Marketing is essential in the survival and growth of every business. Most business owners know this, but choose to ignore the fact. They treat marketing like an afterthought. In other words, after everything else has failed, they finally decided to “really” try marketing. Afterthought is defined by Merriam-Webster as follows: “something done or said after other things, because it was not thought of earlier.” Treating marketing like an afterthought is the reason why so many small businesses fail.
If you know effective marketing is one of the reasons why other businesses are successful, then why do you think your business can succeed with ineffective marketing? What makes you think you can bypass, overlook, ignore and simply “disrespect” the value of marketing? I’ve found that when business owners do this, they are putting their business in jeopardy. They are playing “Russian Roulette” with their business. More often than not, luck is not on their side.
Do the Mad Lady a favor; first of all, consider what marketing can do for your business. Once you do that, I ask that you seriously seek the help you need when it comes to marketing. Try to understand marketing so you can appreciate it. Lastly, implement effective marketing strategies before it is too late. Don’t wait until you have spent all of your money doing the wrong things and then come to a marketing agency, expecting them to do all the right things, and do it for free.
If marketing is your afterthought today, it will be your forethought tomorrow when your business is in free fall and the only destination is crash and burn.
Think about it….MLM.
As in the real estate world, location is everything. You know the saying “location, location, location”. When you think in terms of marketing, location has meaning as well, just a slightly different meaning. When I speak of location, I don’t mean the area of the city you’re in; I mean the tangible space of your business. It doesn’t matter if you are in a “high-income” area or a “low-income” area, the condition of your “location” is important for the success of your business. If customers come to your store/office and it is junky or uninviting then that is the negative impression you are giving them about your business.
As a marketing professional, when I take on a client that has a retail business or business that is derived from customers coming to their office, then I always review their premises to show them simple ways to effectively marketing their location.
Location/premises marketing involve the following:
If you implement just theses 8 things in the daily operation of your business, you will not only present your business in a positive light, but also impress your customers, which will lead to repeat business and word-of-mouth referral business.
Marketing is that necessary evil that most small business owners hate. They look at it like it is a black hole where their money will be lost forever, never to be seen or heard from again. If that is how you see marketing, then I’m talking to you because – You Don’t Know Marketing!
In previous posts, I have defined the term marketing. For this post, I think that definition bears repeating. As defined by Merriam-Webster, marketing is “the activities that are involved in making people aware of a company's products, making sure that the products are available to be bought, etc…” In essences, marketing is the way you attract customers to your business. Too many people think they know marketing when they don’t. They end up spending their money in ridiculous ways and then blame marketing when they don’t see the results they were expecting. They think marketing failed them, but in truth they failed marketing. They failed to do the research. They failed to make a comprehensive plan. They failed to follow through. And most importantly they failed to have a budget.
Below is an excerpt from an article I found on Legal Zoom. So if you won’t listen to the Mad Lady (although you should), maybe you’ll take advice from Legal Zoom.
“What goes in a marketing budget?
A marketing budget typically covers costs for advertising, promotion and public relations. Each amount varies based on the size of the business, its annual sales and how much the competition is advertising. Depending on the industry, marketing budgets can range from as low as 1% of sales to over 30%. New companies may spend as much as 50% of sales for introductory marketing programs in the first year. Smaller business may just try to match the spending of their direct competitors.
The overall marketing budget should include:
Determine a dollar amount for each of the above categories. Keep in mind, it is usually easier to begin with a base amount for the entire marketing budget, and then divide it into subcategories.”
Marketing cost money! There is no way around it. Big corporations understand it cost money to bring customers to their doors but for some reason, small businesses just don’t get it. You need to set aside money for marketing when starting a business and you need a marketing budget. I can’t even count how many times I have consulted with a new business owner and when I ask them if that have a budget for marketing, I hear the same response over and over – NO. No budget for marketing? Are you kidding me? Did they really think that their business was so special that it would soar above the rest without the aid of marketing “wings”? Just admit it; you don’t know marketing, so hire someone who does. Let Mad Lady Marketing leave you with these final words - if you don’t have a marketing budget – get one!
Humans are creatures of habit. We learn by repetition and in order to remember something, we must see or hear it over and over again. Marketing is no different. In order for marketing to be effective you must constantly be in front your target audience.
Whether it is through advertising, promotional events, social media, direct mail marketing, community outreach, public relations, or a combination of these things, it is imperative that you be “front and center” if you want to capture the attention of your target market.
Marketing is all about “tooting your horn” and bringing attention to your business. In other words, doing things that will make you stand out and be noticed. Now, let me be clear, because some of you will take this the wrong way, I’m not saying you need to bring attention to yourself. I’m saying you need to bring attention to your BUSINESS! Some business owners are on the “ego” train and that train only makes one stop – Me Land. No one wants to go to “Me Land” but you.
If you are serious about your business, you will market your business and your marketing will be about business, not about you. So, when you are tooting your horn, be sure to toot the right horn. Toot it long and steady so people will stop and take notice. Toot it loud and clear, so it will be heard. Toot it over and over again so it will be remembered.
If you don’t toot your own horn, who will?
She is mad and she is not going to take it anymore! The Mad Lady Marketing Blog is just her way to drive home the importance of marketing in business. With over 15 years of experience in marketing, graphic design and communications, this marketing expert is mad (crazy) about marketing and mad (angry) at small businesses that don't understand or utilize marketing to promote their business.
Mad Lady Marketing is MAD!!
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