One misconception is that “marketing is only about client attraction…” that the role of marketing is to reach out into the universe of prospects and entice new prospects to contact you and ultimately buy from you.
I’m not saying you don’t need to think about or invest in client attraction, but I am saying that that’s not the only role of marketing.
While filling the pipeline is essential for every business, it’s common knowledge that it’s much more difficult and expensive to attract new customers than it is to obtain more business from the customers you already have.
If you’re concentrating the bulk of your effort and finances on client attraction and ignoring your existing customers, you may loose out on capturing better business. And those customers that you already acquired may jump ship sooner than they would have had you maintained ongoing marketing contact with them.
A second misconception is that “marketing needs to be cute and fancy.” That’s the way marketing messages are during the Superbowl and I love some of the commercials as much as the next guy.
But cute and fancy isn’t nearly as important for businesses like yours and mine where our primary objective is to speak to targeted and qualified prospects, to address their needs, provide solutions, solve their problems, and eliminate pain.
Cute and slick is not always the most direct way to do this. A wholesome campaign that informs and educates could be much more effective in producing new business than something cute and fancy. While there’s a place for cute and fancy in marketing, your market… your product… your service… your price point… tell you if cute will help you… or get in the way.
The third marketing misconception is that “Some businesses can get along fine without marketing.”
I’ve heard this my entire career from business owners. I believe that the ones who say, “We don’t need to market” or “We have all the business we need” are only fooling themselves. There will come a time when the business stops coming in and they will not have learned how to continue to build their business.
I firmly believe that people who believe this are those who think about marketing only as client attraction. They just don’t see the value of utilizing marketing to speed and shorten the process, to close more business in less time, to cross sell and up-sell, and to develop and maintain a lifetime relationship with their customers.