I recently came across a report prepared by Constant Contact and Ascend2, which shared the findings of over 1300 surveys they prepared and distributed to small and midsize businesses across Australia, Canada, the UK, and the US. 

The statistics, while interesting, were not all that surprising to me. In fact, the data confirms what I’ve been saying for years.

Most small businesses don’t have the time, money, or expertise they need to make decisions about marketing. This is true even of businesses run by marketers (or people with marketing expertise or experience), because it’s easier for someone else to see what you need in your business than it is to see it yourself.

So where does that leave you? While this analysis might sound bleak, there are ways to make marketing work for you, as long as you’re willing to prioritize strategy. 

Rather than continuing to try and operate within an ecosystem that isn’t set-up for you, I’m encouraging you to rewrite your playbook – rethinking the expectations you have for yourself and how you show up for your business. 

Let’s review some of the common marketing barriers small business owners are facing based on the findings of this study, and look at potential solutions. 

Key finding: 73% of SMBs (small and midsize businesses) lack confidence in their marketing strategies 

Are you confident in the marketing strategy you have laid out? According to the Constant Contact report, only about one-quarter of small businesses can say they are. 

This lack of confidence is a key barrier to making progress in marketing. 

If you’re not confident in your strategy (or don’t have one at all – also a very common challenge), it can lead to analysis paralysis. 

You hear friends, family, colleagues, and other business owners who are finding success telling you that you should “just do this” or “just do that” and it sounds so easy. 

But easy doesn’t mean it’s right for you or that it will get results. Especially because there is no one-size-fits-all approach to marketing. 

There are fundamental aspects of your business that any marketing strategy should be looking at to determine what will be effective. So if you’re working with a marketing advisor who isn’t trying to get to know you AND your business well, then you’re probably not going to get the results you want. 

Every business is unique and you need a strategy that reflects what makes yours special.

Further, the study revealed that due to their lack of marketing confidence, small business owners are “increasing budgets, dedicating more time, and adding more channels to improve performance.”

Here’s the problem with that approach: spending more of the limited money and time you have available to you isn’t necessarily a recipe for improved results. 

After all, what are you going to do with time and money if you aren’t confident in the plan in the first place?

The marketing tactics you end up employing with this “expanded marketing budget” may not end up serving you or your business. 

The solution?

Whether it’s leads, channels, or tools, quality over quantity is better for staying focused and effective. There are likely marketing opportunities available that would help accomplish your goals with less strain on your time or budget – you just need to take the time to go back to the basics, assess your resources, and rethink your strategy.

Key finding: There isn’t enough time in the day for small businesses to prioritize marketing 

According to the study, 

“Marketing tasks get pushed down SMBs to-do lists in favor of other business responsibilities. Most SMBs have less than an hour each day for marketing, so tools that enhance speed and efficiency are game-changers.”

It’s no surprise that time is a constant challenge for small business owners. You’re wearing a lot of hats, and have a finite amount of energy to commit to marketing (or any business-related task for that matter). 

The tug of war between working in your business and working on your business is one where working on your business often loses, and that includes getting around to marketing tasks. I know this firsthand. 

When you’re busy, marketing is one of the first things to fall by the wayside. Then, as soon as business slows down, most business owners start to scramble to find clients and customers.

Marketing is a momentum-building exercise that takes time. When the momentum slows, it can take time to build up what was lost.

We want to avoid losing that momentum in the first place, by creating a realistic plan with marketing commitments we can consistently follow-through on. 

The solution?

Recognizing your limits is key for managing your schedule and prioritizing your workload. 

However, a general recommendation of “tool implementation” within your business (like the article suggests) is dangerous advice if the tactics supported by the tools are wrong for the results you desire. 

There are many ways to enhance speed and efficiency within your business, but doing so effectively starts with a solid strategy that ensures you’re in the right places at the right time to reach the right people.

Working with someone to build a realistic strategy and to continue to work with you to stay accountable to your plans is the easiest way to ensure you make the progress you want – without exhausting yourself or your resources. 

Key finding: Most small business owners leverage either email or social media as their primary marketing channels and are hesitant to try something new 

Further, just 16% feel very confident that these are the right channels for their business.

I understand the tendency to “fall back on” social media and email as marketing tactics. A huge number of marketing gurus have been telling small businesses for years that these are the most effective and efficient ways to reach their audience. 

In a lot of ways, that advice was true. 

However, the digital marketing landscape, and each of these platforms, have changed drastically over the last ten years. 

The all-in approach to digital marketing that once worked isn’t going to produce the same results for new or even established small businesses, without bringing other channels into the mix.

I actually used to write social media strategies for clients, but stopped years ago because I recognized that my clients needed more from me. 

Now don’t get me wrong, I love content marketing and think it’s incredibly valuable for connecting businesses to the people who need them. But, it’s also very time-consuming to do well and consistently.

The solution? 

Creating a realistic and diverse plan for your marketing efforts.

This includes a combination of content marketing (with a frequency of posting you can sustain), and lower effort marketing tactics that make sense for your business and goals. 

