October is Halloween month, a time when people enjoy seeking out the sensations that scare them.
But let’s bypass the usual frights – vampires and zombies and killer clowns – and confront something truly terrifying: marketing strategy.
Many companies are hesitant to adopt a marketing plan or change their marketing approach, and that reluctance is based in real-world fears about getting it wrong, and what that will mean for the business.
But if you don’t face this fear, the repercussions could be even more serious.
Let’s take a closer look at what scares people most about marketing, and how to make those fears less intimidating.
I’m Afraid to Get Started
This is a big one, especially for new companies. Too many anxieties about how a marketing plan will make or break the business can lead to paralysis in putting ideas in motion. To conquer this fear, start by reminding yourself of the confidence you have in the product or service you provide. If you didn’t believe it filled a need in the market, you would not have launched the company in the first place.
Next, take a closer look at how other, successful companies like yours have promoted themselves. Follow their lead – and if you’re still not sure, call in help from an established marketing company that can focus full-time on promoting your brand, so you can concentrate on running the business.
I’m Afraid I Don’t Know Enough About Marketing
See previous answer. You don’t have to be an expert at everything. That is why marketing companies exist – choose one (like us) that is willing to guarantee its results.
I’m Afraid My Strategy Won’t Work
Then try something else. We don’t wish to dismiss this anxiety, but the fact is marketing is all about trial and error. That’s why, for example, we use A/B testing in the marketing emails we send out to our client’s customer base. We analyze the results, discover which email generated more responses, and then test that one against a new alternative. We do the same with social media, and acquire data that gives us a clear picture of what that customer base wants, and what questions they have. This information then becomes the basis for other marketing collateral, such as brochures and videos.
Some of the most successful marketing campaigns deliver a 3% conversion rate. That means the campaign failed with 97% of those exposed to it. So what? The fact that 3% delivers enough business to keep your doors open is a good thing. If you don’t get that rate of return the first time, learn from it and try again – eventually, you’ll make the right decisions that will deliver sales.
Of course, markets change and new competition is always a challenge, which is why marketing is a never-ending process. Scary? Not with an experienced marketing firm with a proven track record by your side.