Surprisingly, many small businesses do not invest much time or money into marketing; one of the major sources of life for a company. What happens far too often is that the first advertising sales representative who walks through the doors of a new business gets the majority of that company’s marketing budget, because what they are selling sounds like a good idea at the time. When the resulting buy does not bring the desired result, another salesperson comes along with something that sounds better, so the whole process begins anew and repeats until the small business is out of money or out of business.
The only way to avoid the costly pitfalls of trial-and-error marketing is to have a focused plan which includes a budget, a detailed course of action, and a tracking mechanism.
Another marketing error is having logos and/or ad copy designs that do not support or enhance the business message. Often, designs are too busy and do not speak directly to the potential customer. Businesses tend to put too much text or design on one page so that nothing pops out to the reader.
Although developing a good logo design costs money, and having a focused marketing plan takes time, the return on the investment is higher when a professional marketing device is utilized as part of a carefully designed program.
Marketing should be the primary focus of the small business owner or manager. Taking the time to properly research and plan before investing in any type of advertising will bring greater results in the long run and avoid expensive mistakes. If time is short, find an objective consultant who is willing to partner with you to develop a focused plan of action for marketing your business.
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