We’ve all heard the rumors of small businesses that thrive with barely any marketing presence—perhaps it’s due to a very well-established history and reputation; an excellent location for walk-in traffic; or simple luck and word of mouth. Perhaps your business has thrived so far through a combination of these conditions – but if that’s the case, you are leaving a lot of money on the table if you’re not marketing. And most businesses won’t survive at all without it.
Here are three reasons your business won’t succeed long-term without a solid marketing strategy and consistent follow-up.
1. Most of your potential customers won’t know about you.
You may be attracting business through simple word-of-mouth, a great location, or relationships you have within your industry. The fact that you’re succeeding in this area without a concerted marketing strategy means that you do what you do very well, and the demand is there. But the number of potential customers who find you is, by definition, extremely small.
Think how much larger your potential pool of customers would be outside of your existing circle. Even if you work in a very small B2B niche, you could expand your reach (and even gain access to higher-level customers) with a strong marketing strategy that clearly explains why you excel and why others should work with you.
2. Lack of marketing hurts your credibility.
If you’re a customer searching for a certain kind of service, especially one that’s built on expertise, which would you choose? The business that consistently markets its services, explains what it does and why it’s the best, and demonstrates its expertise – or the one you’ve never heard of, that doesn’t conduct any marketing at all?
If you have a consistent marketing strategy, it clearly shows that you’re very active in your field – and if you’re too busy to handle marketing yourself, people will notice that you have the budget to pay for it. Fair or not, those assumptions serve to make your business look more established.
3. Your competitors will get there first.
If you’re not marketing, your competitors are. They’re finding, targeting, understanding and speaking to the people who would otherwise do business with you. They’re having conversations, getting to know the customers, and getting the business. That could be you.
Marketing is crucial to the success of any business. Even if you’re keeping your business afloat without it, you could be much more successful if you were marketing. Consider partnering with a marketing company, and you’re likely to see your business increase exponentially.
Kristen Nevins, CDMP, has over a decade of experience in marketing and communications. She joined Direct Connection in early 2018 and leads the team with her extensive digital marketing expertise.
For additional information, contact Kristen at firstname.lastname@example.org or 707.410.7254.
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