Shortcuts are human nature. We are wired to want to find the quickest easiest way to get where we want to go. We want fast results with minimal effort. Unfortunately, when it comes to building a small business and developing a Marketing strategy there is no such thing as quick and easy. Marketing is a process; it takes commitment, focus and hard work. Shortcuts just don’t cut it.
Here are the 3 most common Marketing Shortcuts I see small business owners take that never pay:
- Paying for Search Engine Marketing (SEM) (without doing your own Keyword Research)– I have seen so many small businesses waste tens of thousands of dollars on SEM companies that promise to drive tons of traffic to their websites, but don’t deliver. In most cases, unless you have several thousand dollars to spend on Pay Per Click (PPC) advertising every month for at least six months, you’re wasting your money. You’d be better off doing your own keyword research (it’s not that hard!) and testing SEM with Google Adwords or Google Adwords Express on your own.
- Building your own website- there is more to a website than a few well-crafted sentences and pretty pictures. Besides being your online storefront where most potential customers will get their first impression of your business there is a host of behind-the-scenes functionality that could mean the difference between getting found or disappearing into the abyss of the world wide web. A website is well worth the investment. Be sure to find a good WordPress web designer who understands marketing, target market, keywords and SEO.
- Buying advertising without doing your research- if you’re buying ads just for the sake of buying ads or because you think you should – most likely you’re wasting your money. Until you know where your potential customers go for news and information and what they respond to you may as well head to Vegas and play the slots – you’ll get a better return.
The truth is there are no shortcuts for effective Marketing. You can either do it right or you can waste tons of time, money and resources trying everything that crosses your path. A strategic marketing consultant is not a marketing shortcut, nor is it a quick fix- it is a way to create a long-term sustainable marketing strategy for your business. The investment in a hiring and working with an experienced Marketing Pro will pay in dividends. If you have questions about how to work with a Marketing Consultant contact us today for a Marketing Consultation.