For me, writing this article is more than a necessity; it’s a mission.
If you’re running your own show, you’ve likely figured out that marketing is essential, not just an extra. But beyond those shiny Instagram ads and eye-catching graphics, there are some critical truths, often missed, that are key to your success (and ours in the digital marketing world).
BIG DISCLAIMER: I’m not here to magically transform you into a marketing expert overnight. This article is all about sharing insights from my own experiences (and those of my colleagues and many others I haven’t met) with real people.
My goal is to equip you with insights that can propel your business forward, saving you time, money, and those hair-pulling, scream-into-a-pillow kind of frustrations.
And speaking of frustrations, I’ve seen clients who were oblivious to these truths, leading to some serious facepalm moments (for both of us).
So, here are three real benefits you’ll get from understanding these truths:
You’ll avoid making irrelevant requests to your team that don’t match your actual goals.
It smooths out the relationship between everyone in marketing, sales, and the founding team. This applies even if you’re wearing all those hats yourself.
You’ll gain a better understanding of marketing.
So, let’s get down to business.
1. POSTING ON INSTAGRAM IS NOT MARKETING
Posting on Instagram, LinkedIn, TikTok, or any social platform for that matter, is not marketing. It’s a common misconception. In the vast ocean of social media, a single post is like a drop in the bucket. It’s unlikely to make a ripple unless it’s part of a larger, more strategic plan.
To be more precise, do you really think a single post will stand out in the crowd?
We’ve had a couple of clients at my agency who were disappointed with their social media results. We posted a dozen times on their new Instagram account, and they wondered why the magic wasn’t happening. Why weren’t prospects knocking on their door?
This is where I like to bring in a bit of wisdom from the book “Don’t Sweat the Small Stuff” by Richard Carlson. In the book, he invites us to ask ourselves: ‘Will this matter a year from now?’’ For your business, the answer is a big, fat YES.
So keep in mind that your posts need to be part of a narrative that connects with your audience on a deeper level. And that, my friend, takes time to develop. Not necessarily a year, but it depends on some variables that we can discuss in another article.
Remember, it’s about strategy. A social media plan doesn’t begin with uploading a photo of your logo. It’s not even about posting; because, again, it’s about strategy.
We were getting the base ready for the awareness phase, for this you need to consider this: Who is your audience? What platforms do they use? How can your content resonate with them?
With these answers, you can start developing a strategy that makes an impact on social networks. And remember, likes and followers are nice, but they don’t pay the bills. You need to implement actions that translate online engagement into real-world revenue.
Let’s move on to another fundamental truth you need to consider from the start of your business project:
2. MARKETING MUST START BEFORE YOU HAVE A PRODUCT/SERVICE
Effective marketing starts before you even have a product or service. It’s about being proactive, not reactive. If you’re waiting for sales to drop or your reputation to suffer before you think about marketing, you’re already living in the past.
I get it, your business might be small, and expenses are relentless. Marketing might seem like a luxury, but it’s not about having a million-dollar budget.
Before you launch your business, you might want to think about your market, know exactly what you want to sell and to whom. The same advice applies: Get to know your potential customers as well as your own pockets.
It’s about laying the groundwork for success from the very beginning.
Collaborating with a knowledgeable agency or a skilled freelancer can make a huge difference. They can help you navigate the complexities, saving you from headaches, unnecessary expenses, and the effort of trying to sell something that even your grandmother wouldn’t buy.
In marketing, we’re magical, but we don’t perform magic; not everything sells on its own.
Marketing is more than just selling. It’s about guiding your customers through a journey where they get to know your brand, make a purchase, enjoy what you offer, and then remember and talk about it with their friends. It’s a cycle that encourages them to buy again and keep spreading the word about your business.
Moving on to another vital revelation. Dismantling the myths you might mistake for success formulas.
3. INVESTING IN PAID ADVERTISING DOESN’T AUTOMATICALLY BOOST SALES
Our third truth tackles a common fallacy:
Paid advertising isn’t a cure-all for your sales woes.
