Marketing is on every business owner’s mind, but it often falls to the bottom of his or her list. Why do you think that happens? In my experience, this pattern is usually caused by lack of clarity about what one will be doing and why, or a belief that nothing one tries will have any real impact. For business owners, a group juggling a lot of competing key priorities on a daily basis, it can feel like a waste of effort and time to market at all.
At The Rachel Greenhouse Agency we refer to this type of activity as “Random Acts of Marketing.”
When your efforts aren’t rooted in a clear strategy–one that is tied to actual and measurable business goals–and you don’t have a workable plan for executing on that strategy, your random activities to market produce random results, if any.
The problem with random anything is that it is unpredictable.
You can’t take random ideas to Shark Tank for an investment and you can’t take random amounts of money to a banker as proof that you’ll be able to pay for a mortgage on a consistent basis.
Due to the stress of knowing one “should” be marketing the business, while not knowing how to devote the focused time and thought required for strategy and planning, business owners are often drawn in by the latest marketing trends and promises of easy results.
These sorts of headlines are appealing to all of us because they make it seem like there is a master marketing key that will unlock brilliant sales just like magic.
It’s tempting to hand over the cash and hope that everything will be easy from that moment forward.
Unfortunately, things rarely work out that way and business owners instead find themselves a year later and a dollar shorter, yet back at square one.
Get Proactive Instead Of Reactive With Your Marketing Plan (by Tara Gentile)
“Marketing your small business can feel like throwing spaghetti at the proverbial wall.
You try all the things you’re “supposed” to do (blogging, making videos, posting to social media…) and you try to keep up with the “hot new trends” that promise to change the way customers find you… Marketing isn’t something you want to mess around with. You want confidence. You want to know it’s working. And, perhaps most importantly, you want to know exactly how you can accelerate your success once you get it right.
Most business owners lack 2 essential pieces of the marketing puzzle. These 2 missing pieces keep them from fully utilizing all the effort they’re already putting into marketing while also keeping them from discovering just how rewarding (and fun) marketing can be. The first essential piece is a plan. That plan needs to help you be productive, efficient, and decisive. It can ever bring focus and clarity to the whole way your business operates. This class has that covered. The second essential piece is a solid messaging foundation. The difference between your campaigns and the ones that really, truly pay off isn’t ad spend, hot new trends, or expertise—it’s a message that connects with exactly the right people every single time…
Sticking with a strategy helps you to get TRACTION.”
At The Rachel Greenhouse Agency, this “throwing spaghetti at the wall” promotional style is what we refer to as Random Acts of Marketing.
Ridding the world of this time- and money-waster is one of our chief initiatives.
We’ve got strategic skills, creative ideas, and a powerful process designed to guide even more of you away from the temptation to engage in Random Acts of Marketing. Instead, we’d like you to have a strategic and highly-customized marketing plan to drive you toward greater business success in 2018.
This is what I’ll be talking about at July’s Lunch and Learn. Space is limited, so if you plan to join us grab your ticket now.
If you’re looking for an even more in-depth and customized assessment of how your marketing can be more strategic and impactful, book a Strategy Session with me.