NEWS

Why doing too much marketing in your Australian small business can fail

In all the small business owners that we speak to, we often will say to them that they should begin their marketing activity journey in a modest approach. Their positioning and why their different is crucial and everybody should be doing that before they start their activities.

When you start the activities as a small business owner you want to make sure that the activities that you're doing are working and you want to be able to measure and test so you can do more of what is working and less of maybe what isn't working.

That's why we always suggest that they take a modest approach because if they go too aggressive and they think that things aren't working, they get frustrated and they stop marketing altogether and that's when everything falls apart.

But if they start in a modest approach they start to see some traction and results no doubt, as any business owner, if you start to see results you want to invest more in what's working and that's why taking that initial modest approach is so important.

I would highly recommend, again every circumstance is different, but I would recommend that you take your marketing activity approach in a modest way so that you start to learn and understand what works and what doesn't for you your business and your industry and your goals.

Make this simple change in marketing to double your small business revenue

I know you hear me talk a lot about seeing a van or a vehicle with some branding on the side of it. So today was a really good example, I saw a ute, let's just call it ABC Builders, and he had his logo and he had a phone number. Now, the branding was good, phone number was good, that's great but what is the problem with that? There are so many builders and construction companies out there and what I would have loved to have seen on the side of his ute is some type of messaging that would resonate with an audience.

For example, if he focuses on residential homes, say that if he focuses on the North Shore of Sydney focus on that, if he focuses on duplexes communicate that, if he provides a boutique offering communicate that.

Communicate something about what it is that you do or who you help or where you help people or why you're an expert or a combination of all of those. At the moment he's communicating with the other 1 million construction and building companies out there, but if he communicates something that is a little bit different about what he does in terms of those criteria that I just mentioned, where he does it, what he does and why he's an expert.

If you compare that to a ute that was exactly next to him that was as generic as him then he would have a better chance of resonating with a particular audience versus the generic ute that was next to him.

So communicate some type of difference to be able to cut through with all your competition because marketing is a battle of the mind. Communicate something that resonates with your audience and where they feel it's a needs match for them.