I got a huge reminder of this with a client. Eight years ago, a friend referred me to a library owner, let’s call him Bob (though his name is Alex). Bob worried about his dropping sales.
So, I put on my detective hat, asked him about his buyer personas, key products, and other typical briefing questions. Then, I did some snooping around his competitors and his business account, and well — I proposed maintaining a regular posting schedule, upgrading the visuals, and promoting some key products with Meta Ads.
I suggested other services like setting up an e-commerce platform and collecting emails from clients, but due to budget constraints, we decided to focus on the ads with the goal of boosting sales.
Long story short, it turns out we were barking up the wrong tree. Bob’s library wasn’t just a place to grab a book. It was a sanctuary for parents. It was the place where they found all the things their kids needed for school crafts. We focused our ads on the wrong target, thus sending the wrong message.
Sure, we got eyeballs on the page, but conversions? Nada.
So, what’s the moral of the story? Sometimes the solution is to dig deeper into your main points and, as always, get to really know your audience, even more than what you think is your buyer.
Don’t fall into the trap of thinking that simply boosting an Instagram post will solve these issues. You actually want to avoid throwing money and hoping for a miracle.
A drop in sales requires a strategic approach, sometimes more commercial than communicational. You need to understand your target audience, the phase your business is in, and then create compelling messages and visuals, choose the right platforms to reach that audience, and allocate a budget with the right amount of information. (It was a note to self, too).
Don’t be the person who buys a Ferrari and forgets to put in the fuel.
Let’s drive into our fourth truth, and it’s quite a revelation:
4. EVERY INTERACTION WITH YOUR CUSTOMER IS MARKETING
Every interaction with your customers is a golden ticket to marketing magic.
This includes everything from your website content to your social media responses, and even the likes you give.
Each interaction forms part of the grand brand bonanza in your customers’ minds. But beware, it can swing either way — leading to an epic win or an epic fail.
Steve Jobs was a master at creating memorable customer experiences. He knew that the devil is in the details, and friends, did he pay attention to them.
One time, after hitting the gym, I had a bit of time before meeting a friend. So, I thought, why not grab a coffee at this charming place I’d been curious about, “Lúpulos”? I was all set for a frappé, but to my surprise, it turned out to be a haven for beer enthusiasts! Sure, they had a barista, but the real stars were the Spanish beers and French croissants. Who would have guessed?
The person who greeted me was Simon, the owner’s son. He immediately recognized I was new and proceeded to share their philosophy with me. Since it was a quiet moment and the place wasn’t crowded, I thought he was taking the time to tell me the entire story of the place. It wasn’t just idle chit-chat; it was storytelling at its finest.
I confessed that I am a marketing consultant, and as he had worked in the field in the past, the conversation deepened. He shared that engaging with customers in this manner is a core business practice they implement with every visitor. It didn’t make me feel any less special, even though it’s their standard modus operandi.
They focus on growing their team, both professionally and personally. Every staff member is a mini-ambassador, sharing the Lúpulos story with every visitor.
And it’s not just talk. My second visit confirmed it — these guys are the real deal. Simon wasn’t there, but Marco engaged me in an equally interesting conversation.
Now, I’m a fan — not just on their top-tier brews but on their stellar service. It’s a masterclass in customer engagement.
So, what’s the takeaway? It’s simple: Every interaction is an opportunity to dazzle your customers. You don’t need to be glued to your business 24/7, but you do need to cover all bases to keep your customers happy.
And yes, I shared an in-person experience because this big truth isn’t limited to the digital world. It’s a universal truth.
But, back to the digital side of things. Watch out for slow responses on social media. Ditch the boring generic messages. And for the love of nature, make your website more exciting than a stale Word document.
And don’t forget to greet your visitors — it’s the little things that make a big difference.
(I ended up being late to meet my friend, but it was worth it)
5. POST-SALE MARKETING IS AS ESSENTIAL AS PRE-SALE MARKETING
Let’s talk about a trap many entrepreneurs fall into: being all about the sale. You’ve made the sale, high-fives all around, but hold up — what’s next? Do you just wait for those customers to come back begging for more, or worse, to complain and demand refunds?
