What Every Business Leader Should Know About Marketing

As entrepreneurs and business owners, we possess some of the most remarkable qualities—bold confidence, tenacity, and an enduring sense of hope and optimism. These traits are essential for enduring the challenges of building and running a company. Over the years, I’ve worked with hundreds of professionals like you, and I’ve observed that many are missing an understanding of these tough truths:

Hard Fact #1: Your Brand Isn’t What You Think It Is

This one can be hard to swallow, but it’s the truth: your brand is not what you say it is—it’s what your customers say it is. You may have a clear vision in your head of what your brand represents, but your customers will form their own opinions based on their experiences and perspectives.

It’s critical to ask your customers what they think. Engage in social listening, conduct surveys, and collect feedback to truly understand how your brand is perceived in the marketplace.

Tapping into customer insights not only helps you create effective marketing campaigns but also strengthens your connection to your customers, making you even more essential to them over time.

Hard Fact #2: Every Campaign Cannot Be Measured for Return on Investment

Marketing changes quickly, and what worked last month may not work tomorrow. Even the most seasoned professionals won’t always create a winning campaign that directly leads to increased sales every time.

We shouldn’t consider a campaign that didn’t go viral or generate the hoped-for buzz a failure. Every outreach effort increases brand awareness, and you never know when someone who saw your campaign months ago might come back as a customer.

For instance, I had a client in the medical field who ran an ad in an online magazine for three months. A year later, they received a call from a potential major client who had bookmarked the ad and returned to it when they were ready to purchase. The client was surprised and thrilled that the campaign yielded results so long after it had ended.

Even if you don’t see immediate results, remember that each campaign—whether a hit or a miss—is a learning opportunity. So, don’t let it hold you back. Keep moving forward with your marketing efforts and apply what you learn from each experience.

Hard Fact #3: Your Product or Service Is Not for Everyone

Yes, it’s true—your product or service won’t appeal to everyone. Even if they’re a star customer for your competitor, they might not be drawn to what you offer.

But here’s the good news: you have something unique to offer, and your product and message will resonate with a specific group of customers.

We waste valuable time and money trying to market to everyone. Instead, take the time to understand who is most likely to buy from you and provide consistent value to your business. These loyal customers will not only keep coming back, but they’ll also spread the word about your brand. Focus your resources on attracting and nurturing them.

Hard Fact #4: Social Media Isn’t the Holy Grail

We all know social media is a powerful tool, and most companies use it effectively. But it’s not the magic solution to all your marketing challenges. Yes, it’s essential for brand visibility, but relying solely on social media for your strategy is a mistake.

A strong marketing plan should be multi-faceted. Think omni-channel, with multiple touchpoints. Your potential customers are consuming information across different platforms—social media is just one part of their journey. Maybe they’ll find your product on Instagram, but they might Google it to read reviews or visit a store to see it in person.

Your strategy needs to meet them wherever they are. And remember, social media trends shift quickly. What’s effective today may not work tomorrow. It’s far better to focus on a comprehensive strategy rather than putting all your hopes into one basket.

Hard Fact #5: Your Knowledge of Marketing Is Limited

This might be tough to hear. After all, you’ve managed to build and sustain a successful company, right? But just as you have expertise in your product or service, there’s a level of marketing expertise required to take your business to the next level.

Marketing evolves rapidly, and you need a team that stays ahead of the curve while focusing on what will work for your specific business. There’s no one-size-fits-all approach. You may be investing time and money in tactics that only bring mediocre results, rather than following a clear strategy with goals, plans, and measurable outcomes that will lead to sustained growth.

It’s fine to have an intern manage your social media, but if you want to truly move the needle and stay ahead of the competition, you must treat marketing as a key strategic area of your business—one that requires professional expertise and attention.

Final Thoughts

While these truths may be hard to accept, they’re necessary for achieving effective marketing. Before you invest any more time or money, make sure you have a solid plan based on specific goals, reliable data, compelling messaging, and professional execution. You’ll be amazed at how much you can achieve.

— Jan Southern