© 2024 Emmanuel Smart, CMC^®

The importance of consistent marketing is not fully understood by many businesses. For many businesses, marketing only happens when they need new customers or have a new offer. Many business leaders and entrepreneurs believe marketing is too expensive and it’s something they can do without, especially when they don’t have a new product or service. Also, many business owners don’t see any reason to market to old customers that already patronize them. However, these beliefs can be costly, and any business that constantly refuses to project their business to old and new customers consistently will eventually be swallowed by a new entrant or an old entrant. Here are some reasons why businesses should focus on consistent and effective marketing of their business.

Your Competitors Are Marketing

Whether you market your products or services or you don’t, your competitors will market theirs, and your current customers and potential customers will be targeted. There’s nothing you can do about it. This is the reality of business. Common sense says it’s unwise to allow your current and potential customers to be constantly targeted by your competitors while they aren’t hearing about your own business. Over time, all they will think about when they have a need is your competitor’s solution to their need, not yours.

Your Indirect Competitors Are Marketing

Your direct competitor as a chef is a fellow chef, but there are tons of indirect competitors. These offer products or services your customer can spend their money on instead of engaging your service. Your customer doesn’t have an infinite money glitch. With limited resources, there’s only so much your customer can spend money on. Therefore, it’s important to note that out of sight is out of mind. There are tons of amazing options for what your customers can spend their money on, and it’s a bit naive to think they will remember to keep money aside and patronize you when they aren’t reminded.

Good Marketing Can Make Your Inferior Competitors Look Great

Even when you have a better product or value proposition, a well-curated marketing campaign can make your inferior competitor look like the best thing since Nigerian Jollof Rice. A lot of effort is being put in by your competitors to trick your customers into thinking they are better than you, and it’s easy for you to assume customers are smart enough to figure the manipulation out, but that’s not the right move. The right move is to constantly let your customers (old and potential) know the value you provide and, in some cases, counter false claims of competitors. A competitor may claim that they have a certification that isn’t real or have the lowest price in the market. Even if it’s a blatant lie, unsuspecting customers can believe it and abandon you and follow the clever competitor.

Customers Love to be Courted

Many customers won’t buy unless they are inspired to buy. They love to be courted and approached. They will always patronize the company that courts them to buy. You will miss so much business when you refuse to market because many customers will buy from companies that try to sell to them, not companies that expect to be chosen. This is why many brands you love still market consistently. It’s important to never take customers for granted and always continue to inspire them to buy from you.