For businesses that don’t have a marketing person or marketing department, creating a marketing strategy can be overwhelming and confusing.
Even if you’ve some idea about how to put together and execute a marketing strategy, you may find yourself wondering why it’s not “working,” meaning you’re not getting the results you expected.
It’s especially frustrating when you hear about other companies who are wildly successful with their marketing campaigns.
Perhaps you’ve studied and analyzed their marketing actions and followed their formula. But somehow the equation isn’t working and you’re left with a completely different result.
Frustrating, I know.
When you watch what another business is doing, you only see the externals. You don’t see what their overall strategy is and how they came about putting it together.
It’s not enough to copy what others are doing, you’ve got to analyze your business in the market place and create a marketing strategy for your target market, your audience, and your customer.
You’ve got to give your marketing efforts the necessary time it needs and you’ve got to measure its progress.
Most non-marketers don’t realize that marketing strategies and campaigns often require small tweaks and changes. It requires observation, analyzing results, and trying different things.
You may get lucky with your first marketing efforts and forget to measure and refine them as you go along.
Tips to reduce marketing confusion
- Listen – Listen to your customer and continue to learn more about them. The more you know your customer, the better you’ll be at “speaking to them” and with them in your marketing efforts. It’s like any relationship, the more you listen the better you’ll understand them.
- Try New things – Be willing to try new things. You may be happily surprised to see how different marketing efforts affect your business. Some of your traditional marketing techniques may be as good as gold, but there may be some gems you’ll discover!
- Try ONE new thing at a time – The best way to avoid being overwhelmed is to develop one new marketing effort at a time. Kaizen is the Japanese philosophy of small continuous steps, and it works brilliantly! Big swooping changes may feel more exciting, but they are more likely to get you tangled and stuck.
- Seek – seek out assistance or guidance from marketing people