Running a business is tough.
And it’s especially hard on us small business owners. We’re required to wear many hats – the accountant, the marketer, the salesperson… The list goes on!
But one of these activities should be high on the priority list – marketing. Because the survival of your business hinges on how well you can promote yourself.
If you don’t get yourself out there, how do you expect people to find you?
You see, I’ve made a fair few mistakes during my time in business. And through those mistakes, I’ve armed myself with tactics and strategies to deal with them. And these nuggets of gold are exactly what I teach my clients too.
Which means I recognise the most common marketing mistakes pet professionals make, and the top 6 is what I want to share with you today. So hopefully you can shine a light on your own and take steps to fix them.
This is a big one. Marketing is not a one time deal. You need to show up EVERY . SINGLE . DAY to see results.
You can’t post to social media everyday one week, and have a couple of weeks off the next. To build an audience that loves you and hangs on your every word, you need to be consistent.
But I get it, it can be hard to keep going when it seems like no-one’s listening. When you’re already overwhelmed with everything else going on. Time slips away too easily.
So keep it simple. Commit to posting a simple tip, image, meme, question or poll once a day. And get it in your calendar! Schedule that task into your day so you actually make time for it.
Not tracking results
If you don’t track your results, you don’t know what works. There’s no way to learn from the mistakes you’re making. Which means you won’t improve and you’ll waste time and money on activities that do nothing for you or your business.
Whether that’s checking Google Analytics to see your website’s performance, tracking social media stats, or calls from a PPC campaign.
Make time to track the results of your marketing activities on a weekly basis. Set goals every month and analyse the data to see if you’re on track.
You’re a me-too business
If you don’t pin down your uniqueness and positioning, you’ll get trampled on. You need to give people a damn good reason to choose you.
And you do this by communicating your credentials, your success stories and your view points.
You must think about exactly who you want to serve, what you want to offer and how you want to offer it. Think about how you can do that in a way that’s different and better than your competitors.
You have no marketing plan
Without a marketing plan, your chances of success dramatically decrease.
It’s like trying to fix a car with no mechanical knowledge. You have no idea what the problem is or which steps you need to take to get you back on the road. You prod and poke under the hood hoping for a miracle cure.
In just a few hours, you can easily plan out your marketing strategy. A simple strategy will map out the different tactics you’ll use, how much you’ll spend and how much time they’ll take.
You’ll see far better results with a plan under your belt.
You ignore your competition
We don’t want to get bogged down in comparisonitis. But analysing your biggest competitors is a smart move. This can uncover areas of weakness where you may be able to discover new marketing opportunities.
Look at the content they’re creating on their blog and social media. What are they doing really well and not so well? Think about how you can use similar tactics for your business and make them even better.
You refuse to invest in marketing
As a small business owner you have many choices to make. And part of that is deciding what to invest in and how to spend your time.
Marketing is a big struggle for pet professionals and it can often feel overwhelming. Before you know it you find yourself in a routine. The activities and results you’re getting (no matter how disappointing) become the norm.
You become complacent. But complacency is a dangerous state of affairs. Because marketing is changing all the time. The only way to promote your business effectively is by staying open to new marketing strategies and opportunities.
Well, that’s it for my top marketing mistakes. If this resonates with you, do let me know in the comments.