Small businesses have many excuses why they should not invest in marketing. But it is a myth, an illusion, which over time becomes a reality as a consequence of missed opportunities.
Marketing is about creating visibility and educating everyone around the company and its products. Whatever you do with this intention is actually a marketing activity. It is, therefore, an investment of time and creativity. The more and the better you invest, the greater the return.
What are the most common myths circulating about marketing in small businesses?
- My target audience is older, so social media will not work. According to a survey conducted in late 2012, 32% of seniors who use the internet use social networks. They prefer to have a Facebook.
- Website adapted for mobile devices is not necessary for a small business. However, a mobile site visitor represents an ideal potential customer. In addition, the number of adoption of smart phones and tablets in population continues to grow. To reduce costs, use only one website, but adjust it is good to use for all visitors.
- E-mail marketing is already dead. The opposite is true especially when you have your own address database, for example. of you current customers.
- I have a logo, so I have a brand. A brand is much more than just a logo. It is the overall impression of how the company (or product) is perceived. Anything you do is part of your brand communication and an opportunity for shaping and reinforcing your brand.
- I ask a friend to make a website for me. Creating a website is not just a matter of programming and graphics, it is a marketing tool. Therefore, it should be created by a professional. If nothing else, have a marketing professional to evaluate him.
- Good marketing works instantly. Actually, marketing is a permanent contact. In the case of content marketing, expect significant results after a year. Marketing is an investment that brings a return over time.
- Marketing is advertising. No. Marketing is about educating the target group - what you offer, why they should buy from you and where to find you. One of the tools by which this is achieved is advertising.
- A lower price will increase sales. If this were true, there would be no more Mercedes cars available for sale, but only Kia and Hyundai. People still believe the saying "you get what you pay for." That's why communication of value is important and therefore the value must be correctly priced.
- Social marketing does not cost anything. Except from people and time, otherwise it would not work. Then you also need content that will be of interest to your target audience, and someone who will build relationships with fans and shape the brand reputation.
-th-