{"id":25095,"date":"2022-07-07T13:58:51","date_gmt":"2022-07-07T13:58:51","guid":{"rendered":"https:\/\/www.engagebay.com\/blog\/?p=25095"},"modified":"2025-04-02T09:55:36","modified_gmt":"2025-04-02T09:55:36","slug":"small-business-marketing","status":"publish","type":"post","link":"https:\/\/www.engagebay.com\/blog\/small-business-marketing\/","title":{"rendered":"14 Small Business Marketing Truths No One Bluntly Tells You"},"content":{"rendered":"<blockquote><p><span style=\"font-weight: 400; color: #008000;\">\u201cIt all ended when I decided not to accept a small second round of investment I had secured &#8230; I had run out of ideas on how to turn things around, how to make people buy our product.\u201d<\/span><\/p><\/blockquote>\n<p><i><span style=\"font-weight: 400;\">These were the heartfelt words of <\/span><\/i><a href=\"https:\/\/medium.com\/indian-thoughts\/seven-lessons-i-learned-from-the-failure-of-my-first-startup-dinnr-c166d1cfb8b8\"><i><span style=\"font-weight: 400;\">Michal Bohanes<\/span><\/i><\/a><i><span style=\"font-weight: 400;\">, Founder of\u00a0 Dinnr, a failed ingredient delivery business.<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">Failing is never part of the plan for a small business owner but we see this happening every single day. For instance, in 2019, <\/span><span style=\"font-weight: 400;\">30.7 million small businesses existed in the US<\/span><span style=\"font-weight: 400;\">. By March 2020, this number had dropped by an alarming <\/span><span style=\"font-weight: 400;\">3.29%<\/span><span style=\"font-weight: 400;\"> as 993,809 businesses closed shop.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While there are <\/span><a href=\"https:\/\/www.investopedia.com\/articles\/personal-finance\/120815\/4-most-common-reasons-small-business-fails.asp\"><span style=\"font-weight: 400;\">many reasons for this high failure rate<\/span><\/a><span style=\"font-weight: 400;\">, poorly planned or executed marketing campaigns is a major culprit. The good news? You can learn how to <\/span><span style=\"font-weight: 400;\">do marketing right<\/span><span style=\"font-weight: 400;\"> and succeed for a lifetime if you lean on key small business marketing truths.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We&#8217;ll discuss 14 of these marketing truths. Plus, we\u2019ll share quick tips for applying them so you never run out of growth ideas and you start taking your business from <\/span><i><span style=\"font-weight: 400;\">surviving to thriving.<\/span><\/i><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_74 ez-toc-wrap-left counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.engagebay.com\/blog\/small-business-marketing\/#Truth_1_Marketing_is_a_Marathon_Not_a_Sprint\" >Truth #1: Marketing is a Marathon, Not a Sprint\u00a0<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.engagebay.com\/blog\/small-business-marketing\/#Tips_for_Creating_a_Long-term_Marketing_Strategy\" >Tips for Creating a Long-term Marketing Strategy\u00a0<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.engagebay.com\/blog\/small-business-marketing\/#Truth_2_Put_Your_Customers_First_or_Risk_Your_Business_Grinding_to_a_Halt\" >Truth #2: Put Your Customers First or Risk Your Business Grinding to a Halt<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.engagebay.com\/blog\/small-business-marketing\/#Tips_for_Putting_Your_Customers_First\" >Tips for Putting Your Customers First<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.engagebay.com\/blog\/small-business-marketing\/#Truth_3_You_Should_Budget_For_Every_Marketing_Project\" >Truth #3: You Should Budget For Every Marketing Project<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.engagebay.com\/blog\/small-business-marketing\/#Tips_for_Creating_a_Marketing_Budget\" >Tips for Creating a Marketing Budget\u00a0<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.engagebay.com\/blog\/small-business-marketing\/#Truth_4_Marketing_Cannot_Fix_a_Broken_Business\" >Truth #4: Marketing Cannot Fix a Broken Business<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.engagebay.com\/blog\/small-business-marketing\/#Tips_for_Fixing_a_Broken_Business\" >Tips for Fixing a Broken Business<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.engagebay.com\/blog\/small-business-marketing\/#Truth_5_You_Should_Intensely_Promote_Your_Business\" >Truth #5: You Should Intensely Promote Your Business<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.engagebay.com\/blog\/small-business-marketing\/#Tips_for_Promoting_Your_Small_Business\" >Tips for Promoting Your Small Business<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/www.engagebay.com\/blog\/small-business-marketing\/#Truth_6_Without_Solid_Customer_Relationships_Youll_Struggle_to_Retain_Clients\" >Truth #6: Without Solid Customer Relationships, You\u2019ll Struggle to Retain Clients<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/www.engagebay.com\/blog\/small-business-marketing\/#Tips_for_Improving_Customer_Retention\" >Tips for Improving Customer Retention<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/www.engagebay.com\/blog\/small-business-marketing\/#Truth_7_Content_Marketing_Isnt_Just_Blogging\" >Truth #7: Content Marketing Isn\u2019t Just Blogging<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/www.engagebay.com\/blog\/small-business-marketing\/#Tips_for_Getting_Started_with_Content_Marketing\" >Tips for Getting Started with Content Marketing<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/www.engagebay.com\/blog\/small-business-marketing\/#Truth_8_Marketing_Goes_to_Shit_Without_a_Plan\" >Truth #8: Marketing Goes to Shit Without a Plan\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/www.engagebay.com\/blog\/small-business-marketing\/#Truth_9_Measure_Everything\" >Truth #9: Measure Everything<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/www.engagebay.com\/blog\/small-business-marketing\/#Truth_10_Marketing_isnt_a_One-Size-Fits-All\" >Truth #10: Marketing isn\u2019t a One-Size-Fits-All<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/www.engagebay.com\/blog\/small-business-marketing\/#Truth_11_Marketing_is_Way_More_Than_Advertising\" >Truth #11: Marketing is Way More Than Advertising<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/www.engagebay.com\/blog\/small-business-marketing\/#Tips_for_Doing_Better_Marketing\" >Tips for Doing Better Marketing<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"https:\/\/www.engagebay.com\/blog\/small-business-marketing\/#Truth_12_Effective_Communication_Goes_Beyond_Words\" >Truth #12: Effective Communication Goes Beyond Words<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-21\" href=\"https:\/\/www.engagebay.com\/blog\/small-business-marketing\/#Tips_for_Communicating_Effectively\" >Tips for Communicating