“My Business is Invisible” – 5 Common Marketing Problems
If being invisible is a problem you’re grappling with, the good news is that it’s fixable. Even better, it won’t cost you a fortune to put it right. And you won’t need to recruit a marketing specialist. Most companies in the UK don’t have a marketing department. Why? Because they were set up by freelancers or entrepreneurs for whom getting up and running is the top priority.
There comes a moment, though, when marketing becomes critical to your survival. Marketing is how your brand gets seen, and how your products or services attract buyers. Key to improving your visibility is understanding what’s blocking your progress. So, I want to share 5 common marketing problems that stop your brand being visible:
1. “People Don’t ‘Get’ What We Do”
More often than not what’s getting in the way of explaining your product clearly to customers is you (in the nicest possible way!). You know all about how your product works. You’ve spent sleepless nights working on it. And that’s how you’ll talk about it. Whereas your customers want to know whether it will solve a problem they experience, or make their life easier. Marketing starts with the buyer’s perspective – not the maker’s.
2. “We’re on Page 25 of Google”
It’s heartbreaking to put all your creativity and effort into your business, only to have it languish in the backwaters of the search engines. The solution lies with Search Engine Optimisation (SEO). Google requires every website to demonstrate its value to users, in order to gain a high ranking spot in its search engine. It’s a kind of quality control, utilising a series of criteria to do with the responsiveness of your site, the use of appropriate keywords, and the user experience.
3. “We’re Still Working on our Brand”
Your brand may change over time, it may develop, but it needs to exist in order for you to compete effectively. The term ‘brand’ can be obfuscating. Perhaps it’s better to start with the question “What do we want to be known for?”. Once you know, you can start finding ways to demonstrate the answer to buyers. Learn from your competitors. What do they want to be known for? How can you differentiate your offering?
4. “We All Chip In With Marketing When We Can”
Of course, that’s how you start out – what other choice do you have? But as the business starts to grow it’s vital that you develop a marketing plan in order to operate effectively. Not having one is like not knowing when people are going to be in the office, or when you’ll be ordering key supplies. Having a plan means knowing who you’re selling to; knowing how they buy; and knowing when’s the best time to market your product to them.
5. “We Have Social Media Accounts But They’re Not a Priority”
Social media management requires a whole load of resources to be thrown at it in order to be effective. So there are 2 important decisions for any business to make. First, which platform are likely to reach potential customers? Second, is the business willing to invest 3-4 hours each week in order to grow, maintain and develop ongoing relationships with followers?
Is the Time Right for Outsourcing Your Marketing?
Many businesses can’t afford to hire a marketing specialist full-time. But they could probably afford to outsource the solution for one or two of the problems discussed above. Outsourcing your marketing allows you to buy in expertise in brand identity, SEO, or content creation for a specified period or task. Your business enjoys a boost of enhanced visibility, and you can focus on the things you do best.