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Why Some Businesses Are Harder to Market Than Others

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Why Some Businesses Are Harder to Market Than Others

It is nearly impossible for any business to flourish without proper marketing and exposure. You need buyers in order to succeed and you need marketing in order to reach buyers. It doesn’t matter how good your products are, they will not sell on their own.

Thus, while the focus must be primarily on quality and sustainability of your business, you must also have an effective marketing strategy in mind.

Today’s day and age allow companies and businesses to use a number of different marketing methods to spread their message. There was a time when businesses had no option but to turn to newspapers to spread the word. However, digital medium has made things easier as you can promote your business online, without much effort and money.

However, not all businesses can enjoy the benefits of online marketing as some businesses are harder to market than others.

There can be several reasons for this. Sometimes, it’s due to internal issues and sometimes due to outside circumstances. Whatever the reason, it is important for businesses to take steps to improve their marketing skills so that they can find success.

Here are some common reasons why some businesses find it difficult to market themselves as opposed to others:

1. Lack of a decent budget

To start and sustain a business venture, it is very important to market it well-enough to reach a large audience. However, this is easier said than done since marketing is not an affordable job.

Today you have a plethora of means through which you can gain exposure and momentum for your businesses. However, they don’t come for free. Online marketing might be more affordable than traditional marketing methods, but they are still too costly for some businesses, especially startups.

Think about online marketing. It involves a lot of processes. The most important thing is to choose the right online marketing tool.

You can opt for anything – from social media to PPC – but they will all give you different returns. Most businesses use tricks such as A/B testing but even that’s not an easy job because you will either have to hire an expert or hire the services of an online marketing firm, which can turn out to be very costly.

2. Failure to incorporate technology

Businesses tend to resort to old-school ways of marketing their products and services without realizing there are so many options to choose from nowadays.

Companies should hire team members to market their products online, generate a social media following, and produce content that is suitable for their target audience. However, many businesses fail to do it.

Nothing against traditional marketing methods but most of them are obsolete now. Of course, you cannot completely give up on billboards and newspaper ads, but you need to be clever and welcome technology with open arms – when you can.

If a business does not use technology to its advantage, it will be left behind in the race.

Think about online marketing now. `The first step would always be to create a website and let it be the primary medium through which customers and clients can contact the business online.

There should also be social media presence but you cannot neglect the importance of a website, which can also help you rank well on search engines.

Plus, you can use your website for other purposes as well. It helps sell products and services and can reduce the gap between customers and sellers. Options like live chat can make it easy for customers to reach you, which can help spread the word.

3. Limited Appeal

Some businesses are hard to explain or market simply due to their limited appeal. We spoke to the marketer at PowerJackMotion linear actuators about how difficult it can get to market a niche product. They said, “it can be difficult because your audience is limited but the competition is tough.”

It’s basic, you have 100 people interested in your product and you have 10 sellers, each seller can have about 10 buyers on an average. On the other hand, let’s say, you offer mobile phones. Since a large number of people use mobile devices, you will have an audience of, let’s say, 10,000. Even if you have a 100 sellers now, each can still have about 100 buyers.

4. The Audience is Divided

It can be very difficult to market a business when the audience is divided. We talked about online marketing earlier and how it can make things easier, but what if a large portion of your target audience is not on the web?

Such situations can be very difficult to handle. You have to sit and make a plan that allows you to handle all of your audience and not miss anyone.

5. Cultural Differences Can be an Issue

Uber is one of the most well-known companies in the world, but it could not find much success in Singapore and neighboring countries due to the cultural differences and had to quit as Grab, a local company, overtook it.

Such problems are usually faced by multinationals. KFC, for example, has a different menu for Arab countries and a different menu for the US so that it can market strongly in the Middle East as well.

Such differences can make it challenging to market a product or service but businesses are now coming up with workable solutions.

There is no fixed determinant for why some businesses are generally easier to market than others, but a strong online presence and a general appeal as a service or product counts.

If you do not know all the ropes that need to be pulled for the kind of exposure that would raise your business to success, it is best to turn to a professional for help.

The most important thing is to know your potential and to try to achieve it. Trying to achieve the achievable or not achieving what you can easily achieve are both horrible situations that result in a loss of time and money, which are two of the most valuable assets for any business.

 

 



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