Effectively\u00a0<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-22\" href=\"https:\/\/www.engagebay.com\/blog\/small-business-marketing\/#Truth_13_Consistency_is_a_Marketing_Superpower\" >Truth #13: Consistency is a Marketing Superpower<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-23\" href=\"https:\/\/www.engagebay.com\/blog\/small-business-marketing\/#Tips_for_Staying_Consistent\" >Tips for Staying Consistent<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-24\" href=\"https:\/\/www.engagebay.com\/blog\/small-business-marketing\/#Truth_14_You_Have_to_Hire_Help_at_Some_Point\" >Truth #14: You Have to Hire Help at Some Point<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-25\" href=\"https:\/\/www.engagebay.com\/blog\/small-business-marketing\/#Tips_for_Hiring_ContractorsFreelancers\" >Tips for Hiring Contractors\/Freelancers<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-26\" href=\"https:\/\/www.engagebay.com\/blog\/small-business-marketing\/#Conclusion\" >Conclusion<\/a><\/li><\/ul><\/nav><\/div>\n\n\r\n            <script>\r\n                var EhAPI = EhAPI || {}; \r\n                EhAPI.after_load = function() {\r\n                    EhAPI.set_account('ktb76s1540fl2hnhbqnrtd2npb', 'our');\r\n                    EhAPI.execute('rules');\r\n                };\r\n                (function(d, s, f) {\r\n                    var sc = document.createElement(s);\r\n                    sc.type = 'text\/javascript';\r\n                    sc.async = true;\r\n                    sc.src = f;\r\n                    var m = document.getElementsByTagName(s)[0];\r\n                    m.parentNode.insertBefore(sc, m);   \r\n                })(document, 'script', '\/\/d2p078bqz5urf7.cloudfront.net\/jsapi\/ehform.js');\r\n            <\/script>\r\n            <script>\r\n                function waitForEhForms() {\r\n                    const interval = 100; \/\/ Check every 100ms\r\n                    const checkAndLoad = () => {\r\n                        const params = new URLSearchParams(window.location.search);\r\n                        const elementorPreviewParam = params.get('elementor-preview');\r\n                        if (elementorPreviewParam && typeof EhForms !== 'undefined' && typeof EhForms.loadForms === 'function') {\r\n                            EhForms.loadForms();\r\n                            console.log('EhForms.loadForms() called successfully.');\r\n                        } else {\r\n                            setTimeout(checkAndLoad, interval);\r\n                        }\r\n                    };\r\n                    checkAndLoad();\r\n                }\r\n                \/\/ Call the function\r\n                waitForEhForms();\r\n            <\/script>\r\n        <div class='engage-hub-form-embed' id='eh_form_5161654467690496' data-id='5161654467690496'><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Truth_1_Marketing_is_a_Marathon_Not_a_Sprint\"><\/span><span style=\"color: #339966;\"><b>Truth #1: Marketing is a Marathon, Not a Sprint\u00a0<\/b><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">As a small business owner, it\u2019s okay to want quick wins from numerous inbound marketing tactics. But you have to recognize that every tactic must tie into your long-term <\/span><a href=\"https:\/\/www.engagebay.com\/blog\/powerful-marketing-strategies\/\"><span style=\"font-weight: 400;\">marketing strategy<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Think of tactics as quick sprints to hit Key Performance Indicators (KPIs) and consider your long-term marketing goals as the marathon. I like how Terry Grier puts it:<\/span><\/p>\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\">Tactics vs strategy. For the most part, strategy refers to an overall plan, while tactics signify the individual actions needed to bring about that plan. Strategy tends to be long-term, tactics short-term. Strategy is usually general, tactics specific. \u2014fs<\/p>\n<p>\u2014 Terry Grier (@tgrierhisd) <a href=\"https:\/\/twitter.com\/tgrierhisd\/status\/1406579401366589441?ref_src=twsrc%5Etfw\">June 20, 2021<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Hosting a monthly webinar is a tactic<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Acquiring three backlinks monthly is a tactic<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Publishing five blog posts monthly is a tactic<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Updating the navigation bar on your website is a tactic<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ensuring uniformity in your online local business profile is a tactic<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">These tactics lead to decent returns on some fronts, but to what end? That\u2019s where your long-term marketing goals take center stage.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Carma Levine, founder of Carma Social, shared some <\/span><span style=\"font-weight: 400;\">benefits of thinking long-term when it comes to marketing<\/span><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s what Carma said:<\/span><\/p>\n<blockquote><p><span style=\"color: #008000;\"><i><span style=\"font-weight: 400;\">\u201cInvesting in long-term marketing means people will recognize and understand your business. If it&#8217;s done well, you&#8217;ll attract your target audience to your brand and spend less on chasing them with advertising. Customer acquisition costs decline as people know your brand and understand what it stands for.\u201d<\/span><\/i><\/span><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">Carma\u2019s thinking is spot on and this is how it adds up. Let\u2019s say you want to publish a certain number of blog posts monthly. The goals can be to increase <\/span><a href=\"https:\/\/www.engagebay.com\/blog\/increasing-brand-awareness\/\"><span style=\"font-weight: 400;\">brand awareness<\/span><\/a><span style=\"font-weight: 400;\">, drive a quantifiable number of your audience into your <\/span><a href=\"https:\/\/www.engagebay.com\/blog\/email-list\/\"><span style=\"font-weight: 400;\">email list<\/span><\/a><span style=\"font-weight: 400;\">, convert some email subscribers to customers, and so on. So you see, when you identify and create long-term marketing goals, you&#8217;ll start seeing how your tactics come together to help you build a <\/span><a href=\"https:\/\/www.engagebay.com\/blog\/small-business-branding\/\"><span style=\"font-weight: 400;\">flourishing small business<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Tips_for_Creating_a_Long-term_Marketing_Strategy\"><\/span><span style=\"color: #993300;\">Tips for Creating a Long-term Marketing Strategy\u00a0<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Identify your <\/span><span style=\"font-weight: 400;\">ideal customers<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Carry out <\/span><span style=\"font-weight: 400;\">market research<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Conduct a SWOT analysis<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Create a <\/span><span style=\"font-weight: 400;\">marketing plan<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Align your marketing goals with business goals<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Decide on your priority and experimental marketing channels. For instance, SEO and Facebook could be your priority channels while LinkedIn, <\/span><span style=\"font-weight: 400;\">Instagram<\/span><span style=\"font-weight: 400;\">, and Twitter could be experimental.