Marry me. Why marketing matters for small businesses
By Diego, founder of Barkin’ Trees. MBA in Marketing, 9+ years in global ad agencies. More about me.
Picture this. I’m out and about, turn my head, and spot the most attractive woman ever. She’s smiling, talking to some people, helping them, and holding a philosophy book under her arm. Bingo! She also seems to be kind-hearted and smart.
This woman is a total stranger to me. Nonetheless, I come up to her, get on my knees, pull out an engagement ring, say “Will you marry me?”, and proceed to kiss her. What do you think would happen next?*
Well, if I’m lucky, I’d end up with a few broken teeth. If not, an asylum sounds reasonable.
That's you trying to get customers (the wrong way)
That woman didn’t even know who I was, what kind of person I am, or why she might like me. The only certainty was that I wanted her to be my wife. Similarly, many people don’t know your business, what makes it unique, or why they might like (love?) what you offer. The only certainty is that you want them to be your clients.
See where I’m going here?
One size doesn't fit all: why more marketing isn't better marketing
This is a wake-up call for business owners who think marketing is useless, when it’s actually what gets them noticed. Also for those who have had a bad experience trying ‘the marketing thing’ on their own, or worse, with unprofessional folks.
On the other end are the ones trying everything, everywhere, all at once (not the movie). They might be thinking—proudly—”Oh yeah, I have a website, and Instagram, Facebook, LinkedIn, Pinterest, X (formerly Twitter), Snapchat, WhatsApp, and, and, and…” and are you sure you’re doing it right? Are you sure you’re there talking to the right audience? Are you sure you’re saying what they need/want to hear? Even better, are you sure you know your audience or even your own business well?
Rarely more is better. Better is always better.
It’s not about how much you do, it’s about how well you do it (classic AI pattern, but I swear I wrote this whole thing myself). How well you develop your business and your brand—two different things—to give the people you want to turn into customers (figuratively, the woman from the beginning) reasons to find you interesting, appealing, and worth considering. Instead of chasing them (her), make yourself valuable to their eyes, mind, and heart, until the only viable outcome is closing the deal: sales (or marriage).
It's tough times for businesses in New Zealand
Let’s be honest. That woman might have another 100 suitors, hang out in places I don’t, and many more barriers might exist. These relate to your business in terms of competitors fighting for the same customers, NZ’s economy (which swings from quarter to quarter and rarely sits still), your own financial hardships, market indecision, and myriad other factors at play. For a lot of small operators, the real squeeze isn’t even demand, it’s cash flow and timing.
I didn’t get that girl overnight. I’m not telling you that right after you and I start working on your business and brand value, hordes of customers will come knocking on your door. Everything’s a process. Rome wasn’t built in a day, but it started with a brick.
Here’s your chance to lay that first brick. Go ahead and schedule a free chat with me. 15 minutes. No obligation. Let’s add to your business the kind of charm worth marriage (sales), not a slap.
Common questions about marketing for small businesses
Do I really need marketing if I already get customers by word of mouth?
Word of mouth is great, but it caps out at the people who already know you. Marketing is how the people who’ve never heard of you find a reason to. One feeds the other.
Isn't marketing just posting on social media?
Posting is a tactic, not a strategy. Being on 8 platforms saying the wrong thing to the wrong people isn’t marketing, it’s (the wrong kind of) noise. The work is knowing who you’re talking to and why they’d care, first.
What's the difference between my business and my brand?
In a tiny nutshell, your business is what you do and how you run it. Your brand is what people think and feel about it before they’ve even bought. You can have a solid business with a forgettable brand, and that gap is usually what’s costing you customers.
How long until I see results from marketing?
Depends on where you’re starting, so I won’t promise hordes by next week. Brand and positioning work compounds over months, not days. What you get early is clarity and direction, which is what makes the later results possible.
Still got a question? That’s what the free chat is for.
* Disclaimer: The events with the pretty woman are partially fictional. Inspired by true events, but dramatically changed for narrative purposes. I did get the girl, though.