Why your Marketing may be Ineffective

This is going to be a hard truth to swallow, but if you don't take this now, your business could continue to struggle or fail.

When we go to a doctor, attorney or maybe an auto repair shop, we often expect a "quick fix" for whatever issue we're facing. Most often though, we may be given homework along with the fix. A doctor may prescribe diet, exercise and consistency over time with medication to solve an issue. An attorney may need documents, signatures and meetings prior to court. An auto mechanic may need you to correct some of your driving habits so certain vehicle components to last longer. These are just a few examples.

Media Marketing for business, whether you do it yourself or not, is the same thing. You cannot expect a push of a button, hiring of an "influencer", an awesome graphic / video or the like to save and float your business. It just doesn't happen. There is always some continued leg work involved.

Marketing, utilizing effective search engine optimization (SEO) for websites and social media can be a delicate process. It is not "set and forget". Search engine algorithms change, website format changes, device requirements for websites and social change. One has to keep up with it. Reports and analytics will often tell you how to optimize social media and your website. It will tell you who and where your customers are coming from.

And no two strategies and clients / customers are the same for any business whether business to consumer (B2C) or business to business (B2B).

I wish I was exaggerating when I tell you that I worked with a couple different sectors as a Media Marketing Director and leadership did not want to collaborate or thought they knew better because some rare successful influencer on TikTok had better ideas. Again...no media marketing strategy is the same.

I've also seen businesses waste money on tools they do not use, local influencers who have zero clue on their industry and podcasts that offer zero value to their business or marketing efforts. And the worse part is, I've seen the same business owners jump up and down screaming "why doesn't this work!" Or even worse "my marketing person just isn't good."

Sad, but true. In the book "Built to Last" by Collins and Porras, they mention the company 3M has a motto that states 'hire good people and leave them alone.' (Paraphrased) The idea is, if you hire a professional, let the professional do their job. Obviously make sure what they do aligns with your business operations and values, however if they say something like " we need to align our messaging and branding across the website and our social media", then you may want to pay attention. You're good at what you do, let them be good at what they do. And yes, it should be a collaborative effort. Ask questions and be involved.

Last note on this. On the Paramount TV show, Bar Rescue, there are many many episodes where the show's host, Jon Taffer, guides a failing bar into success by retraining the staff, creating a food and drink menu that works and an overall program for efficiency. Most often these businesses are in severe debt too!

At the end of each show is follow-up text on how the bar is doing months later. Most, fold. One episode in particular stated the bar changed their name back again, and operated they did prior and failed.

The point of this article is to encourage you to understand that media marketing is a specialized profession just as much as any other. Always ask questions, be careful who you hire, understand you need to be committed to a strategy and know that it takes time for business to flourish. Consistency is key in all things. If you "don't have time" for meetings and light collaboration then you need to consider how to make time, especially if you want to grow and maintain business. And remember, your media marketing person or agency, NEEDS your buy-in. They're not mind readers will not continue to revisions and do-overs for ideas you cannot make your mind up on. That is why collaboration is key, first and foremost.