Small business owners are always looking for ways to make their businesses flourish. Sometimes that means working a cash register or pulling long shifts. More often than not, these business owners start off marketing their businesses all by themselves or with the help of tech-savvy family and employees.
We’re here for dedicated people pulling out all the stops to grow their businesses. But when it comes to marketing, there are some common misconceptions you should be aware of as you promote your business. Let’s review some digital marketing myths one final time before we put them to bed.
1. “Good products and services market themselves.”
A common belief among non-marketers is that a business’s products and services will speak for themselves. We’re told that in our economy, the best services will always rise to the top. However, that’s just not true. You might generate some sales through word of mouth if your product is good, but most people aren’t going to know how great your business is unless you tell them.
If word of mouth is your current strategy, take it to the next level on social media like Gainesville’s Red Door Homes. Using your own social media channels is one of the easiest ways to start your business’s marketing. (And it’s free!) You can encourage word of mouth through tag-a-friend giveaways, spread the word about upcoming events, and encourage customer retention. All the while, you’ll be establishing your brand’s personality and making your business easier to find online.
2. “I shouldn’t pigeonhole my business.”
Some small business owners have a tendency to mention all their products and services on every piece of marketing. The idea behind this is that someone might only see one piece of marketing from the business. So if all marketing doesn’t contain every service, they might miss something. That’s okay! Focusing on one service a week will be a lot clearer and more persuasive than trying to cram everything into one ad, social post, or email.
Marketers often focus their efforts into campaigns. A campaign might include marketing on a few different channels that has a cohesive message. That message should be focused, intentional, and persuasive. Discuss your services or features of your product individually. Focus on one at a time in a week-long campaign, then move on to the next one. When people visit your website or walk into your store, you’ll have more opportunities to mention all the other services you provide.
3. “I haven’t seen results yet. My marketing must not be working.”
Don’t cut your marketing budget just yet! When you invest in marketing or buy advertising you’re not just buying customers. Few customers will actually make a purchase after seeing one ad. Instead, you’re building brand recognition and awareness, establishing a brand personality, and encouraging return customers.
Think about a social media ad that you’ve seen recently. If it was from a new brand, you probably didn’t immediately make a purchase. But you might remember the name. You might have even followed their account. The next time you have a need for their product, that brand will be cataloged away in your brain. If you see their branding or name, you’ll be more likely to go further down the purchasing path, just because you recognize them.
The same is true of how people will interact with your marketing, so set a recurring budget and maintain it for maximum results. If you’re still feeling antsy and wanting to see some results, try an event or limited-time discount to encourage conversions. Remember to instill a sense of urgency and include one clear call to action.
4. “I don’t need a website because everyone can find me on social media.”
It’s great to have a social media presence where people can easily find your business. People do use social media to find businesses near them and ask one another for recommendations. However, all social platforms are limited. Having your own website is a must because it gives you total control over your content, lets your business be discovered on search engines, and gives you one tidy place to link back to.
When you create a website, the content is entirely up to you. You can describe all your services at length, showcase your team members, and provide a contact form that goes straight to your business email. Writing about your services, your industry, or writing relevant blogs will help your SEO and make it easier for people to find you. And once you have your website up and running, you can link to it from all your social channels to give your audience access to more information about your company.
A website gives a newcomer a lot more information about your business than Facebook’s ‘about’ section ever could. You can also optimize your website with a call to action on the homepage to encourage conversions and leads.
5. “I’m the best person to handle marketing for my business.”
We applaud the small business owners that do their research and branch out for the sake of growing their business. But when it comes down to it, your specialty and passion is what you started a business to do, not marketing. There’s a lot that goes into creating and executing a marketing strategy for a business and a lot of business owners won’t have the resources to dedicate to it.
If you’re ready to get back to doing what you do best, leave the marketing to Liquid Creative! We’re passionate about helping small businesses out with effective marketing. From social media to websites, our dedicated staff is here to show the world what’s unique about your business. Let’s get started!
