Sunday, February 9, 2014

My Secret Sauce is Called Obvious Marketing

frustrated business owner
You have a new business or an existing business and you want more customers and more sales. What do you do? There are lots of ways to advertise any business. As the business owner, figuring out what the best advertising options are seems like a piece of cake. Afterall, you know your business and you know your customers, so it's natural to believe that you can advertise your business effectively all by yourself.

Unfortunately, many business owners think that and then wonder where it all went wrong when all that new business they were expecting doesn't come rolling in. I see this same scenario play out all too often and it happens because sometimes, as the business owner, you can actually be too close to the problem. Your business is your baby. You care so much about it that it can be easy to see things as you want them to be instead of how they actually are.

Advertising a business here and there in a scatter-shot manner only works by chance. You may as well take your ad budget to Vegas and bet it all on black. You might get lucky and double your investment, but you're equally likely to just lose it all. That's no way to grow a business.

An easy fix is to just ask for someone else's opinion and/or guidance. That doesn't mean ask your employee or your significant other and definitely don't ask the guy who's trying to sell you ad space somewhere. Ask a professional marketing consultant to develop a custom marketing plan for your business.

marketing plan meeting
Having a marketing plan prepared is not expensive. It's basically an evaluation of your business model and a roadmap to guide you on where your best advertising opportunities are and how to structure your message to effectively reach your target audience.

A good marketing consultant can see things on your behalf from a different perspective than you can because they can be more objective. In most cases, better advertising options or tactics are more obvious to someone who is not so personally invested in the business. That's a skill I like to call Obvious Marketing.

Obvious Marketing happens quickly. Differences, errors or omissions in whatever is already in place are easily recognized when all efforts are evaluated as a package instead of as separate items. Is the message unified? Is branding consistent? Is the target audience being reached across multiple channels that cater to the same demographic? If the answer to any of those is no then why?

To an experienced professional marketing consultant, it's obvious what needs to happen next. There doesn't need to be a lot of thought or extensive research or planning. All of that comes later to discover new ways of fine tuning or expanding reach. Obvious Marketing kicks in first and, 9 times out of 10, improvement and success soon follow.

If you would like to try some of my secret sauce on your business, contact me and tell me all about it.