5 Deadly Small Business Marketing Mistakes...And How To Fix Them
by Irene Brooks
Studies have shown that 93% of small businesses
will fail within their first year in business.
From the 7% that make it past their first year,
only 50% will make it past five years.
Here are various marketing mistakes that kills the
majority of small businesses within their first
year. Most of the mistakes surround the mystery
and myths of marketing.
My intention in writing this article is to help
the small business owner avoid these deadly
mistakes and increase their chances of survival.
1. Not Having A Marketing Plan
Studies have shown that small businesses with a
marketing plan experience a 24 to 30% improvement
in sales over those without.
If the thought of writing a marketing plan leaves
you in a cold sweat, never fear. Writing a
successful marketing plan is something that you
can do in one day. The key to writing a good
marketing plan is answering some key questions and
setting a foundation for how you are going to
create awareness of your business to your target
There are many places that the entrepreneur can
get a template for writing a marketing plan for
free. The small business administration is a
great resource for a template.
One more word of advice on creating your marketing
plan, make sure your plan FEELS good to you.
2- Executing Hit or Miss Marketing Techniques
Most business owners buy advertising without
exploring which venue might be right for them. On
top of that, they don't test any of their
advertising. Buying advertising without measuring
results is like buying an appliance and never
plugging it in to see if it works! None of us
would ever do that, would we?
Then why would you buy advertising without testing
results? You don't know if you've received your
Marketing dollars, spent correctly will make you
money, not cost you.
Take a look at who your target audience is. What
do they read? Who do they listen to? Where do
they congregate? Explore ways to reach them were
they are. Your target market will not come to you
unless you go to them first.
3- Negative Networking
So, you have a business, you join the chamber of
commerce or you join a networking group on the
internet. You figure that the reason you're there
is to hand out your business card, solicit
business go home and wait for the phone to ring or
your shopping cart to become overflowing with
The purpose of networking groups is to establish
relationships with others. Networking situations
are not meant to close sales, they are designed to
establish relationships and create referral
In order to be really effective in a networking
situation, try being interested in the other
When was the last time you felt really listened
How did it feel to be heard completely? Pretty
good, I'd bet.
Imagine how wonderful your prospective client or
customer will feel if you really listen to them.
Do you think you'll make an impression?
Making a solid impression is the purpose of these
groups. Utilize them correctly and you'll be
surprised at the opportunities that come out of
4- Not seeking appropriate support
Most entrepreneurs are great at what they
specialize in, but are not educated in many
aspects of running a business. Because they may
be lacking skills in bookkeeping, marketing, or
distribution, these weak areas are the areas that
will cause their business to fail. How many
extremely talented business owners are out of
business today? Do you think that business ownder
of defuncnt companies took the time to avail
themselves of the proper support and resources
that they needed, they'd be out of business today?
Instead of seeing a bookkeeper, accountant,
marketing consultant or coach as just another
expense, view these as investments in the survival
of your business. There are many things that you
need to help you run your business. Having the
proper individuals on your team is one of them.
Explore your options and get the proper support
that you need to help your business grow and
5- Inability to distinguish between being talented
and being business savvy
There is a saying that goes, "Any fool can make
soap, but it takes a clever man to sell it".
Many of my clients are initially resistant to
marketing because they are under the impression
that as long as they are good at what they do, the
word of mouth will carry them through. This is a
very costly myth to hang your hat on.
It's important to create a marketing system that
is comfortable for you as a business owner that
will constantly keep a flow of customers coming to
you. If word of mouth is the way that you want to
grow your business, great.
Referral marketing is extremely powerful in
helping you grow your business. However, it is
very important that you create a S-Y-S-T-E-M which
stands for Saving Your Self Time Energy & Money.
Creating a system for generating referrals is
Word of mouth is rather hit and miss, people are
busy and forgetful, so to just pray that someone
will remember to refer you will not get you a
consistent flow of customers to your business.
Instead, create a S-Y-S-T-E-M that ensure that
your results are consistent, predictable and
If you keep these deadly marketing mistakes in
mind while growing your business, get the support
and help that you need, you will increase the
chances of not becoming part of the failed
Irene Brooks is President of 3-D Success Partners.
A Business and Life Coaching firm that specializes
in helping small businesses to create a constant flow of customers without wasting time or money on ineffective marketing techniques. You can contact Irene by
calling 919-894-1732 visiting her website at http://www.3-DSuccessCoach.com
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