Missing Opportunities When You Neglect Marketing
What happens when a small business either can’t afford marketing or does not have the experience to do it themselves, but still wants results?
In the journey of entrepreneurship, opening your doors is just the first step. The truth is, without investing time, money, or interest in marketing, you are likely to see minimal results if any at all.
We recently had a local small business in Hilton Head Island reach us interested in exploring marketing options to help propel their business. After a throughout evaluation, and with practical marketing solutions in hand, the business owner said “no thank you”.
A Little Background
The business in question opened 2 years ago and has been primarily focused on its line of health and wellness services with little focus on marketing to new customers. Their existing marketing consists of business cards and advertising through an online coupon website that is attracting the wrong clientele.
Furthermore, the business owner is restricted by budget and a lack of marketing experience to do it themselves. While they do have a website, it is poorly positioned on Google and does not give a good first impression. Similarly, their Google My Business Listing is incomplete and does not appear on Google Maps alongside their local competitors.
Our Marketing Proposal
After a comprehensive marketing assessment, we proposed managing their digital marketing to resolve many areas they are lacking. We proposed reformatting their website to be optimized for search results (SEO) and adding a blog section to increase online visibility while gaining authority on the specific services that their local clientele is researching. To generate immediate phone calls, we proposed Google PPC (pay-per-click) advertising to target their local customers. All of these services were quoted at the lowest possible cost and only for essential marketing tasks that we felt would drive immediate business.
The Client’s Response
After reviewing all of the proposal options, they determined that marketing was too expensive. With cost in mind, we turned our attention back to Google PPC advertising which offers the lowest cost entry to participate and only charges you for the ads that reach your audience. We recommended a monthly budget of $500 which is less than the cost of a local magazine ad. The goal is to get their phone to ring and generate the quickest response for the lowest cost. The added benefit of PPC digital advertising is being able to show an actual return on investment without a long-term commitment. Despite our best efforts, the business owner turned down our offer to help.
The Cost of Not Marketing Properly
Effective marketing and online visibility can make or break a business these days. Yet, some small businesses overlook the critical importance of digital marketing due to cost or marketing experience. As small business owners ourselves, we truly understand these challenges and work hard to help other small businesses find the best way into the local marketplace. It does not take a fortune to get started, but it does require the burning desire to promote your business. By neglecting marketing, you inadvertently give your competitors a leg up, allowing them to capture the attention and business of potential customers who might have chosen you otherwise.
Encouraging Tips for Marketing Yourself
Even with limited resources and experience, there's always a way forward in marketing for small businesses. Progress may be gradual, but persistence, free resources, and a positive mindset will guide you to success.
Visibility is Key
Just as you need electricity to illuminate a room, you need marketing to illuminate your business. Without marketing efforts to spread the word about your products or services, you risk remaining invisible to potential customers. In today's crowded marketplace, being seen and heard is essential for attracting attention and standing out from the competition.
Utilize Free Marketing Tools and Resources
Businesses that prioritize online reputation management like Google Reviews and Google My Business listings. enjoy greater visibility, credibility, and ultimately, profitability. Google reviews for a service-type business are the modern-day equivalent of word-of-mouth recommendations. Potential customers frequently consult online reviews before making purchasing decisions, and businesses with positive reviews tend to attract more customers. This is FREE marketing you can do without the help of a marketing agency.
The Power of Momentum
Marketing is not just about immediate results; it's about building momentum and laying the foundation for long-term success. By consistently investing in marketing efforts, you create a steady stream of awareness and interest in your business that can lead to sustained growth and profitability. Without this momentum, your business risks stagnation or even decline. Today is the day to start.
Meeting Customer Expectations
In today's digital world, customers expect businesses to have a presence online and to actively engage with them through various channels like social media, reviews, and placement on Google Maps. Neglecting these small marketing tasks sends a BIG message that you are not invested in staying relevant in an increasingly competitive marketplace. This can erode trust and credibility, ultimately driving customers away.
Opportunity Cost
Every moment your business remains in the shadows due to a lack of marketing is a missed opportunity to attract new customers, increase sales, and grow your bottom line. While investing in marketing may require upfront time and resources, the potential return on investment far outweighs the cost of remaining invisible to potential customers. Thankfully, there are numerous support systems available to help small businesses with startup operations, acquiring proper funding, networking, and small business marketing.
A Trusted Marketing Partner for Hilton Head and Bluffton, SC Small Businesses
Neglecting marketing is like trying to navigate in the dark. It is difficult, if not impossible, to see where you are going or reach your desired destination. If you are serious about building a successful business, investing in marketing is not optional, it is essential. If you are not willing to flip the switch on marketing, be prepared to stay in the shadows while your competitors bask in the spotlight. The choice is yours.
If we can be of any assistance on your journey to success, we invite you to take the next step and reach us for a free marketing evaluation.