\u00a0<\/span><\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"Truth_2_Put_Your_Customers_First_or_Risk_Your_Business_Grinding_to_a_Halt\"><\/span><span style=\"color: #339966;\"><b>Truth #2: Put Your Customers First or Risk Your Business Grinding to a Halt<\/b><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">You\u2019ve heard it before: <\/span><i><span style=\"font-weight: 400;\">Brands that win put their customers first.\u00a0<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">When you prioritize your customer base, you talk to them to uncover how your product or service can make their lives better. Dr. Tayo Oyedeji captures how you should think about your customers.<\/span><\/p>\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\">Your business exists because of your customers.<\/p>\n<p>&#8211; Treat them with respect.<br \/>\n&#8211; Look out for them.<br \/>\n&#8211; Help them even when it&#8217;s inconvenient.<br \/>\n&#8211; Place their interest above yours.<\/p>\n<p>When you put your customers first; they will stay with you even when things are tough.<a href=\"https:\/\/twitter.com\/hashtag\/customerfirst?src=hash&amp;ref_src=twsrc%5Etfw\">#customerfirst<\/a><\/p>\n<p>\u2014 Dr. Tayo Oyedeji (@tayooye) <a href=\"https:\/\/twitter.com\/tayooye\/status\/1282326266721574913?ref_src=twsrc%5Etfw\">July 12, 2020<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p><span style=\"font-weight: 400;\">Take Benji Hyam and Devesh Khanal, for example. When the duo set out to <\/span><a href=\"https:\/\/growthlab.com\/turned-failed-product-business-34000month-service-business\/\"><span style=\"font-weight: 400;\">monetize Grow and Convert<\/span><\/a><span style=\"font-weight: 400;\">, they thought the best way was through teaching teams how to be better at content marketing.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">After a few fairly successful stints at this, they hit a roadblock. That\u2019s when they decided to talk to their customers to discover their needs. The result? They learned that their audience wanted an agency that could handle all-things content marketing. This realization drove their pivot into a content marketing agency.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Tips_for_Putting_Your_Customers_First\"><\/span><span style=\"color: #993300;\">Tips for Putting Your Customers First<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Hang out where your customers reside so you know their needs<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Offer products or services\u00a0 in line with customer desires<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ask customers for feedback on your products or services<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Train your team members to remain <\/span><span style=\"font-weight: 400;\">customer-centric<\/span><\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"Truth_3_You_Should_Budget_For_Every_Marketing_Project\"><\/span><span style=\"color: #339966;\"><b>Truth #3: You Should Budget For Every Marketing Project<\/b><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Your marketing plan may not come to fruition without a clear-cut budget. Harsh, but true. Granted, as a small business owner, you probably operate on a tight budget but allocating $0 to marketing is <\/span><span style=\"font-weight: 400;\">not the best way to grow<\/span><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Several small business owners already spend on digital marketing and this validates that you should too. According to a <\/span><span style=\"font-weight: 400;\">survey of 529 small businesses<\/span><span style=\"font-weight: 400;\">, 37% of SMBs spend less than $10,000 on advertising and marketing and 20% spend between $10,001 and $50,000.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s what Jeff Moriarity, the Marketing Manager of Moriarity Gem Art <\/span><a href=\"https:\/\/themanifest.com\/advertising\/blog\/small-business-advertising-spending\"><span style=\"font-weight: 400;\">said about Advertising<\/span><\/a><span style=\"font-weight: 400;\">:<\/span><\/p>\n<blockquote><p><span style=\"font-weight: 400; color: #008000;\">\u201cAdvertising allows us to go after markets and potential customers we wouldn\u2019t have been able to otherwise, which will help increase our brand awareness and overall sales in the area.\u201d<\/span><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">Moriarity is just one of many small businesses that credit their success to marketing. If they had not created a budget and invested in marketing, they wouldn\u2019t have had a story to tell.\u00a0<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Tips_for_Creating_a_Marketing_Budget\"><\/span><span style=\"color: #993300;\">Tips for Creating a Marketing Budget\u00a0<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Determine your priority marketing channels<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Outline what you need to make each channel work<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Write down who on your team will be in charge of each channel<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Determine if you need to hire contractors to help<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Estimate the costs of going all-in on the identified channels<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Base your budget on a small percentage of your gross revenue<\/span><\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"Truth_4_Marketing_Cannot_Fix_a_Broken_Business\"><\/span><span style=\"color: #339966;\"><b>Truth #4: Marketing Cannot Fix a Broken Business<\/b><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">If your business rests on a shaky foundation such as a subpar product or a lack of product-market fit, no amount of marketing will make things better.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Take it from Dinnr, a <\/span><span style=\"font-weight: 400;\">UK food and beverage startup<\/span><span style=\"font-weight: 400;\"> that set out to change how people ordered food ingredients. The founders had raised \u00a360,000 to build their business and reach more customers.\u00a0 Unfortunately, the lack of product market-fit resulted in low product demand and profit margins. This caused the company to shut down in two short years.