Only two more days until we gather with family and friends to count down the final seconds of 2019 and welcoming in new year filled with promise and success. Being so close to the end of the year, it’s a good time to take a few minutes to recap the past year and see how you did. Here are five possible reasons why your 2019 marketing didn’t perform as well as you may have hoped and how you can do better in 2020.
You Got in Your Own Way
The biggest challenge we see for business owners is that they’re carrying too many responsibilities in their business and some things on their desk (read: marketing) don’t get the attention they deserve. If you have marketing collateral sitting on your desk waiting for you to find time to get to it, you might be getting in your own way.
Your 2020 Solution: Bring the right resources on-board and trust that they’ll do a great job – under your supervision, of course!
You’re Afraid to Invest
Plainly put, marketing is an investment. It’s something you have to put into before you can yield the benefits. The tough part is that the benefits can trail the investment by weeks or months, meaning that you might have to keep investing for a period of time before you start seeing results. We staunchly believe that marketing should be an investment with a positive ROI, but if you don’t have the confidence and patience that your investment will pay off then you might find yourself in perpetual marketing ineffectiveness.
Your 2020 Solution: Find the right marketing resources that can give you a structure for measuring your marketing ROI and get them started on some marketing initiatives that promise the highest ROI in an acceptable amount of time.
You Don’t Really Have a Marketing Strategy
Too many people approach marketing on a project basis, when marketing should really be approached as a process. You should think of your marketing as something that continually evolves, just like your business and market, competitive or regulatory landscapes. If you don’t have an on-going marketing strategy that includes regular reviews and enhancements, your marketing can end up disconnected, inconsistent and ineffective.
Your 2020 Solution: Take time to create a basic marketing strategy and put (at least) monthly check-ins in your calendar to make sure the strategy that you’ve created is relevant and improve it where necessary.
Marketing Isn’t a Priority
There’s an old adage that marketing is something you do in your business when you’re not busy. And we get it: if there’s a choice between working on marketing that will bring benefits at some point in the future and servicing a customer who is willing to pay you right now, we’d go for the latter, too. There are marketing tools that can deliver fast results, but those results could come at a premium cost.
Your 2020 Solution: Create a marketing plan for the year, put check-ins on your calendar and stick to it. If you don’t have enough bandwidth in your business, bring some extra marketing resources on-board to help build your marketing platform so you don’t have times in your business when you’re not busy.
You’re Not That Good at Marketing
Geez, that’s a tough one to write and probably a tough one to read if it hits a tender spot. But if it matters, I’m admittedly not good at dentistry, changing my oil, growing my own fruits and vegetables, making my own clothes, or building my own 5G cellular communication network. When you go into business, you’re probably an expert in the product or service that your business provides. But going into business brings along some heavy baggage, namely: accounting, operations, legal, human resources, and – you guessed it – marketing. It’s not a bad thing if you’re not an expert at each and every department of your business.
Your 2020 Solution: It’s not a bad thing if you’re not good at marketing but to help support the part of your business that you are awesome at, find the right marketing resource and let them help you with some intentionally good marketing.
Intentionally Good Marketing in a Minute
It’s the end of 2019 and some business owners might not be fully enthused by how their 2019 marketing efforts panned out. We engage with a lot of business owners and some of the leading causes are that marketing initiatives stall on the owners desk, the owner doesn’t view marketing as an investment, there’s no underlying marketing strategy, marketing isn’t a priority or the business owner isn’t that good at marketing. If you want to achieve more effective marketing, bring extra marketing resources on-board and create (and stick to!) a marketing plan in 2020.
If you’re looking for a marketing agency that can help take your 2020 marketing to the next level, we’d love to be your answer! Get in touch and let’s talk about how we can help you build an intentionally good marketing platform to grow your business in 2020!