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Business owners run their firms like a small, private company. They spend time with clients, suppliers, and team members to get to know them so they can trust one another and feel comfortable collaborating. They also spend time with these people outside of work because it’s where they want to be and there are plenty of people who want to be around them. A private company is meant to operate as an extension of its owner’s personal life, not the other way around. Business owners need to spend more time engaging with potential customers, current customers, suppliers, distributors and anyone else who has an impact on their firm’s success.
You’re Not Selling Your Products or Services
You may be one of the most knowledgeable people in your industry.
You may be a specialist in a very specific area. You may have a unique selling proposition (USP) that is the driving force behind your business. All of this is fine and it’s good to be proud of your operation, but it’s not the purpose of your business. Your primary purpose is to offer goods and/or services to customers so they can make their lives better. You’re not in the business of selling your goods or services. Yes, if customers want to buy your products or hire you to do work, then by all means help them. However, your goal as the owner of your business is to get as many people in your market as possible as a customer at some point in the future.
Keep reading to find our Why Most Business Owners Don't Market Their Business...
You Don’t Use Powerful Marketing Tools
You’re a human being and a human being is limited in what they can do.
You can’t brand your products with the same intensity and sophistication that a large, multinational corporation can do it. You can’t use sophisticated marketing techniques that drive people to click and click and click until they buy something from you. You can’t engage and interact with people in the same way that large corporations do. You must make sacrifices to use business tools and forgo other things because you’re a small business owner. You must be very careful about how you allocate your time, energy and money.
Small businesses are often not able to use the tactics employed by larger corporations because they’re too busy managing their own operations. This is a common frustration among entrepreneurs. It’s also a big reason why marketing your business is a big problem.
You Don’t Engage With Prospective Customers Before They’re Ready to Buy
If you have a product that a customer wants and is willing to spend money on, don’t you think they’d be willing to talk to you if they saw you? If they’re walking down the street and see a sign for your business or maybe see you doing work, don’t you think they would want to know more about you and your business? This is basic marketing.
You can’t just show up suddenly and expect people to know you now just because you saw their name on a sign. You must build relationships before you have a need for them. That sounds like common sense, but it’s something that business owners often neglect.
You Don’t Use Social Media and Email Marketing
Social media is a powerful marketing tool. It’s also free and you can use it with just a basic investment. It’s a great way to connect with people and share your message with the world. However, the amount of time you spend on social media is determined by you. You can’t expect to spend all day every day engaging with people on social media.
You also can’t expect people to respond to your messages if you only send them out a few times a week. You can’t expect people to care about your business if they don’t see it.
Social media is great for making connections and setting the stage, but it’s not the show. Email marketing is a powerful marketing tool. It’s also free and you can use it with just a basic investment. You can’t expect people to open your emails if you only send them out a few times a week. You can’t expect people to care about your business if they don’t see it.
Conclusion
In business, you don’t have the luxury of being overly friendly, warm and caring. You can’t be there to listen to people’s problems or provide solutions. You can’t offer free advice or support. You can’t be a psychologist or a priest. You can’t attend weddings and funerals. You can’t do all of the above.
You have to be the person that represents your company. This is not an easy task and it takes a lot of confidence and bravery because you have to stand in front of people and face rejection.
Don't just run your business, learn how to market your business so you have more customers than you know what to do with.
But you don’t have to do this alone. You can hire a marketing expert to help you create a strategy and execute it.
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