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Is Your Marketing Hit-or-Miss? Here's How to Make It a Hit Every Time.

Sick of Marketing That's Hit-or-Miss? Make It a Hit Every Time.

How often do companies wing it with their marketing?

According to various surveys and studies, many small and medium-sized businesses tend to "wing it" when it comes to marketing. It's estimated that around 50% of small businesses don't have a documented marketing strategy. This means they rely on ad-hoc tactics without considering their target audience, brand, and business goals. While it's understandable that some businesses may be limited by resources, not having a clear marketing plan can result in ineffective campaigns and a lack of growth for the business.

What is winging it in marketing? 

Winging it in marketing means taking a haphazard approach to promoting your business. It's when you don't have a plan. You're just trying things out and hoping they will work. This could mean posting on social media whenever you have time, running ad hoc promotions, or creating content that doesn't align with your brand or goals.

What does winging it in marketing look like? 

Winging it in marketing often looks disorganized and unprofessional. Your branding is inconsistent, your messaging is confused, and your target audience is unclear. As a result, your marketing efforts are unlikely to be effective, and you're unlikely to see a return on investment.

What does winging it in marketing cost? 

The cost of winging it in marketing is two-fold. First, you're spending time and resources on marketing efforts that are unlikely to produce results. Second, you're missing opportunities to grow your business and reach your target audience. When you're not strategic about your marketing, you're likely to waste time, money, and resources that could be better spent elsewhere.

Implementing a well-thought-out marketing strategy 

On the other hand, implementing a well-thought-out marketing strategy involves taking the time to understand your ideal client, their buyer journey, your brand, your business goals, and how that all comes together. With a plan, you can prioritize your marketing efforts and see better results in a shorter timeframe.

The benefits of a well-thought-out marketing strategy 

The benefits of a well-thought-out marketing strategy are numerous. You'll be able to reach your target audience with a clear and consistent message, build your brand, and see a return on investment. You'll also be able to track your progress and adjust your strategy as needed to achieve your business goals.

An example of winging it versus having a clear marketing plan

Sarah is an example of winging it in marketing

Meet Sarah, an online store owner that sells handmade candles and soaps. Sarah was putting in the effort and the hours, but she didn't realize there was a better way to market her business. She was posting a few random photos on Instagram each week, running promotions without a clear strategy, and creating blog posts without a clear target audience in mind. Despite her hard work, her online store wasn't growing as fast as she wanted. Sarah wasn't aware that there was a more effective marketing approach, and she's not alone. Many small business owners find themselves in a similar position, winging it when it comes to marketing. Sound familiar?

Sarah makes some changes and begins winning in her marketing

Now let's fast forward a few months. Sarah has taken a step back and thought about her ideal customer, what they need and want, and what sets her apart from the competition. She's created a clear brand image, defined her business goals, and mapped out a step-by-step plan for her marketing. 

With a focus on reaching her target audience and delivering a consistent message, Sarah is now seeing actual results. Her social media following has grown, her promotions are driving more sales, and she's got a clear ROI to show for her efforts. Sarah has taken a deep dive into understanding her ideal customer, what they want from a handmade candle or soap, and what sets her brand apart. She surveyed her current customers and found that they appreciate her all-natural ingredients and unique scent combinations.

With this knowledge, Sarah defined her brand as offering luxurious, all-natural candles and soaps. She created a clear marketing plan that includes regular social media posts highlighting these unique qualities, targeted email promotions, and blog content that educates and inspires her audience. The result? Her online store is thriving, and she's never been more confident in her marketing efforts. Who wouldn't want to follow Sarah's lead?

Make your marketing a hit every time

So, while Sarah's original story seemed all too familiar, the good news is that it doesn't have to be that way. By taking the time to understand your ideal customer, your brand, and your business goals, you can create a clear, effective marketing plan that will help your online store thrive.


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About Marcia

Marcia Hylton is a seasoned marketing professional and travel enthusiast. With over 15 years of experience, she has a track record of planning and executing successful marketing campaigns for Fortune 500 companies. After starting a national award-winning marketing agency, she has served a wide range of clients, including small business owners and NBA celebrities. Now, Marcia offers expert marketing strategy to a diverse range of clients, with a focus on delivering measurable results.