Marketing your a small business can be a sometimes frustrating - sometimes rewarding, experience. I suppose we all have some level of love-hate relationship with marketing.
It’s easy to get lost in the ocean of small business marketing systems available today. With the proliferation of SaaS (software as a service) applications over the past decade, the amount of marketing sophistication available to small business owners is exciting -- and overwhelming.
Ever feel like your prospects are playing hard to get? You’re not crazy. Prospects are harder to reach these days -- well, at least through traditional means. Think about it. Twenty or twenty five years ago people looking to make a purchase had to interact with possible suppliers in order to do their research and make informed decisions.
I always liked this quote from Thomas Carlyle, the Scottish philosopher:
Often enough we gain perfect clarity about an important business move JUST when it’s too late to do something about it. I’ve done this several times in my entrepreneurial adventure. For example, after successfully ramping up my new business, I got complacent and began to assume that my clients could see the same future as me -- a long relationship of ongoing engagement and mutual growth.
If you have ever been frustrated by the process of marketing your own business, you are certainly not alone. I regularly hear from clients and other business professionals things like:
Would you agree that using an effective marketing message is wiser than using one that is not effective? Of course! So why are so many independent professionals using a marketing message that is never going to get them good results?
One thing is for sure - there are a whole lot more ways to market our businesses than there used to be. That's exciting, but also overwhelming.
Do you ever feel the constant pressure to be doing more things than you already are? Do you believe that what stands between you and getting more clients and revenue is the money and/or time to get more marketing strategies underway?
Well, that's the hare talking. Whispering in your ear. Trying to convince you that dropping the (50% completed and 25% effective) marketing strategy you've been working on to try some new (hard, untested, time-consuming) approach to getting more clients is a great idea.
And when that proves to be less fruitful than you hoped, guess what the hare is going to whisper to you again? That's right - "Ooh, look over there! Did you see what that company/firm/person is doing? If we want more leads and clients we have to do THAT!"
As I hinted in my previous post, wouldn't doubling your monthly revenue between now and the end of 2015 be a great accomplishment? If you decided after reading that post, that you want to be the tortoise… that you are in business for the “long haul” and see the value in moving steadily forward this year, I’ll explain the steps in this post.
You are probably familiar with the classic story of the tortoise and the hare. While the hare is clearly the faster of the two, it is the tortoise who wins the race because of its slow and steady progress. The hare’s lack of focus and erratic efforts lead to its downfall. In business, do you often feel like you are the hare, chasing ideas, implementing new things only to backtrack and try something else? At times do you feel unsure about what to do next?