The #1 obstacle to good marketing isn’t a lack of options. For many companies there are too many options. This is just one of many marketing roadblocks business owners face.
In this blog post, I share comments I’ve heard about B2B marketing challenges. I also share potential solutions and the rationale for why you can overcome them.
My arguments are based on front line experience working with business owners on the best way to market their business.
ROAD BLOCK: “There are so many options; I have no idea which marketing tactics work.”
SOLUTION: There is a sea of marketing options which makes selection an overwhelming task. An ideal starting point in determining the right promotional mix is to understand where your customers spend time. Get to know how and where they consume marketing information.
You can do this several ways. Listen to your customer service representatives. Their direct customer interaction provides them with a good deal of market intelligence.
Company leadership should visit customers at their location. Ask them in a face-to-face meeting how and where they get their information.
Brief customer surveys are another way to get feedback needed to make informed marketing decisions. In today’s digital age, business owners can reach customers economically. But keep them brief or your participation rate will disappoint.
ROAD BLOCK: ”We tried that and it didn’t work.”
SOLUTION: This is a common reaction to marketing. The first place to look for reasons why marketing failed is the process. Marketing only works if it is part of an integrated system. Imagine the sales funnel. Marketing brings qualified leads to the top of the funnel. From there, the leads must be followed up on and nurtured either continuing all the way through each subsequent stage of the funnel to closing or discarded.
Another common cause is lack of repetition. Marketing needs time to take hold. That happens with repetition and monitoring.
ROAD BLOCK: “It costs too much.”
SOLUTION: Marketing is an investment. Therefore, monitor it periodically. Determine what return it brings to the organization (ROI). The good news is that many of today’s most effective digital marketing tactics are measurable.
ROAD BLOCK: “Marketing is confusing, there’s too much jargon. Take the hassle out of it for me.”
SOLUTION: There is a lot of marketing jargon, which makes marketing a hassle for some business owners. However, the core principle of marketing communications is the same as it always has been: Communicate the company’s value to its target market and nurture relationships with customers.
Challenges are opportunities in disguise for companies that practice continuous improvement! Don’t let these obstacles get in the way of marketing your business successfully.
How does a business owner figure out what marketing tactics work for them? Contact Affinity, we can help.