Is Your Marketing Not Working? Here's Why.
It's a frustrating situation to find yourself in. You've invested time and resources in marketing and have nothing to show for it. Why isn't it working, you may ask? The following are some of the main reasons we've seen for why your marketing efforts may not be yielding the desired results.
You Lack a Larger Strategy and Adequate Planning.
Many companies make the mistake of thinking that simply throwing up a website and doing some SEO will be enough to make their marketing efforts successful. However, this is not true. Without a larger, well-defined brand and marketing strategy, any marketing activity you engage in, from hiring agencies to manage your website and SEO to investing in ad spend and video production, will not deliver the desired results. Strategy and planning are mission critical to marketing success. It is important to have a clear vision of your goals and a roadmap to achieve them. Unfortunately, most full-service marketing agencies don't have the chops to help you with this kind of high-level, strategic thinking and planning. We suggest working with a fractional C.M.O. to begin the process of dialing in your marketing strategy from the top down.
You Have a Weak or Unappealing Brand
Your brand is the vehicle through which your company presents itself to the world. It is important to understand that companies and brands don't tangibly exist in the real world. They are fictions we have invented and agreed upon. In order to get the general public to buy into your brand and believe in it, your brand needs to be precisely defined, well executed, and visually consistent everywhere it is presented. This includes your website, social media profiles, marketing materials, and any other touchpoints with your audience. Large corporations understand the importance of brand consistency and often have dedicated brand managers. Your brand is your identity, and in order to be believable, you have to plan through every aspect of it. Otherwise, you create doubt in your audience that dissuades them from engaging with you.
You Are Stuck in Short-Term Thinking
In today's digital era, it is easy to fall into the trap of short-term thinking when it comes to marketing. There are many so-called marketing gurus and agencies that promise the silver bullet of an immediate return on investment through their services and strategies. However, without a strong brand strategy and a global strategy to increase share of mind, short-term direct advertising will not be successful. Building your brand, gaining recognition, increasing mental share, and building trust in the community all take time. It is important to have a long-term perspective and invest in strategies that will have a lasting impact. Our marketing plans call for a two-year strategy to build marketing platforms from the ground up, ensuring sustainable growth.
Your Marketing Platform is Incomplete
A marketing platform is essential for answering the question of who you are and why you are the best person to do what you do. It includes a strong foundational narrative that covers the who, what, how, and why of your organization. Additionally, it encompasses your tone of voice, the style, frequency, and authority of your brand. If any of these elements are missing or inconsistent, your marketing efforts will not attract clients the way they need to. It is important to have a complete and cohesive marketing platform that clearly communicates your value proposition and resonates with your target audience.
Your Product or Service Aren't Viable
Lastly, it is important to acknowledge that sometimes your marketing efforts may not be yielding the desired results because your product or service may not be marketable. No matter how great your marketing is, if your product or service does not have market viability, or if you are unable to deliver on your promises, no amount of marketing will save you. It is crucial to thoroughly assess the market potential and demand for your product or service before investing heavily in marketing. If necessary, refine your offerings or make necessary improvements to ensure that you are providing value to your target audience.
Need help with your marketing? Learn more about how we help you propel your brand to high heights by MAKING YOUR BRAND FAMOUS.
