Business Issues Can't Be Fixed With Marketing

You think marketing can fix your business?

Spoiler alert: It can’t.

Here’s why over-relying on it might hurt more than help… Today, we’ll discuss the thorny topic of how NOT to become over-reliant on marketing!

This article is also available as a video on our YouTube channel:

1. Marketing Can't Fix Business Chaos (but it can help you think strategically)

First up, let’s talk about chaos. If your business is all over the place - no clear goals, no direction, then marketing is like trying to fix the universe with duct tape.

Take a step back and define your business goals. Write down what success looks like for you. For example, if you want to increase sales by 20% this year, make THAT your business target and tie it to marketing tactics (and metrics) that can help you achieve it.

Remember to evaluate your approach every once in a while (quarterly, for example) to see if you’re getting the desired results. If needed, recalibrate.

2. Marketing Can't Fix Product/Service Issues (but it can help you define what they are)

Next, let’s address product issues. So, you've got a product that fits the market - but if it doesn’t meet customer expectations… marketing won’t save the day. Think of it this way: with so many offerings on the market, if your product fails to convince your customers to use it - and quickly, they’ll jump to a competitor. No hard feelings.

To avoid this pitfall, focus on making sure your product delivers what your marketing promises. In an era of authentic communications, overpromising is becoming a surefire way to alienate your potential customers.

Gather feedback from early users and tweak things as needed. Be honest and deliver without much ado. A solid product can speak louder than any flashy ad.

3. Advertising Can't Fix the Lack of Product-Market Fit (but it can help you find it)

Finally, let’s tackle the big one: product-market fit. If no one wants what you’re selling, not even a million-dollar budget can change that.

Picture this: you launch a new app for managing pet goldfish—cute idea, but if no one has goldfish or cares about managing them digitally, it's a sure flop.

The good news? Marketing can help you - but you need to listen early on. Market research, customer profiling, competitive analysis, community building, beta tests and other activities aimed at finding your product-market fit (or lack thereof) can save you a lot of tears. They can also help you strengthen your positioning and messaging to stand apart from your competitors.

This way, when you do launch your product or service, you'll know there’s an audience ready to embrace it. And how to advertise so that embrace is welcome, not forced.

So, what do you do next?

• Get clear on your goals: Take some time to write down specific objectives for your business. Want to grow your email list so you can validate there’s interest? Aim for 500 new subscribers in three months!

• Focus on your product: Make sure your product meets customer expectations before launching it widely. Ask for feedback and be ready to make changes.

• Do your research early on: Spend time understanding what your target audience REALLY wants before launching anything new. This could be as simple as chatting with potential customers or running a quick online survey.

Remember, marketing is just one piece of the puzzle; when everything works together smoothly, that’s when the magic happens.

If you need help laying the groundwork or ramping up the advertising machine - I have helped a whole little universe of B2B businesses like yours.

Below, you will find a link to a free marketing audit from WiiN Digital - you’re welcome!