The Most Common Small Business Marketing Problem: Missing the Forest for the Trees
Many small business owners know that successful marketing can play a huge role in their growth. It is very common for us to hear these owners have great ideas for what they want to do, but they all have the same issue: due to lack of people and resources, they fall into the trap of focusing on single marketing ideas or tactics, instead of an integrated marketing strategy that incorporates multiple tactics for reduced cost and increased performance.
There are a lot of marketing agencies out there who focus on specific marketing tactics such as direct mail, new websites, advertising, etc. Yet, for a business to have integrated marketing, they would need to hire multiple companies and have the time to manage and coordinate all of them to ensure they are helping the business grow.
We have worked with a client who has the yearly tradition of going to an important trade show that they once deemed perfect for their market. They make it a priority to go each year, with the same booth they’ve used for years, to get their business noticed, make good connections, and hopefully come back with buckets of leads.
Unfortunately, the buckets have been getting smaller each year and they’re not sure if it’s the show (Is it still the best show for them? Are there newer, better ones now?) or them (is the booth the best it can be? Should we do any marketing before the show to drive up booth attendance?)..
Worse, the effort this trade show requires held them back from doing other marketing. Trade shows, take up a lot of time, dollars and stress, so often doing just this will feel like enough to a small business owner. Who could blame them when they don’t have the time or resources for more?
Fortunately, since working with Sales Renewal, we have been able to work with them to increase the return of their Trade Show investment while at the same time combining Trade Shows with a diverse set of other marketing tactics that complement each other nicely.
Want to learn what we may be able to do for your firm? Get in touch now.