We frequently run across business owners who have a negative opinion of marketing. We get it. You’ve made countless sacrifices for your business. You are naturally wary of putting everything in the hands of marketers who could jeopardize your success.
Maybe you don’t take it seriously. Maybe you’ve had bad experiences in the past. Whatever the case, it’s time for a reality check.
What’s the Point of Marketing?
Let’s start with one simple fact: you need marketing.
Without marketing you don’t have sales. It’s the key to driving qualified buyers to your door.
It’s not about flashy ads or catchy slogans. Those are just byproducts of a marketing strategy.
Marketing is about getting the right people interested in what you’re selling. It’s about letting buyers know you exist.
If you’re skeptical about marketing, consider this: without it, how are you supposed to reach those buyers? How do they discover your products and services? Dumb luck will only get you so far.
Business owners who are skeptical of marketing typically claim they just use “word of mouth” and referrals. That’s still marketing.
But what happens when the referral stream runs dry? What happens when a competitor steals the words out of the mouths of those who might mention your name? That’s when it’s time for something different.
Why Do Business Owners Hate Marketing?
For starters, not all business owners hate marketing. But the ones that do usually fall into the following broad categories:
They’ve Been Burned Before
We’ll be the first to tell you, the world is full of bad agencies and marketing consultants. We won’t sugarcoat that.
Some marketers have a one-size-fits-all approach that fails to meet the demands of unique business challenges. Some marketers make unrealistic promises. Some marketers want to upsell you for billable hours or charge for every little service. Some are just terrible at customer service. .
We don’t blame these business owners. Once bitten, twice shy. It’s normal.
But not all marketing is created equal. You have to keep trying.
They Have Trust Issues
Marketing requires trust. Trust in the strategy, trust in the process, and trust in the people behind it. If you second guess and insert yourself into every marketing decision, it won’t work.
We’re not suggesting you just hand over money to a marketing team and then hope for the best. That would be a disaster.
We suggest taking your time to build trust with a marketing partner who fully understands you, your business, and your target audience. Then be an active participant in the process without being a micromanager.
They Don’t Think Marketing Works
The vast majority of times this is because they haven’t seen marketing done properly. They worked with weak marketing partners in the past, they didn’t get results, so they waved their hands and exclaimed, “Marketing doesn’t work!”
It works. You’re just not doing it correctly.
They Don’t Like Spending Money to Make Money
Newsflash: marketing isn’t free.
Even the so-called “word of mouth marketing” costs money. You paid for it with time, quality, and putting your personal brand on the line.
But marketing done right pays for itself.
Also, those low cost marketing teams? Beware. If it seems too good to be true, it is. You’ll end up paying with poor results, or you may find yourself in an endless loop of upselling for added services and billable hours.
They Don’t Understand How Marketing Works
This perception can be a positive and a negative. We wouldn’t expect a business owner to know how to develop a robust marketing strategy that elevates a company above referrals and “word of mouth”. It’s a specialized skill that takes training and experience.
The good news is, with the right marketing team you can learn and start to appreciate good marketing that actually delivers results.
They’re Impatient
The pressures of running a business naturally creates feelings of impatience. We don’t blame you for being anxious if your company is running in the red.
Unfortunately, marketing takes time. If you’re expecting overnight results, you’re in for a rude awakening. Our advice is to reset your expectations.
You can’t throw money at a marketing strategy and anticipate amazing results in 90 days. Heck, depending on the situation, 180 days may not be enough. Every situation is different. But you can be rest assured the investment (in money and time) will pay off when you use a solid marketing strategy.
They Think They Know It All
It’s time for a gut check here. If your business isn’t generating the kinds of sales you expect, maybe you should humbly acknowledge that you don’t have all the answers. That’s okay.
But nothing kills a successful marketing strategy like a stakeholder that ignores all the best practices of a qualified marketing team. Releasing some control can actually deliver the biggest results.
Examples of Skepticism In Action
Maybe some of the above resonates with you. Or maybe you think you’re different. Here’s an example of how skepticism compounds on itself:
Joe the business owner knows his marketing isn’t working. He’s reluctant to hire another marketing team, because the last three teams let him down. He wasted a lot of time and money, and now his sales have slumped.
He finds a new team that offers a robust strategy to get him out of the hole he’s in. He hires them and then proceeds to question every suggestion they make. He crosses out lines in the strategy, pushes back on expensive tactics, and completely rejects the popular new platform he’s never heard of before. (“Tiktok? What’s that?”)
The end result is a frankenstrategy that is far too safe and way too lean to generate sales in the unrealistic timeline he’s set for the team. The marketing fails. He fires the team. He’s back to square one.
If this sounds familiar, you may want to take a hard look in the mirror. Or call us. Our CEO will set you straight.
Why You Should Listen to Your Marketing Team
You wouldn’t hire a plumber and then tell him how to do his job. You should take the same approach with marketing.
We’re not suggesting you agree to every little idea. We’re not even encouraging you to become an inactive participant in the marketing process. But if you’ve moved past the selection process and decided to put your trust in a qualified marketing team, listen to what they have to say. Learn as much as you can. Give them the opportunity to make you proud. Your sales depend on it.
Marketing Isn’t a Silver Bullet
We hate to break it to you, but marketing isn’t going to solve all your problems. It’s a tool, not a miracle cure. If your business has deeper issues, no amount of marketing is going to save it.
The most common problem we run across is a company whose sales process isn’t ready to convert new leads.
The second most common problem is a company who doesn’t have their operations finely tuned to meet demand.
Our advice is to address the root causes first, then market your way to growth.
Make Marketing Your Partner
Your marketing team isn’t just a vendor. They’re your partner. They have a vested interest in your success because your success is their success. When you make money, so do they. It’s a symbiotic relationship.
Treat your marketing partner like part of your team, and they’ll go above and beyond to deliver results. Build a rapport, establish trust, participate in the process, and then get out of the way. You have other things to do, like run your company. With a solid marketing plan in place, the sales will come.