You’ve probably heard this a gazillion times: getting a new customer costs 5–6 times more than keeping the existing one. It’s like the chorus of a song that’s been on repeat forever. But why do so few businesses put in the effort to keep their customers?
You don’t need to be a rocket scientist or have a bank account bursting at the seams to show your customers some love.
Whether your team is tiny or your budget is tighter than skinny jeans, it’s all about the care you show after the sale.
Be that friend who checks in, not the one who disappears. Ask your customers how they’re doing, and don’t just sit around waiting for those dreaded one-star reviews. This simple move can prevent issues you didn’t even know existed.
And hey, if you’re swimming in cash, you’ve got no excuses. Pour some of that into retention marketing. It’s like feeding a plant — necessary for growth.
Remember our friends at Lúpulos? They’re not just selling beer; they’re building relationships. Every conversation, every shared story, is a lesson in making customers feel part of something special. That’s a top-notch retention strategy.
A study by Bain & Company reveals their theory that increasing customer retention rates by just 5% can increase profits by 25% to 95%.
The bottom line? The bigger the sale, the more your customers need to feel they’ve hit the jackpot with their choice. Your job is to reassure them that they didn’t just choose something good; they chose the best.
And with this, we move on to the last bit of wisdom I want to leave you with. It’s not just a tip; it’s a fundamental truth in the world of making business.
6. THE LOGO IS NOT THE BRAND
Let’s talk about something super important: your logo. Yes, it’s a big deal, but think of it as just one slice of your branding pizza.
In this AI era, lots of tools can spit out a logo for you. But the real meat and potatoes of branding? That requires a whole different approach.
I’m not here to lecture you on Branding 101. But, let’s be real. Crafting your business’s philosophy can only generate good outcomes.
Let’s break it down: Shapes, fonts, illustrations, photos, 3D elements, iconography — these aren’t just visual elements; they’re storytellers of your brand.
And colors? They’re not just pretty — they’re emotional triggers, setting the mood and tone of your brand’s story.
But here’s the kicker: Branding isn’t just about looking good. It’s about creating a strong brand. This involves defining your business’s goals and values, researching your target audience, analyzing competitors, and integrating the brand into every aspect of the business.
It’s about resonating with your audience on a deeper level. It’s about building trust, creating a sense of belonging, and turning customers into loyal fans.
And here’s a golden nugget of advice: Don’t skimp on investing in pros to define your brand identity. It’s like hiring a top chef for your restaurant — totally worth it.
But hey, it’s not all about slapping a pretty graphic on your business card. It’s about weaving a visual story that echoes the very soul of what your brand is and dreams to be. It’s about creating a vibe that resonates with your audience, making them feel like they’ve finally found their tribe.
So, go deep into those visual elements. Play around with them. Experiment. Be bold. Be subtle. Be whatever your brand needs to be to tell its unique story. And when you hit that sweet spot, where your visual identity aligns perfectly with your brand’s essence, that’s when the magic happens.
That’s when your brand stops being just another name in the market and becomes a living, breathing entity that people can connect with, love, and remember.
As Philip Kotler, the father of modern marketing, said,
“The art of marketing is the art of brand building.”
It’s not just about standing out; it’s about being unforgettable.
In conclusion, dear business owners, mastering the art of marketing doesn’t require you to be a guru. The key lies in adopting a strategic mindset. Your customers are the stars of the show, and every decision orbits around their needs and preferences.
Remember, marketing transcends being merely a post — it’s the actions that communicate and take you to celebrate your business’s success story.
As you navigate the waters of your marketing journey, let these truths be your North Star. They’ll illuminate the path to making savvy decisions and sidestepping the all-too-common traps that catch businesses.
Every move you make in promoting your business should be steeped in a deep understanding of and respect for your customers. Every strategy you implement should do the same.
If you’ve got questions that are keeping you up at night, I’m just a message away. Let’s connect on LinkedIn! Don’t be a stranger.
