Is marketing even a good idea right now?

Am I shooting myself in the foot for downplaying the role marketing activity, especially digital marketing has to play? Possibly but I honestly don’t care.

For me, who wants you to have the best results, I always get super frustrated when I spend the time working out what a client needs, I write a plan, give it to them plus a bunch of supporting help, and then it gets put in a folder on their computer and just doesn't happen.

But I do get it.

Often that’s because it’s tough being a small business owner. AND when you’re doing everything, marketing is hard to keep consistent. It’s even harder when you know deep down that more customers is just going to increase the pain because it’s going to be more work, without the profit. (which is why we spent the last two weeks talking profit and spend)

So before you look at increasing your numbers of new customers, check your profit and spend areas are all ok. We need a business running on sound processes and systems before we grow it. Be conscious of any issues with supply or service deliveries. Check you are delivering on your promises as a business owner and then….

THEN THINK ABOUT MARKETING.

When we talk about marketing to new people it's always about increasing traffic to your website, store, places of business

There are so many things you can do to increase traffic to your website, and your store. That's what a marketing strategy is for.

And it is a numbers game. For a service-based business, we can expect only 1-3% out of every hundred new people to convert when they come to your website. For an eCommerce site, it’s between 1.5-7% (if it’s higher on your reporting it means you're getting more repeat customers which means drop the percentage)

To get those numbers, you need to have a consistent and effective marketing habit, that's using the best tactics for today (which might be different than the tactics a year ago)

I think the hardest thing about marketing as a small business owner is the expectation to stay up to date and feel confident in all the marketing.

And the biggest change I see is around our new need to really focus on video, and creation of short-form video content. I know it’s a huge block for so many, as it’s that issue of HOW, and DO I HAVE TO, and I HATE BEING ON CAMERA.

This is the stuff of nightmares for some - but it's also the stuff that can really make an impact on your business.

If you've got blocks around it, take time to work through your limiting beliefs, get a little upskilling on techniques and get a plan together. (coincidentally - we cover all of that as part of my group coaching programme - you can check it out here )

Regardless - marketing is a numbers game. Need more leads? Get more traffic coming your way. Just make sure before you do... you're ready to keep your promises and serve your clients well.

Get Rachel's book Be A Spider, Build A Web: Sticky Content Marketing for Small Businesses at?beaspiderbuildaweb.com . (print and e-copy)

For over ten years Rachel Klaver has worked with small business owners on their marketing, with a specific interest in content marketing strategy. She loves playing with language and shares her own marketing catchphrases such as "Be a kind spider" and "You have never killed a man with your face" As a small business owner, often low on time, and with a distinct aversion to admin, Rachel loves helping other small businesses catch the marketing bug. Her insights and personality shine through her weekly podcast MAP IT Marketing, her weekly column in NZ's national newspaper Stuff, and her content on any platform they let her have an account!

You can get in touch with Rachel HERE