it’s not easy.
Start with what’s missing for most businesses: plans, dedication, commitment, and the need to stick to it long-term.
Not easy. Not difficult either. It just is.
It never ends.
Marketing is not a one-time thing. It’s not something you do and then sit back and relax. In fact, at least in the initial stages of your business, and often while running your business, it might appear to be a set of thankless tasks.
Only, it isn’t.
It’s the only business function that actually makes money for you. It’s the sole path to acquire customers, which in turn helps you stay in business.
Yet, the fact remains: it’s never ending. It never stops. In fact, it gets harder as you grow. It can help you scale but it can break your business if you don’t give it the importance that’s due.
You get what you put in.
Here’s some business 101 for you: hire good people and you can leverage. Employ technology and you can streamline your business. Invest in your business and it pays you back in spades.
You have heard these questions probably a million times:
“How do I market my business?”
“What is the best way to market my business and get customers quickly?”
“What are the easy and free ways to promote my business?”
Here’s the inside juice: you get what you put into your marketing. If you want to take the easy route, forget about running a business. If you want to take the free (and hence slow) route, know that this is exactly the pace at which your business will grow.
There is, of course, a fast route too – the paid one.
The choice is yours.
Marketing isn’t like adding 2 and 2 to get 4.
Most businesses believe that if they did marketing the right way, put in the hours, stay committed, and follow best practices, they’d get there.
Well, they could. Nevertheless, they don’t.
The marketing machine has many moving parts working together. There’s a lot of work that goes into it; there are too many variables that affect the outcome.
Marketing demands continuous tweaks.
Marketing is also an iterative process. It’s a continual process of launching campaigns, testing results, refining your campaigns for optimal conversions, doing post-conversion marketing, keeping the engagement path for customers open, and then repeating it all.
It’s not so obvious. It’s not as simple as it looks. It’s not straightforward.
Turn a blind eye to any of the above harsh marketing realities and your business will hurt. Either you’ll bleed money or lose a stream of opportunities.
Ask yourself: Which of these marketing realities do you think you can live with? Has it occurred to you that marketing is probably the only thing that’s keeping you from going where you want to go?
Today’s post is by guest author, Tracy Vides, content strategist and writer. We are always happy to share great info from talented and interesting authors!