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In the <\/span><a href=\"https:\/\/medium.com\/indian-thoughts\/seven-lessons-i-learned-from-the-failure-of-my-first-startup-dinnr-c166d1cfb8b8\"><span style=\"font-weight: 400;\">words of Dinnr\u2019s founder<\/span><\/a><span style=\"font-weight: 400;\">:<\/span><\/p>\n<blockquote><p><span style=\"color: #008000;\"><span style=\"font-weight: 400;\">\u201c&#8230; The number one lesson I will never forget and the absolute key to understanding Dinnr\u2019s failure \u2014 <\/span><b>we were not solving anyone\u2019s problem<\/b><span style=\"font-weight: 400;\">.\u201d<\/span><\/span><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">Dinnr\u2019s failure shows the importance of conducting market research before creating products or deciding to offer a service. Of course, there are outliers. Companies like Apple identified a need people weren\u2019t aware they had. But even in this case, there was existing customer demand for cell phones. Apple just tapped into a demand that other companies lacked the foresight to recognize.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Tips_for_Fixing_a_Broken_Business\"><\/span><span style=\"color: #993300;\">Tips for Fixing a Broken Business<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Gather customer insights to discover underserved customer needs<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Tailor your products or service to fit those needs<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Break into promising markets<\/span><span style=\"font-weight: 400;\"> with growth potential<\/span><\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"Truth_5_You_Should_Intensely_Promote_Your_Business\"><\/span><span style=\"color: #339966;\"><b>Truth #5: You Should Intensely Promote Your Business<\/b><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">No one will toot your horn unless you are Elon Musk. It\u2019s up to you to put your business out there.\u00a0<\/span><\/p>\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\">Dear entrepreneurs,<br \/>\nShamelessly promote your business.<br \/>\nEven if your content has just 3 likes, keep pushing..<br \/>\nPeople are watching you &amp; as long as you\u2019re targeting the right people, they\u2019ll eventually buy.<br \/>\n\ud83d\ude0a\ud83d\ude0c<\/p>\n<p>\u2014 duro_bayo \ud83d\udc51 (@durojaiyeadeba3) <a href=\"https:\/\/twitter.com\/durojaiyeadeba3\/status\/1509212221146030087?ref_src=twsrc%5Etfw\">March 30, 2022<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p><span style=\"font-weight: 400;\">According to <\/span><a href=\"https:\/\/sproutsocial.com\/insights\/importance-of-social-media-marketing-in-business\/\"><span style=\"font-weight: 400;\">social media marketing stats<\/span><\/a><span style=\"font-weight: 400;\"> by Sprout Social:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">68% of consumers agree that social media platforms allow them to interact with brands and companies.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">78% of consumers are willing to buy from a company after having a positive experience with them on social.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">72% of companies use social media data to inform business decisions.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">These stats gives you the green light to <\/span><a href=\"https:\/\/www.engagebay.com\/blog\/social-media-marketing-goals\/\"><span style=\"font-weight: 400;\">go all-in on social media channels and use them to grow your business<\/span><\/a><span style=\"font-weight: 400;\">. But Quora, Reddit, Facebook, Instagram and even professional channels like LinkedIn are just a starting point. You can also attend industry events to connect with potential customers and business partners.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bottomline: Leave no stone unturned when it comes to getting your business in front of your customers.\u00a0<\/span><\/p>\n\r\n            <script>\r\n                var EhAPI = EhAPI || {}; \r\n                EhAPI.after_load = function() {\r\n                    EhAPI.set_account('ktb76s1540fl2hnhbqnrtd2npb', 'our');\r\n                    EhAPI.execute('rules');\r\n                };\r\n                (function(d, s, f) {\r\n                    var sc = document.createElement(s);\r\n                    sc.type = 'text\/javascript';\r\n                    sc.async = true;\r\n                    sc.src = f;\r\n                    var m = document.getElementsByTagName(s)[0];\r\n                    m.parentNode.insertBefore(sc, m);   \r\n                })(document, 'script', '\/\/d2p078bqz5urf7.cloudfront.net\/jsapi\/ehform.js');\r\n            <\/script>\r\n            <script>\r\n                function waitForEhForms() {\r\n                    const interval = 100; \/\/ Check every 100ms\r\n                    const checkAndLoad = () => {\r\n                        const params = new URLSearchParams(window.location.search);\r\n                        const elementorPreviewParam = params.get('elementor-preview');\r\n                        if (elementorPreviewParam && typeof EhForms !== 'undefined' && typeof EhForms.loadForms === 'function') {\r\n                            EhForms.loadForms();\r\n                            console.log('EhForms.loadForms() called successfully.');\r\n                        } else {\r\n                            setTimeout(checkAndLoad, interval);\r\n                        }\r\n                    };\r\n                    checkAndLoad();\r\n                }\r\n                \/\/ Call the function\r\n                waitForEhForms();\r\n            <\/script>\r\n        <div class='engage-hub-form-embed' id='eh_form_6268678992035840' data-id='6268678992035840'><\/div>\n<h3><span class=\"ez-toc-section\" id=\"Tips_for_Promoting_Your_Small_Business\"><\/span><span style=\"color: #993300;\">Tips for Promoting Your Small Business<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Develop a social media strategy<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Post engaging content on social media<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Interact with customers on social media<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Optimize your website for <\/span><span style=\"font-weight: 400;\">local<\/span> <span style=\"font-weight: 400;\">SEO<\/span><span style=\"font-weight: 400;\"> if you operate a local business<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Create and publish content on your <\/span><a href=\"https:\/\/support.google.com\/business\/answer\/10514137?hl=en\"><span style=\"font-weight: 400;\">Google My Business (GMB) profile<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Connect with industry influencers so they give shoutouts to your business<\/span><\/li>\n<\/ul>\n<p>&#8220;Google My Business \/ Google Business Profile is so powerful for local businesses that we have built an entire agency just working with this amazing free Google tool &#8211; it&#8217;s a must for any local small business&#8221;\u00a0\u00a0<b>Corey Hinde &#8211; Good Oil Marketing<\/b><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Truth_6_Without_Solid_Customer_Relationships_Youll_Struggle_to_Retain_Clients\"><\/span><span style=\"color: #339966;\"><b>Truth #6: Without Solid Customer Relationships, You\u2019ll Struggle to Retain Clients<\/b><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The importance of building strong\u00a0 customers relationships cannot be overemphasized. According to <\/span><a href=\"https:\/\/www.ndm.net\/ecm\/pdf\/13926.digital_index_loyal_shoppers_report.pdf\"><span style=\"font-weight: 400;\">Adobe Digital Index<\/span><\/a><span style=\"font-weight: 400;\">, 40% of a business revenue comes from retained or repeat customers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Also, <\/span><a href=\"https:\/\/media.bain.com\/Images\/Value_online_customer_loyalty_you_capture.pdf\"><span style=\"font-weight: 400;\">The Bain and Company reported<\/span><\/a><span style=\"font-weight: 400;\"> that the number of people customers refer to a small business increases with the amount of purchases they have made. For example, they found that after 10 purchases, repeat apparel shoppers referred 50% more people than one-time buyers.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What do these data show? Repeat customers are great for generating recurring revenue and bringing new business. Want to turn your one-off buyers to repeat customers? Set up processes that help you <\/span><a href=\"https:\/\/www.engagebay.com\/blog\/engage-with-customers\/\"><span style=\"font-weight: 400;\">delight customers at every stage of their journey<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\">Optimize your business for customer retention, not explosive growth.<\/p>\n<p>Ideally, you\u2019ll have both, but your vision should be focused on retention.<\/p>\n<p>Look at every customer as a long-term relationship and investment.<\/p>\n<p>\u2014 Principles of Marketing (@Principles00) <a href=\"https:\/\/twitter.com\/Principles00\/status\/1417144108381097990?ref_src=twsrc%5Etfw\">July 19, 2021<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Tips_for_Improving_Customer_Retention\"><\/span><span style=\"color: #993300;\">Tips for Improving Customer Retention<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Offer freebies once in a while\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Experiment with future-use coupons<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Create a stellar customer experience by solving your customers\u2019 problems fast<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Use your <\/span><a href=\"https:\/\/www.engagebay.com\/products\/crm\"><span style=\"font-weight: 400;\">small business CRM<\/span><\/a><span style=\"font-weight: 400;\"> to follow up with customers via email or SMS<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Keep up with customers by consistently publishing content where they hang out<\/span><\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"Truth_7_Content_Marketing_Isnt_Just_Blogging\"><\/span><span style=\"color: #339966;\"><b>Truth #7: Content Marketing Isn\u2019t Just Blogging<\/b><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Small business owners sometimes equate blogging to content marketing.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">TRUTH BOMB: They\u2019re different.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While blogging is a subcategory of <\/span><a href=\"https:\/\/www.engagebay.com\/blog\/content-marketing-tips\/\"><span style=\"font-weight: 400;\">content marketing<\/span><\/a><span style=\"font-weight: 400;\">, the search landscape has evolved beyond written content and the \u2018life updates\u2019 blog of the early 2000s.<\/span><\/p>\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\">It is a common myth that blogging is content marketing. While blogging is a strategy that is part of content marketing, content marketing is not blogging. <a href=\"https:\/\/twitter.com\/hashtag\/marketing?src=hash&amp;ref_src=twsrc%5Etfw\">#marketing<\/a> <a href=\"https:\/\/t.co\/HnGECRrYU8\">pic.twitter.com\/HnGECRrYU8<\/a><\/p>\n<p>\u2014 SuperMinions (@SuperMinionsHQ) <a href=\"https:\/\/twitter.com\/SuperMinionsHQ\/status\/1455506237215453189?ref_src=twsrc%5Etfw\">November 2, 2021<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p><span style=\"font-weight: 400;\">If you want to win with content marketing today, you need to get beyond blog posts. Start including SEO into your marketing mix. Explore content creation formats like videos and newsletters. Invest in new channels that are coming up like the rise of TikTok in marketing.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Create a content schedule and follow it religiously. Do all these repeatedly and you will win no matter how competitive your space is.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Tips_for_Getting_Started_with_Content_Marketing\"><\/span><span style=\"color: #993300;\">Tips for Getting Started with Content Marketing<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Decide on your preferred content format to start with. Begin with the easiest format like \u201ctext.\u201d<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Highlight your KPIs for measuring content performance<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Outline channels for promoting your content\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Create a content publishing schedule\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Set <a href=\"https:\/\/www.engagebay.com\/blog\/ecommerce-content-marketing\/\">content marketing<\/a> goals<\/span><\/li>\n<\/ul>\n<p><em><img decoding=\"async\" class=\"emoji\" role=\"img\" draggable=\"false\" src=\"https:\/\/s.w.org\/images\/core\/emoji\/14.0.0\/svg\/1f449.svg\" alt=\"\ud83d\udc49\" \/>Discover the most effective marketing strategies that will transform your campaigns in our <a href=\"https:\/\/www.engagebay.com\/blog\/powerful-marketing-strategies\/\" data-wpel-link=\"internal\">detailed article<\/a>! <img decoding=\"async\" class=\"emoji\" role=\"img\" draggable=\"false\" src=\"https:\/\/s.w.org\/images\/core\/emoji\/14.0.0\/svg\/1f4c8.svg\" alt=\"\ud83d\udcc8\" \/><\/em><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Truth_8_Marketing_Goes_to_Shit_Without_a_Plan\"><\/span><span style=\"color: #339966;\"><b>Truth #8: Marketing Goes to Shit Without a Plan\u00a0<\/b><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">\u201cGoes to shit\u201d is vulgar. I know. But that is exactly what can happen when marketing campaigns kickoff without a strategic plan.