It's a trap many businesses can easily fall into. Inbound marketing and in general, the vast expanse of the internet has so many possibilities that it's very easy to feel that you need to dip a finger in all elements in order to see results.
The problem is, when you try to be everything to everyone, doing a bit of social media here and a few blog posts there with the odd webinar thrown in for good measure, you're bound to be spreading yourself too thin.
The great article below from entrepreneur.com delves into some of the specific ways that small businesses slip up with their marketing efforts.
But where on earth do you start, if you're stuck?
Here are a few ways you can start instant remediation to get focussed and on track to better results:
- Make sure you have a clear positioning statement and business message which is reflected in everything that you do. What is it that sets you apart from the competition? Everyone will be talking about products and services, but what is it that you do which actually solves problems for the buyer?
- Research your audience. Knowing your buyer personas and ensuring that you have content focussed on them is crucial. Not only will your content become relevant for them, but you will know where they go to for information. None of your prospects ever use Twitter or Facebook for work? Don't waste time trying to make it work, put your efforts into LinkedIn instead, if they use that.
- Hook up your marketing efforts to a proper system for tracking and reporting. If you don't know how something is performing, how can you ever hope to learn from it? Test if something works, and if it doesn't, try something else. Reporting will help you to see how iterations affect your results.
Get these basics in place, and you'll have a good platform to start building your marketing strategy and stop feeling as if you're doing absolutely everything, without making an impact anywhere.
Need some assistance? The HubSpot Health Check looks at where your strategy is making an impact, and where it's not.
7) You’re trying to do too much. As small businesses, we’ve got limited resources. We don’t have an entire floor of marketing staff. We’ve usually got one to three people, max. You can’t do it all. You can’t be on every social platform, publish content everywhere, or try every shiny marketing trick that comes along. Focus on REALLY knowing your audience and using the social media platforms, websites and marketing tools THEY like.