When you’re been doing your own marketing for a while, it is really hard to see the wood through the trees. You can feel like you’ve hit a brick wall or quite often you don’t realise there’s a problem until the enquiries (and the money) stops coming in.
The good news?
Your “Why is my marketing not working?” thoughts can easily be rectified.
Maybe the strategies you used in the past just aren’t now getting traction or the money you’re throwing into Facebook ads is struggling to be an effective way to promote your business.
If this resonates with you then please know that you are not alone. Most of us, at one time or another, have been there. Whilst most people have been in the same boat, not everyone will be self-aware enough to realise that things need to change.
But where do you start? How do you know when your marketing isn’t working?
Here’s the reasons why your marketing isn’t working and how you can make it work for you once again…
You’re not standing out
I always say to my clients, if people aren’t buying your products or services it isn’t necessarily because they are rubbish. Usually people aren’t buying from you because they haven’t found you yet.
Having some media credentials is always helpful to become more visible and add logos into your ‘as seen in’ image and can be relatively simple to achieve.
If there is no clear difference between you and your competitors then you aren’t going to stand out. Customers won’t take notice. While I urge you not to spend too much time on researching competitors, it is a good exercise initially to see what they’re offering.
How can you serve your clients differently? What can you offer than no one else does? Why does your personal and career experiences set you apart from competitors?
Start by writing out a list of benefits your customers have from working with you. Then define your brand, your messaging and your values. Basically, set aside time to ensure you know what your business is and what it stands for. Your values should be aligned with your business goals and where your business is heading.
Times have changed my friend
Things change. Industries change. The internet evolves. Products and services are launched every day making more competitors and more noise online.
The developments in the online world are challenging for even the pros to keep up with so with a million other things to focus on, it can be tough to keep up.
Chances are things have moved on since you started your business so it’s a good idea to try and become aware of what has happened to your industry, perhaps even your customer’s industry to start to get an idea of how you can implement new ways to connect with your audience.
You can outsource expertise to implement your new marketing ideas or to create a strategy for you to then use.
You are not marketing to the right people
As with the last point on times changing, you could find yourself marketing to a group of people who are no longer going to buy from you. Maybe you’ve changed niche and your old customers aren’t keen on purchasing services on your new path.
Whilst I am a big believer in focusing on marketing activities you love, I would always add that there has to be a sweet spot between that and what your customer will connect with. If you love writing yet your audience wants to watch video then you may have to consider marketing in this new way to be noticed.
Hone in on who your audience is so you can decide the right marketing activities to get in front of them. Consider how your audience consumes their news and information by looking at what they are reading, watching and listening to right now.
You do not need to worry about mass marketing, all you need to do is get your products in front of people who are ready to buy.
You’re a little inconsistent
- “How often should I post in my Facebook group?”
- “How often should I write a blog post?”
- “How often should I do Facebook Lives?”
- “How often should I email my list?”
These are just a few questions I am asked ALL the time by clients and my community of business owners. My answer is not a statistic, it’s…
If things are irregular or sent at randomly without too much thought of your brand or messaging you confuse your audience.
Trust will created once you are consistent. Consistency could be sending your mailing list regular content right through to the images or brochures you design matching the design of your website.
When people find you online, they may not recognise your name but they will recognise the branding.
Start creating consistent marketing with a simple brand guidelines including fonts, colours and tone of voice to use. Having this makes things easier to manage yourself or for you to handover to your team.
Listen to feedback
Take a step back and remember recent conversations you had with your clients. Were they telling you what they were struggling with? Did they share with you why they bought your products – was it need or desire?
Listen to what your clients are telling you about your business, the good and the bad. Chances are you will have valuable feedback already without realising it.
As well as listening to current clients you can also use the opportunity to do market research and release a survey to potential customers. You can also look at some statistics too, to see what blog posts or social media posts had much higher views or reactions. This will start to give you an idea on what your audience is enjoying seeing from you.
Feedback will help you evaluate your overall business strategy to ensure you are delivering what your customers need from you.