While there's no question a solid marketing program can increase your business, it cant fix everything. Below are 5 things marketing cant do for you:
1. Marketing cant make you an overnight success. Just because you start a marketing program doesn't mean you're immediately going to see your business explode. Marketing is about getting your name in front of your target market on a regular basis until they finally decide to give you a try.
On that note, if you're in trouble right now sales are down, a new business isn't getting off the ground like you planned — depending on how bad the trouble is a marketing program may not be enough to save you. A successful marketing program needs time to work and more likely than not, a little money as well. If you're panicked about one (or more likely both) you may need to start looking at other options.
2. Marketing is not about doing something once and forgetting about it. The very best marketers test. And test. And test.
For instance, maybe your site isn't converting visitors to customers as well as it should be. You could hire a copywriter to tweak it for you. You could test the different elements to see what raises your conversion level. That's one way to use testing. You can also test different headlines, different offers, etc.
3. Marketing cant fix a bad experience. This is a big one. If your customers have a lousy experience with your products or services or with your customer service reps or sales people, etc., that's it. Worse yet, not only have you lost a customer for good, that customer will probably tell others about their bad experience. So now you've lost more potential customers as well.
Marketing can get people in the door, but it cant ensure they'll have an experience they'll want to repeat. Before assuming more marketing is what you need, take a moment and make sure your current customers are truly satisfied with your business.
4. Marketing cant fix a flawed business. Much like tip number 3, marketing cant fix cash flow issues or staff problems.
5. Make people buy. Sadly, marketing ultimately can’t make people buy. If your market doesn’t see the value in your products or services, doesn’t understand them, or if you just aren’t very competitive or different, marketing can’t fix that. Too many business owners waste money on marketing they should have spent on improving their own business.
Digital Marketing has added a lot of tools, but it doesn’t change the primary strategy of marketing. If letting people know you exist, communicating your value, and giving people an incentive to try isn’t working, then you might need to rethink other parts of your business. Digital Marketing can help you find the problems or misalignments in your offerings, but it can’t reach out across the Internet and make people buy.