One of the most essential operations is marketing. It’s not something that would be nice to do to increase sales, it’s something that you must do to stay in business. Consequently, when it runs well, then leads are generated and sales are made. Conversely, when it does not run well, then, the business is in trouble because you will not have sufficient revenue to cover overheads.
Here are some of the common marketing problems small businesses face:
- They don’t have enough marketing resources.
- They keep making the same expensive mistakes over and over again and campaigns flop.
- They have no clear idea of how they should market their products or services.
- They don’t have enough money to market.
Let’s take a closer look at what you should do if your business has any of these marketing problems:
1. What to do if your business has insufficient marketing resources:
When it comes to marketing, your small business may not have all the resources it needs for marketing. Perhaps you don’t have enough people to run the campaign or you may not have experienced staff to manage a particular type of marketing. Fortunately, there are B2B services like Allegra, that help fill in the gaps. Your small business, for example, may need a partner who has enough people and know-how to efficiently process mail pieces like self-mailers.
2. What to do if your business does not know why a marketing campaign flopped:
If you carefully planned a marketing campaign but got a poor return on your investment, then it’s important to figure out why it didn’t work out.
Simply doubling down on a campaign will only increase your loss and you might make the same mistake if you just launch another type of marketing campaign.
When faced with a puzzling situation, it’s helpful to use a conceptual tool from Six Sigma called DMAIC.
DMAIC is an acronym for define, measure, analyze, improve, and control.
First, define your problem. What exactly is not working out for you?
Second, measure how bad the problem is. What do you need to measure to quantify your problem?
Third, analyze the root cause of the problem. What are things causing the problem?
Fourth, improve the situation. What solutions should you try?
Fifth, control future issues. How can you make sure that your solution stays effective?
3. What to do if you don’t have any clear marketing strategies:
Hire someone who has a track record of developing effective marketing strategies. This consultant will not only help you develop a marketing strategy but will also train your team on how to use it effectively until you get results.
4. What to do if you don’t have a sufficient marketing budget:
It’s essential that you market, so you must either find the money you need or find low-cost ways to market.
You might be able to improve your marketing budget by taking away money from other less essential operations.
You might also be able to borrow the money you need to fund your marketing efforts.
If you can’t come up with money for marketing, then you may have to use some guerrilla marketing techniques like a publicity stunt or making viral videos.
In conclusion, if your business is struggling with its marketing, then it’s time to troubleshoot your marketing. If it’s a question of resources, then outsource the work. If it’s trying to figure out why your marketing isn’t working, then use DMAIC. If it’s a question about how to market, then hire a marketing consultant. And, finally, if it’s a budgetary issue, then either find the money you need or opt for low-cost (but time-intensive) ways to market your business.