Here are 4 extremely common marketing errors, which are needlessly hurting small businesses.
This is really important, so let’s get started!
1. You’re not doing enough, to get word of mouth referrals
You need to give your business a story, which is interesting enough for people to talk about.
Please allow me to explain: Think of every business or brand, which you just had to tell your friends about… what motivated you to spread the word? It was something remarkable. Something so interesting that you wanted to share it.
You need to give YOUR business a compelling story, which people will embrace and share. I’ve seen amazing results with my clients when we worked this into their business. I suggest you do the same.
2. You only market your services when business is worryingly quiet
Marketing needs to be an ongoing conversation with your prospective clients. This helps you earn the awareness and trust of your marketplace. It’s what makes prospective clients think of you when they need a new provider.
However, if you only market your services now and then, your marketing has no momentum. You start from zero each time. The marketplace sees you as a stranger. You lack the ongoing connection with your prospective clients, which you need if you want to win their business.
I don’t care what excuse you tell yourself for not marketing your business on an ongoing basis, but lose the excuse.
You haven’t got time? Then find the time.
You can’t afford it? Then you’re already paying the price for prioritizing everything else, above your marketing. I can’t think of a better motivation for you to start taking your marketing seriously.
3. Your website isn’t providing you with regular sales or high quality client leads
This. Is. Crazy. Just about every small business website or blog I see, is massively under performing. This is an area I work on at the very beginning with my new clients, because huge gains can be achieved very quickly.
Your website should be a business generating machine. It should be working for your business all day, while you’re busy delighting your clients.
If it isn’t, you’re leaving money on the table every day. You’re needlessly losing out on regular sales leads. No business can afford that.
Give your website what it needs and it will give you what you need. Treat it as an afterthought and it will perform accordingly.
4. Your service sounds too similar to other providers in your industry
Unless you get this right, you will always struggle. This is maybe the single most dangerous small business marketing mistake. With the vast majority of small business owners making this mistake, it almost certainly applies to your business too.
If you provide a service where there is a lot of competition, you need to show why YOUR service is worth hiring and not the other providers.
It’s not enough to say you try harder or that you go the extra mile or that you offer great customer service… everyone says that! You need a meaningful, genuine difference. Otherwise, you will find yourself competing for clients based on your prices or fees.
Why?
Because when there’s no meaningful difference in value between providers, prospective clients use your fee as a way to measure value. Conversely, when you are clearly offering enough unique value, you stand out.
- You attract the best clients.
- You attract inquiries from people, eager to work with you.
- You attract clients who value your time.
- You will also be doing what the most successful people in every industry do!
Here’s an example from my own business: I have positioned myself so differently from what were traditionally my competitors, that I now have zero competition. In fact, I even have a page on Jim’s Marketing Blog, which provides free advice to my so-called competitors, on how to build a successful marketing blog. Yes I’m serious. Here it is!
Stop competing. Build something that’s truly yours. Look to the future with excitement, not apprehension. Plan ahead with confidence.
Some very good news
The massive majority of your competitors are not professionally marketing their business. They are making most if not all of the above mistakes.
This leaves a HUGE opportunity for you, if you decide to take your marketing seriously. If you’d like me to show you exactly what to do, check this out and get in touch.