Mar 08, 2014 BizBites Comments Off on Five Marketing Mistakes
Marketing and advertising is often the first to go once purse strings are tightened. Which might help the cash flow temporarily, but we’re not in the business of temporary. Grande aspirations are in the DNA of any CEO or small business owner. So the goal of most businesses is to reach a higher goal. Without marketing and advertising, which includes PR, people will forget about you. Just like plants, we won’t grow in the dark. Awareness is the number one thing driving sales of any business. Don’t let people forget about you. Find another way to cut your budget that doesn’t affect the public’s knowledge of your existence.
CEOs are busy people. Who has time to tweet, blog and post to Facebook? And who cares? Well, your audience cares. And social networks are where they live. Like it or not, social media is the main source of news these days. It’s also the highest reaching, most affordable way to present yourself and your company as the experts you are. If you’re overwhelmed with how to do it, delegate the task to someone who’s not. Or hire someone to do it for you. If you’re smart enough to run a company, you’re smart enough to build a savvy social media presence.
There’s this thing called reverse mentoring, where senior executives learn from the younger generation about tools that didn’t exist when they were climbing the corporate ladder. You can’t ignore the fact that things have changed. A lot. And while you have more experience than these kids who grew up listening to Hanson, they might have more knowledge than you think. Ask them questions and be willing to listen. They are likely in the marketplace more than you are because they’re young and socially active. The more youth you inject into your company the more vibrant its spirit will be. Which ultimately makes it more marketable.
This goes back to number 2. But add to that the concept of computer fatigue and the human propensity toward loneliness. Yes, networking is exhausting. Especially, if you’re introverted. But putting a face to your business gives it a personality that can’t be achieved through a website. If you can’t put yourself out there, send an extrovert. Find the person in your company who actually enjoys mixing and mingling. Just make sure they have as much passion for the business as you do.
You’re an expert in your business, and it’s true that nobody knows it as well as you know it. But you know what they say about Manhattan? The thing it doesn’t have that New Jersey does is a view of Manhattan. While you might know your business inside and out, you can never see your business the way your consumer sees it. A third party marketing partner can. And while you are an expert on your business, you might think you’re also an expert at how to market it. But maybe you’re not? If you have the courage to ask for help, who knows? You might get it.
After being raised and educated in Texas, Stefani Zellmer chased an advertising career across the country, moving an obscene amount of times from Texas to New York to Los Angeles to Miami, back to Los Angeles, back to New York, and then back to Austin, TX, where she has finally settled down with her husband and two children.
Stefani merged her firm, Zeehive, with Beth McConnell’s firm, 10 Miles West, and together they created Zellmer McConnell based in Austin.
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