Do you remember the Kevin Costner movie called ‘Field of Dreams’ where the ghosts in his corn field told him that ‘if you build it they will come’? This is the most common misperception I hear about in Small Business Marketing, that if you build something amazing people will just.. well.. show up.
The truth is, it doesn’t matter what you build, make or create. Without a proper sales and market strategy, without a focus on selling, it’s highly unlikely anyone will buy your products or services. The reason I say this is simple, we live in a world where we are bombarded with information and offers, where our attention spans are short and our hunger for consuming content is insatiable and there’s so much rubbish bombarding our senses that its almost impossible to cut through all of the sh$t.
Hubspot recently released their 2019 Digital Report and Australians spend an average of 5 hours using the internet (via any device) every single day, 1 hour and 31 minutes of that on social media. My primary school maths tells me that after deducting 8 hours for sleep that 9.4% of our waking ours spent on social media! Wowza.
The top 4 websites (by monthly traffic) were Google.com followed by Google.com.au, YouTube.com and Facebook.com. In this day and age you cannot afford to be without an online presence of some kind.
Back to the Field of Dreams though, where we start a business because (usually) we can make or do something really well, and we assume (perhaps mistakenly) that being able to do something really well is going to be enough, that ‘if we build it they will come’. Why is this thinking flawed?
Because people are inherently lazy, and because each persons sphere of awareness is infinitely smaller than what we think. Chances are good that the majority of people rarely look outside of their neighbourhood or usual travel routes for anything, but the latest hubspot data shows that they are, however, searching online. Considering that almost 60% of small businesses don’t even have a website its no wonder that most small businesses fail within the first few years.
So, what’s the solution?
- A solid business plan and action strategy with actionable and measurable goals.
- A marketing plan that includes not just social and digital marketing but what we call the 1% percenters (see below).
- 1% percenters are the Local Area Marketing (LAM) campaigns that keep your business at the forefront of your potential customers minds.
- Ongoing monitoring and measurement of sales and marketing campaigns, and feedback / reviews from customers.
- Constant innovation and fresh growth ideas to cut through all of the competitions marketing.
These are just 5 of the possible solutions to keep your business thriving.