<\/span><\/p>\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\">Marketing without planning is nothing. Just a waste of money.<a href=\"https:\/\/twitter.com\/hashtag\/Digital_Marketing?src=hash&amp;ref_src=twsrc%5Etfw\">#Digital_Marketing<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/DigitalMarketingServices?src=hash&amp;ref_src=twsrc%5Etfw\">#DigitalMarketingServices<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/SocialMedia?src=hash&amp;ref_src=twsrc%5Etfw\">#SocialMedia<\/a><\/p>\n<p>\u2014 Sazzad Hossen (@sazzad_hossen_1) <a href=\"https:\/\/twitter.com\/sazzad_hossen_1\/status\/1421554348987850753?ref_src=twsrc%5Etfw\">July 31, 2021<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p><span style=\"font-weight: 400;\">Say you decide to <\/span><a href=\"https:\/\/klear.com\/blog\/influencer-marketing-brief-template\/\"><span style=\"font-weight: 400;\">partner with influencers<\/span><\/a><span style=\"font-weight: 400;\"> with whom you have a shared target audience to promote your products or services. How do you handle it?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">First off, you want to <a href=\"https:\/\/trendhero.io\/blog\/influencer-search-tools\/\">find influencers<\/a> who\u2019ll generate the biggest impact for your business. Afterward, you need to allocate a budget for the <a href=\"https:\/\/www.engagebay.com\/blog\/benefits-of-influencer-marketing\/\">influencer marketing<\/a> campaign and identify influencers on your list whose costs align with your budget.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Are you done? No.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You need to write the goal of the influencer campaign, key objectives, deliverables, timeline, and many more. And when you finish, you have to organize all of these data in a spreadsheet or doc. Take this <\/span><a href=\"https:\/\/docs.google.com\/presentation\/d\/1zTWI8FrPxFM7yMyanQWEJ46FGFdafeF2R2vtHr6zDiM\/edit#slide=id.gfb71c86f3_0_243\"><span style=\"font-weight: 400;\">template<\/span><\/a><span style=\"font-weight: 400;\"> courtesy of <\/span><a href=\"https:\/\/klear.com\/blog\/influencer-marketing-brief-template\/\"><span style=\"font-weight: 400;\">Klear<\/span><\/a><span style=\"font-weight: 400;\">, for instance. It highlights everything there is to an influencer marketing campaign.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With every detail outlined, you have a bird eye view of how long you\u2019ll see results from your campaign and whatnot. The result? You don\u2019t prematurely end campaigns just before the results starts rolling in. Here\u2019s a quick guide by the good folks at Entrepreneur on creating a <\/span><a href=\"https:\/\/www.entrepreneur.com\/article\/43026\"><span style=\"font-weight: 400;\">small business marketing plan<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Truth_9_Measure_Everything\"><\/span><span style=\"color: #339966;\"><b>Truth #9: Measure Everything<\/b><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">You can\u2019t know the effectiveness of your online marketing strategy or tactics if you don\u2019t track them. Monitoring every marketing activity helps you know what\u2019s working, what\u2019s not, and what you can improve.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As a small business, some essential <\/span><a href=\"https:\/\/www.engagebay.com\/blog\/marketing-metrics\/\"><span style=\"font-weight: 400;\">marketing metrics<\/span><\/a><span style=\"font-weight: 400;\"> to track are:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Customer acquisition cost (CAC)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Website traffic<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Social media engagement<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Customer lifetime value (CLV)<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">There are several tools you can use to track these metrics. You can check your website traffic on Google Analytics and measure social media engagement with tools like Sprout Social or Hootsuite.\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Truth_10_Marketing_isnt_a_One-Size-Fits-All\"><\/span><span style=\"color: #339966;\"><b>Truth #10: Marketing isn\u2019t a One-Size-Fits-All<\/b><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">There are tons and tons of marketing best practices and playbooks. But here\u2019s the thing:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Trying to adopt someone else\u2019s playbook may not be a good idea. Why? What worked for one business may not work or apply to yours.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That aside, you can use the playbooks of other businesses to unlock inspiration, general guidelines, and <\/span><a href=\"https:\/\/www.engagebay.com\/blog\/small-business-marketing-ideas\/\"><span style=\"font-weight: 400;\">ideas for your small business<\/span><\/a><span style=\"font-weight: 400;\">. Keep in mind that the insights that form the core of your marketing strategy should come from your own research and experience. This is key to understanding your \u2018why\u2019 and prevents you from blindly following a plan that doesn\u2019t align with your business goals.\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Truth_11_Marketing_is_Way_More_Than_Advertising\"><\/span><span style=\"color: #339966;\"><b>Truth #11: Marketing is Way More Than Advertising<\/b><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Running Facebook ads, Google ads or paying for ads in your local newspaper is a huge part of marketing but it isn\u2019t all there is to it.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">First off, relying on ads as a sole source of revenue is not sustainable. <\/span><a href=\"https:\/\/www.wordstream.com\/blog\/ws\/2015\/08\/17\/click-fraud\"><span style=\"font-weight: 400;\">Click Fraud <\/span><\/a><span style=\"font-weight: 400;\">happens on a daily basis, <\/span><a href=\"https:\/\/www.businessofapps.com\/ads\/cpc\/research\/cpc-rates\/\"><span style=\"font-weight: 400;\">Google ads cost or cost per click<\/span><\/a><span style=\"font-weight: 400;\"> is getting high, many searchers <\/span><a href=\"https:\/\/www.wordstream.com\/blog\/ws\/2021\/10\/26\/online-advertising-statistics\"><span style=\"font-weight: 400;\">skip ad results<\/span><\/a><span style=\"font-weight: 400;\">, and the list goes on and on.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Advertising will help you get your product or service in front of a particular audience but organic marketing will do what advertising does and more.<\/span><\/p>\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\">Conclusion:<\/p>\n<p>Seth Godin says:<\/p>\n<p>&#8220;Marketing is more than advertising, it&#8217;s the experience your business delivers.&#8221;<\/p>\n<p>I&#8217;m telling you this:<\/p>\n<p>Brands that use marketing to create an intangible experience win.