Is Your Marketing Paying Off? 3 Myths That Are Holding You Back

The reality is, marketing only works when you keep at it.

There’s no magic potion to drink. No secret algorithm to crack. And not enough keywords on the planet to stuff behind your name to turn you into an overnight sensation.

The key to effective marketing is consistency. Not just doing it when you feel like it or when time permits. But making a commitment to finding a strategy that works for your business, implementing it, and tracking its results.

Yet, for many small businesses, unsuccessful marketing efforts aren’t from a lack of trying. In fact, you’ve tried a lot, in some form or fashion, and it’s still not working and you feel defeated.

Many of you give up.

But I encourage you to never give up. You only lose when you stop trying.

And with so many promises out there about getting fast results, hopefully debunking a few myths will give you perspective and convince you that there is light at the end of the tunnel if you keep walking toward it.

Myth #1: Social media is the only tool I need.

Social sites like Facebook, Twitter, Pinterest, and Instagram are great tools to use to promote your business. However, while cheap and easy to set up, seeing results through social media takes time and a dedicated effort to posting good content (things that your audience actually cares about and has value to them) and engaging that audience in a good conversation.

And every social platform is different and they won’t all fit your business model or targeted audience. Start with the one you understand most and that your customers are more likely to follow you on. Take about 30 minutes a day to explore and connect.

Keep in mind, email marketing still outperforms social media. So, take every opportunity to collect names and email addresses to start building yourself a good database. Don’t SPAM them with self-promoting emails. Instead, send emails that keep them updated on what’s going on with the business and how it benefits them.

Lastly, get out of your office every day and tell at least three people about what you do and why you do it. You’re a walking billboard for your business and connecting with real people face to face is a great way to get the word out.

Myth #2: Nobody does marketing plans anymore.

Just like you should have a business plan to help you develop your business idea, setting clear and concise goals for your marketing, for both online and offline activities, is essential to the long-term success of promoting your business.

Think of a marketing plan as a roadmap, detailing the best route to take to get your business noticed by the people you want most to notice it.

But, if the full plan is too much to take on right now, try starting with a 90 day plan to help you focus on short-term needs.

Myth #3: I don’t need to hire a marketing professional.

In reality, some marketing you can do. And when you’re first starting out, many of it you will do. But, as you pick up steam, you will soon realize that it’s extremely tough to be responsible for sales, bookkeeping, marketing, customer service and the numerous other hats that small business owners often wear.

Bringing in an expert to guide you through the process and give you the tools you need not only makes sense, but it saves you time and money in the long run because it allows you to focus on growing your business and coming up with new ideas to provide additional value to customers. It’s hard to do that when you’re spending a good portion of your day in operations.

Let the experts do what the experts do and you do what you’re good at. Be the visionary.

It’s a marathon, not a sprint.

Seeing the results of any marketing effort takes time and hard work. While overnight sensations do happen, let’s not bank on it happening to you.

Whether you’re building a presence on social media, sending out emails, or handing out coupons on the street corner, just know that results will trickle in, but in time, your efforts will pay off it you keep at it and bring someone in to help you sort it all out.

Too many small business owners give up when they’re so close to reaching their goals simply because it wasn’t working fast enough.

Don’t let that be you. Hang in there and ask for help.