You’re not in the <drop in your industry> business, you’re in the marketing business’ quotes American ‘Millionaire Maker’ Dan Kennedy on a daily basis, and wise words they are.
With this in mind we thought it fitting to reveal to you the six common marketing mistakes made by trade business owners.
1. Lack of a marketing mindset
Tradies don’t see themselves as being in the marketing game. The truth is, if you’re out there running a business, thinking like a marketer has to become your priority. It’s no use having a great product/service if nobody knows about it, or you. You need to switch your thinking to knowing and believing that you’re in the ‘marketing business’. That way you’ll be confident to talk openly about your business and encourage new customers.
2. Lack of investment
For many trade business owners, the focus on cost control prohibits you from ever investing enough money (or sometimes any money) into marketing. These activities are seen as costs rather than as an investment and that’s where they go wrong. I encourage you to reframe your attitude towards marketing. Once you know what marketing activity to do, and have confidence that it will bring results, spend the money enthusiastically. These tactics don’t have to cost you the earth but the short of it is, you need to market to attract customers!
3. Lack of focus
Perhaps you do spend time and money on marketing, but you aren’t happy with the results. Or your efforts are ad-hoc rather than carefully planned. Whatever it is, it’s time to take charge. If what you are doing isn’t working – stop doing it! Ask us for help, not your friends or associates. If an ad-hoc approach is the problem, take the time to complete a marketing plan and become ruthlessly systematic. Use the easy 6 step process in the Marketing Your Business Module.
4. Lack of over-riding marketing objective
Marketing strategies and tactics are all well and good but it’s like driving a rudderless ship if there is no grander plan. Your goal may be to have sales of $150,000 or $50 million. Or you may want to revolutionise your industry. Part of creating a marketing plan is to clearly understand exactly where you are right now, and where you want to be in line with your vision for the business. This starts with your Business Plan (follow the simple Business Plan steps in Getting Started Module). Do your planning right from the start to ensure you don’t end up wasting time and energy on unnecessary activities.
5. Lack of test and measure
You may as well be flushing that daily marketing expenditure down the toilet if don’t know what works! Test and measure on all marketing activities is critical. No ifs or buts.
6. Not surrounding ourselves with the right people
All of the great books on success advocate spending time with people who are already successful at what you want to do. Why? So you can absorb the attitudes and values that made them successful, as well as picking up new strategies and ideas. So if you’re hanging out with people who also lack a marketing mindset then it’s time to think about expanding your professional network to include those who are already down the track to success.
Marketing is often a hands on lesson once you’re on your way by systematically trying different activities and approaches. Personal attention to make sure your marketing is working as hard as it possibly can (return on investment) is a must.
If you want to get serious about success in business, then understanding small business marketing is an ongoing priority. Don’t let it slide!
What’s next?
- Join our Kick-Ass Tradies Facebook Group, for access to trade business specific conversations, tips and resources, plus a like-minded community of tradies.
- Book a 15-minute Game Plan Call with Andy, owner of Dr. DRiP plumbing and co-founder of Lifestyle Tradie, to clarify your priorities and get clear action steps.
