MARKETING
10 myths about business marketing What you need to know to help take your business to new heights of success
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hen it comes to marketing a small business, there are some truths that we hold dear. We understand the importance of return on investment (ROI) because budgets are tight, we know that effective marketing can make or break a business, and we’re aware that it’s often the owner or founder who handles marketing responsibilities. However, amidst these harsh truths, there are also numerous myths that hinder small businesses from taking control of their marketing and steering it towards success. As someone who has supported small and medium-sized businesses in marketing for the past eight years, I’ve identified these myths and I’m here to debunk them. 42 INCLEAN NEW ZEALAND November 2023
Myth 1: Marketing is constantly changing and it is hard to keep up This is a common misconception. While marketing technology may evolve (e.g., changes in social media platforms), it doesn’t change as rapidly as you might think. Underneath all the technology, there are simple marketing techniques that remain consistent, rooted in the timeless behaviours of the humans we aim to engage with. By focusing on the core principles of understanding your target audience, creating compelling messaging, and delivering value, you can build a strong foundation for your marketing efforts.
Myth 2: There is a secret trick to marketing I wish. Unfortunately, there’s no magic trick that guarantees marketing success.
Behind every successful business and marketing campaign lies a trail of experiments, tests, and failed attempts. It’s about embracing best practices and learning from the experiences of others. Instead of searching for a secret formula, focus on understanding your unique value proposition, identifying your target market, and delivering your message consistently across different channels.
Myth 3: I need to get a formal education to be good at it While some education may be helpful, formal learning doesn’t guarantee success over anyone else. Marketing is a dynamic field where practical experience and adaptability are often more valuable. Embrace learning from any available source, including testing and experimenting