<\/p>\n<p>\u2014 Ken | The Writer&#8217;s Guild (@respectmywrites) <a href=\"https:\/\/twitter.com\/respectmywrites\/status\/1511569396493283328?ref_src=twsrc%5Etfw\">April 6, 2022<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p><span style=\"font-weight: 400;\">Sure, when you market your business organically, you may have less visibility compared to ads that scream at our faces. But here\u2019s the upside: marketing your business organically makes you more likable, creates more trust from your audience, and reduces buyer objections when they are ready to purchase.\u00a0<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Tips_for_Doing_Better_Marketing\"><\/span><span style=\"color: #993300;\">Tips for Doing Better Marketing<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Gather customer feedback and use it to inform your organic marketing strategy<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Try less intrusive forms of marketing like email marketing<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Use <\/span><a href=\"https:\/\/www.engagebay.com\/blog\/marketing-automation-small-businesses\/\"><span style=\"font-weight: 400;\">marketing automation<\/span><\/a><span style=\"font-weight: 400;\"> to reach more customers<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Focus on understanding your target audience<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Personalize your marketing messages<\/span><\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"Truth_12_Effective_Communication_Goes_Beyond_Words\"><\/span><span style=\"color: #339966;\"><b>Truth #12: Effective Communication Goes Beyond Words<\/b><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">One of marketing functions is to promote and sell products or services through <a href=\"https:\/\/fellow.app\/blog\/meetings\/requirements-for-productive-and-effective-meetings\/\">effective communication<\/a> with customers. This goes beyond mere words and extends to the communication format, including channels you use to spread your message.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, pictures and videos work well on Instagram but written threads are more effective on Twitter. Even if you\u2019re passing the same message, you have to do so in the format that works best for either channel. Here is the finest way to convert video and compress mp4 file.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are some must-know stats on content formats and social channels:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">86% of businesses use video as a marketing tool. (<\/span><a href=\"https:\/\/www.wyzowl.com\/video-marketing-statistics\/\"><span style=\"font-weight: 400;\">Wyzowl<\/span><\/a><span style=\"font-weight: 400;\">)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">73% of customers prefer to learn about a product or service through short videos. This is followed by 11% who prefer to read an article or blog post. (<\/span><a href=\"https:\/\/www.wyzowl.com\/video-marketing-statistics\/\"><span style=\"font-weight: 400;\">Wyzwol<\/span><\/a><span style=\"font-weight: 400;\">)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">TikTok is the fastest-growing social network with a staggering 105% user growth rate in the US over the past two years. (<\/span><a href=\"https:\/\/www.emarketer.com\/content\/us-social-media-usage-2021\"><span style=\"font-weight: 400;\">Emarketer<\/span><\/a><span style=\"font-weight: 400;\">)\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">44% of users shop for products on Instagram weekly and 28% of those shopping activities are pre-planned. (<\/span><a href=\"https:\/\/business.instagram.com\/blog\/instagram-shopping-collections-gift-guides\/\"><span style=\"font-weight: 400;\">Instagram<\/span><\/a><span style=\"font-weight: 400;\">)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">37% of consumers trust the product recommendations of other users. (<\/span><a href=\"https:\/\/www.bazaarvoice.com\/blog\/what-influence-do-influencers-have\/\"><span style=\"font-weight: 400;\">Bazaarvoice<\/span><\/a><span style=\"font-weight: 400;\">)<\/span><\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"Tips_for_Communicating_Effectively\"><\/span><span style=\"color: #993300;\">Tips for Communicating Effectively\u00a0<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Share your messages where your customers hang out<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Publish clear and well-written content<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Supplement written content with images, videos and infographics<\/span><\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"Truth_13_Consistency_is_a_Marketing_Superpower\"><\/span><span style=\"color: #339966;\"><b>Truth #13: Consistency is a Marketing Superpower<\/b><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">When you\u2019re consistent in marketing your products and services, you not only build more brand awareness, you gain an insane amount of mindshare from your audience. Others may jump on the next shiny marketing trend, but if you\u2019re consistent, you\u2019ll follow your plan through. This is not to say you can\u2019t change your strategy if the current one isn\u2019t working. What\u2019s important here is that you give your strategy enough time for results to show.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, <\/span><a href=\"https:\/\/morningscore.io\/how-long-does-seo-take\/\"><span style=\"font-weight: 400;\">it typically takes businesses 3-6 months to see results from SEO<\/span><\/a><span style=\"font-weight: 400;\">. So if you decide to invest in search engine optimization tactics, you have to stick to consistent publishing of SEO-optimized content to test this idea in your business.<\/span><\/p>\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\">Consistency is a superpower<\/p>\n<p>Consistency beats skill<br \/>\nConsistency forms habits<br \/>\nConsistency overcomes failure<br \/>\nConsistency creates millionaires<br \/>\nConsistency makes world champions<\/p>\n<p>Every single person on this planet has this superpower<\/p>\n<p>\u2014 Life of Adventure (@wealthyhealthyl) <a href=\"https:\/\/twitter.com\/wealthyhealthyl\/status\/1510859963127713795?ref_src=twsrc%5Etfw\">April 4, 2022<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Tips_for_Staying_Consistent\"><\/span><span style=\"color: #993300;\">Tips for Staying Consistent<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Break your plan into small action steps<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Batch create your content. For instance, you can create and schedule your social content so you don\u2019t have reason to be absent from social media. Do the same for your blog posts<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Set achievable milestones. Overly ambitious milestones that