By taking an integrated approach to marketing that includes partnerships, referral programs, networking, and other ways to leverage the network effect, you can decrease your dependency on some of the more time-consuming activities like email and social media.

Again, before you go hitting the brakes too hard, these kinds of tactics work, too. There’s a nice balance to be found in growing your business in the ways you desire without getting burnt out. 

Providing guidance on a variety of channels that includes both new and traditional media is key to the work I do today. 

Regardless of the tactics you choose, remember that most marketing efforts won’t be able to give you overnight success. They require consistent effort over time, and a continual refining of your approach as you collect additional data and as your business grows. 

Key finding: Over 80% percent of those surveyed are concerned that the current economic climate will negatively impact their business this year

The study found that current economic headwinds are causing small businesses to feel uneasy; findings that could be attributed to low unemployment rates, high interest rates, and recent election results (within the US).

As one of the two closest neighbours to the US, we in Canada will also feel the effects of the US presidential election and the economic impact it has – even though we didn’t get to have a say in who won. 

We’ve been watching the economic shifts for a while, and I know I’ve been streamlining my own expenses to reduce costs for the past year. But some of the key expenses I have just keep getting higher no matter what I do.

The solution?

As business owners we can only focus on what’s within our control. But your marketing strategy needs to factor the general environment and economic climate into the decisions you make.

Maybe, 

• Evaluating pricing and packages to align (or re-align) each with income goals

• Considering high-value offers that cater to corporations with larger budgets, where appropriate

• Revising current offerings to align with the current climate or introducing new offers based on environmental shifts 

• Leveraging a better location for brick-and-mortar businesses

• Researching how your target audience is affected by the economy and how this is impacting their behaviour, interests, and purchases 

• Using messaging that shows empathy for the challenging times we’re experiencing

Each of these potential responses or pivots should be made strategically – based on your industry, your business goals, your location, the services you provide, and the clientele you serve.

Key finding: When used effectively, technology like AI and automation can help SMBs speed up the process for determining which tactics, channels, and campaigns deliver the best results

I’ve been a fan of technology since the first time I turned on a computer and began to learn how to use it. 

In fact, my first “real” job with benefits was in Florida’s State Technology Office going on 30 years ago (wow). 

I’m also good with tech because it’s a personal interest for me. That means I’ve been able to set up my tech stack and connect tools to create a robust business infrastructure without needing to outsource the work.

However – most of my clients don’t have the same interest or desire to spend time on the tools that we have for marketing today, particularly when they’re not all that user-friendly. 

(I frequently find myself telling clients not to blame themselves for tools that are poorly designed.)

So, while AI and automation can be supportive tools for making marketing “easier,” they’re often only useful for businesses that can afford to bring on technical help to set up connections and automations. 

This is one of the disadvantages of being a small business in today’s business climate. But that doesn’t mean there aren’t ways to figure it out. 

The solution?

Whenever possible, my recommendation is to hire support. 

There are many talented small business owners out there who specialize in automation, tools, systems and processes, and technology. Investing in their expertise up-front can help you save time, reduce frustration, and improve efficiency within your business long-term.

However, when hiring support isn’t possible, consider getting together with a group of other business owners to figure out the answers to all those questions you have!

Connecting with your network is a great way to troubleshoot challenges, collect feedback, and save time through information sharing. 

In fact, this is one of the reasons I created the Magnificent Marketer’s Club. With an online community forum and regular Zoom check-ins, we’re providing a collaborative space to help you leverage marketing support, connect with other business owners, and grow your business (at an affordable monthly rate).

The real marketing needs of small businesses

So, according to this report, where do small business owners need the most help? (Hint: it’s probably the exact areas you think):

• 60% Finding new customers

• 33% Determining what is working/measuring performance

• 32% Lack of resources (time, budget, skills)

• 31% Retaining current customers

• 25% Creating a strategy/plan

• 25% Sending the right messages

• 24% Using multiple platforms/tools

• 19% Motivation

Despite the message of the report though, you cannot craft a strategy, get new customers, retain old customers, increase resources, craft messaging, or feel more motivation from a tool like Constant Contact. 

Yes, it might help with data measurement or could save some time via automation, but even those benefits are limited.

You’re immersed in the day-to-day reality of running your business and marketing is just one of many hats you wear. You don’t have time to continue trying new things aimlessly– you want to invest in efforts that will show you real results. 

That’s why, if you’re struggling to grow, you’re better off investing in a strategy – not a tool. 

A strategy will give you the confidence you need to show up for your business in the ways that will make a difference. (And it will help you decide whether you need to do all the tactics everyone’s been recommending to you.)

This approach is how I’ve built my business, and it’s how I continue to support my clients.

In fact, my Sharp Marketing Program was designed specifically to help small business owners who are struggling to navigate the world of marketing and feeling overwhelmed by the endless advice out there. 

Together we’ll develop a marketing strategy that delivers real results by focusing on what makes your business unique and identifying the most effective tactics to reach your ideal clients. 

So, if you’re ready to ditch the overwhelm and create a realistic plan to grow your business with confidence, let’s connect! Book a consult call today to get started.