Hope Is Not a Marketing Strategy
Any business owner who’s managed to survive to his or her fourteenth birthday knows this. It’s pretty obvious.
But once we dive into the day-to-day grind of overseeing and operating our business, any thoughts of marketing strategy are pretty much the first things out the window. And what’s left, day by day, is just the implicit hope that customers will come, that, even though nothing’s changed from yesterday, potential customers will see the business differently today.
Well, they won’t. In fact, they won’t see our businesses at all if we don’t force ourselves to set aside time to work up a simple strategic plan and then force ourselves to devote time every day to implementing it, monitoring results, and modifying our approach.
Marketing your business is a core activity. In fact, marketing your business is your business. Think of everything you do (that isn’t accounting) as part of your investment in marketing. It all works toward bringing in and building sales.
If you don’t devote time to it, who’s going to?
And if you don’t take charge of marketing your business, who are you going to blame when it doesn’t grow?
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