Kaysville UT — The issue of failed marketing campaigns in small business, and the frustration of independent business owners with marketing, was the topic of a new feature article in Small Business Trendsetters Magazine.
In the article, “How To Rebuild After Marketing Just Doesn’t Work”, Janelle Page, Founder and CEO of KickFire Marketing, writes about how business owners lose confidence in the ability of marketing to make a meaningful contribution to a business’ bottom-line.
“Unfortunately, they have a basis for this erroneous belief [that marketing doesn’t work]. Typically these individuals have been promised astronomical returns by well-intentioned, and the occasional not so well-intentioned, marketer or salesmen, offering them the latest and greatest marketing tool at a steep cost. But instead of increased leads or sales, all the business owner was left with was empty returns and an empty marketing budget.”
Waning confidence in marketing effectiveness is reflected in a Forrester Research Survey that revealed only 51% of business owners agreed that marketing had a clear financial value for their business.
Page writes of common issues plaguing small business owners, including over-segmentation of marketing tools and the lack of central communication when marketing is outsourced.
Page asserts, “With all these hands in the pot, where is the seamless integration? Without an established blueprint that defines tactics, strategies, follow-up and quantification, companies are hemorrhaging marketing dollars. They have no strategy. They have no plan. When they have no results they cry out, “Marketing doesn’t work!” In reality, what they’ve lacked is an architect, a marketing integration strategist, to establish their blueprint for success and show them how a marketing structure is built.”
Despite the frustrations of business owners, there is ample evidence that investment in marketing, particularly in local search, social media, and content marketing, is imperative to the business development.
According to a Local Search Usage Study done by TMP Directional Marketing/15miles & comScore, 69% of consumers are more likely to use a local business if it has information available on a social media site.
A Google study showed that 88% of consumers who search for a type of local business on a mobile device call or go to that business within 24 hours.
And Webdam writes that B2B companies that blog generate 67% more leads than those that don’t.
In the article, Page details scenarios in social media marketing where small business owners are struggling to gain traction and offers four steps for setting the foundation for a successful marketing structure blueprint.
Read the article in full by visiting SmallBusinessTrendsetters.com/JanellePage