Marketing is at the center of every businesses list of essential needs.
For some reason, however, many small businesses overlook marketing when operating their business. Entrepreneurs have a hard time seeing the value of marketing as it pertains to to growth.
The main reason, I feel, this happens is because marketing is just overwhelming. It’s complex. Marketing channels are forever changing. It can be a lot to manage. Here are 5 reasons why marketing matters to small businesses.
No ask. No sell.
You can’t actually expect people to buy something from you that they don’t know exists. Marketing is the way you let the world know about your product, service, or cause. It’s how you educate people about what you’re doing. More importantly, it’s how you ask for the sale. Yes, knowledge and awareness are important. But, reaching revenue goals is also a top priority.
Social proof and validation.
Marketing provides proof that you’re actually doing what you claim you’re doing. It gives you a place to showcase your great idea, product, or service. You get to show off success stories as a means to attract customers. More than the tooting of your own horn, it creates a space for others to validate you.
The journey matters.
As you grow, marketing allows your audience to join you on the journey. Though a sales funnel’s primary purpose is to capitalize on the journey of a customer financially, a great side effect is that it keeps them connected. As they grow with you, they become advocates for your brand. That advocacy adds layers to your marketing that you could never produce on your own.
Control the experience.
Marketing allows you to control and customize your customer experience. When a brand is true to it’s brand’s core values and persona at every turn, customers feel special and connected. It’s a win-win. Shared value is where your wants and needs overlap with your customer’s wants and needs.
Drive home internal message.
Marketing is more than what you say to the outside world, it’s how you create a cohesive internal space for your company. With a solid message, mission, and and direction you can attract like-minded employees and move toward success fluidly.
Marketing matters. It may not be your favorite part of running your business or managing your brand, but it can make a world of difference in your pace of growth.