remain unmet can subconciously make you feel incompetent<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Set a realistic timeline for reaching your milestones<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Outsource tasks if you lack the time or expertise to execute them<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Manage your tasks with a project management system<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Commit to only a few tasks at a time, don\u2019t try doing everything at once\u00a0<\/span><\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"Truth_14_You_Have_to_Hire_Help_at_Some_Point\"><\/span><span style=\"color: #339966;\"><b>Truth #14: You Have to Hire Help at Some Point<\/b><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">In early 2021, Khe Hy, founder of RadReads <\/span><a href=\"https:\/\/radreads.co\/hiring-ftes\/\"><span style=\"font-weight: 400;\">announced<\/span><\/a><span style=\"font-weight: 400;\"> he was pivoting from solo entrepreneurship and would be building a team.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">He cited the need to build a proper company in-line with RadReads mission, looming burnout and loneliness as some of the reasons for his decision.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Just like Khe, you likely wear several hats as a small business owner. You\u2019re the founder, chief marketing officer and even <\/span><a href=\"https:\/\/www.engagebay.com\/blog\/small-business-customer-service\/\"><span style=\"font-weight: 400;\">customer service<\/span><\/a><span style=\"font-weight: 400;\"> manager.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But as Khe stated, if you want to grow your business beyond YOU, you have to consider outsourcing some tasks. A good starting point is to subcontract tasks that you lack the expertise to execute. If you find yourself fumbling through your website\u2019s code because you want to improve your site\u2019s ranking, that may be a sign that it\u2019s time to hire a react.js developer or get SEO help.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Thanks to the internet, outsourcing is easier because you can even use <a href=\"https:\/\/testlify.com\/types-of-pre-employment-tests\/\" target=\"_blank\" rel=\"noopener\" data-wpel-link=\"internal\">pre-employment tests<\/a> to hire qualified freelancers and contractors from all over the world.\u00a0<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Tips_for_Hiring_ContractorsFreelancers\"><\/span><span style=\"color: #993300;\">Tips for Hiring Contractors\/Freelancers<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Identify the tasks you need to outsource<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Create a budget<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Post a job ad or reach out to your network for referrals<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Request for samples of applicants\u2019 past work<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Assign paid tasks to the best fit applicants<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Hire the best fits<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Assess the results of your new hire\u2019s work\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Continue working with the contractor if they do a good job<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Rinse and repeat<\/span><\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span><span style=\"color: #339966;\"><b>Conclusion<\/b><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">We don\u2019t make light of the fact that building a small business requires hard work. Afterall, some small business owners put their best foot forward but they unfortunately go under when they can no longer cope.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Now if you\u2019ve managed to keep your small business afloat or you\u2019re just starting out, kudos to you. Your next step is to rethink your marketing approach and apply these truths. We know everything you read is a lot to take in. But you don\u2019t have to apply every truth in this article immediately. Pick one or two that will be most useful to the current state of your business and implement them.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While doing all of these, you\u2019d need a place to organize your sales and marketing activities, including customer service. There are numerous standalone tools that either focus on sales, marketing, or customer service. Relying on these tools implies you\u2019d be jumping from software to software, plus the costs can escalate rapidly when you need more features. This is where a cohesive <\/span><a href=\"https:\/\/www.engagebay.com\/blog\/easy-to-use-crm-small-business\/\"><span style=\"font-weight: 400;\">all-in-one CRM solution<\/span><\/a><span style=\"font-weight: 400;\"> like EngageBay truly shines.\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/www.engagebay.com\/\"><span style=\"font-weight: 400;\">EngageBay<\/span><\/a><span style=\"font-weight: 400;\"> has a functionalities for marketing, sales, and customer service all in one place. The best part? It\u2019s free to use. So as you apply each of these truths, be sure to <\/span><a href=\"https:\/\/app.engagebay.com\/signup\"><span style=\"font-weight: 400;\">sign up for a free forever EngageBay plan<\/span><\/a><span style=\"font-weight: 400;\"> so you can effectively power the revenue engine of your small business.<\/span><\/p>\n\r\n            <script>\r\n                var EhAPI = EhAPI || {}; \r\n                EhAPI.after_load = function() {\r\n                    EhAPI.set_account('ktb76s1540fl2hnhbqnrtd2npb', 'our');\r\n                    EhAPI.execute('rules');\r\n                };\r\n                (function(d, s, f) {\r\n                    var sc = document.createElement(s);\r\n                    sc.type = 'text\/javascript';\r\n                    sc.async = true;\r\n                    sc.src = f;\r\n                    var m = document.getElementsByTagName(s)[0];\r\n                    m.parentNode.insertBefore(sc, m);   \r\n                })(document, 'script', '\/\/d2p078bqz5urf7.cloudfront.net\/jsapi\/ehform.js');\r\n            <\/script>\r\n            <script>\r\n                function waitForEhForms() {\r\n                    const interval = 100; 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Want yours to thrive for a lifetime? These small business marketing truths will help...\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.engagebay.com\/blog\/small-business-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"14 Small Business Marketing Truths No One Bluntly Tells You\" \/>\n<meta property=\"og:description\" content=\"Lots of small businesses close shop within 5 years. Want yours to thrive for a lifetime? 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