Monthly Archives

March 2018

Marketing Myths

By | Marketing

How  many of these do you recognize in your business?

“All of our business is referral or word of mouth so we don’t need marketing.”

Who doesn’t love referral business? It’s great when a customer is so satisfied they recommend you to others.   But the reality is “hope” is not a plan and either is relying on referrals alone to grow your business. Not only are you leaving money on the table, you’re exposing your business to serious problems in changing market conditions. There is no reliable substitute for a well-crafted, integrated marketing plan that’s actively generating business for you every day.

“A Millennial will make our marketing more contemporary.”

Not really comfortable with social media or content marketing? Throw it to a Millennial, they’ll know what to do! Even large corporations made this mistake in the early era of social media. Find the right person for your marketing efforts based on knowledge, acumen and experience, and make sure they can match the tone of your brand and the language of your customers. It matters.

“We can’t afford marketing, we have no budget, we tried it, didn’t work.”

These are really just objections that screen out fear of spending money. Ask yourself this question; what if you were guaranteed a 2x or greater return on marketing spend? I bet you would write checks out all day long for that kind of return, no budget required. Marketing done well is a revenue generator, not a cost center. A good marketer knows how to generate ROI and puts in place a tracking system to monitor and adjust for best results.   I work with tools that generate return in many multiples for clients. Be open to this and you’ll be rewarded.

“We don’t need any help because I know everything about marketing.”

You may think you’re an expert but if your life isn’t dedicated to all things marketing there may be a few things you don’t know, and times do change. What worked in the past may not work for you now. Develop a relationship with a marketer who has real-world business experience getting results and is fully immersed on the latest tools and trends – and knows how to use them properly.

“No one cares about sales collateral or print materials anymore.”

The scary truth about your brand, your website, your sales materials is, you are being judged.   Your prospects and potential customers are unconsciously (the most dangerous type of consciousness) judging everything about you. Does your web site look shady, sloppy or old? Are your salespeople putting emoji’s or ribbons on your corporate logo? Sales material made with clip art?? If you’ve stopped producing professional collateral or brochures because you don’t think anyone cares, your customers have noticed and they are judging you accordingly. There is economic value to appropriately representing your brand using print, and without breaking the budget. If you’ve abandoned all things print or even basic brand management, talk to a professional about how to fully integrate your brand message across all platforms in a way that generates return for your business.