3 Unpopular Opinions For Marketing A Small Business

I’ve been shaking things up lately with some unpopular marketing opinions, but I believe they are crucial for small business owners to consider. These insights might go against the grain, but trust me, they're essential for building a solid foundation for your brand and ensuring long-term success. So, let’s dive in!

Unpopular Opinion #1: Don’t Run Ads to Grow Your Business—Yet

I know, I know. Everyone seems to be shouting, "Run Facebook ads! Get a billboard! Sponsor your kid’s soccer team!" But hold up. Here’s the thing: until you've invested time and energy in clarifying your brand messaging, spending money on ads simply doesn’t make sense.

Clarify Your Brand Messaging First

Before you spend a dime on advertising, you need to know exactly who your audience is, what problem you solve for them, and what their life looks like after working with your business. This is your brand messaging, and it’s the foundation of all your marketing efforts. Without this clarity, any ad spend is just money down the drain.

Consider a scenario where you own a small bakery. Instead of rushing to buy ad space, you focus on defining your brand messaging. You identify your audience as busy parents who need quick, healthy breakfast options for their kids. You solve the problem of providing delicious, nutritious baked goods that save time in the morning rush. The result is that parents feel relieved and happy knowing their kids have wholesome breakfasts without the morning hassle.

Ads Can Wait

Once you have your brand messaging clearly outlined, you’ll know exactly where to advertise and how to craft your ads to speak directly to your ideal customers. For instance, our bakery example might choose not to place ads on Facebook but rather focus on local parenting magazines, school newsletters, or on popular parenting blogs where busy parents are looking for solutions. This precision will save you money and yield better results when you do start running ads. So, put the brakes on your ad spend for now and focus on nailing down your brand messaging. It’s the smart way to grow.

Unpopular Opinion #2: Your Logo Does Not Sell Your Services

Yes, a logo is part of your brand, but it’s not the be-all and end-all. Spending a lot of money (or any money) on creating a logo won’t magically bring in customers. Your brand messaging and how you communicate your value are far more critical.

Focus on Brand Messaging

When was the last time you did business with a company solely because you loved their logo? Probably never. When your pipe bursts at 9 pm, you’re not calling a plumber because their logo looks cool. You’re calling them because their brand messaging clearly states they offer 24/7 emergency services and have a reputation for fixing leaks fast.

Take the time you would spend agonizing over a logo and instead focus on crafting messaging that speaks to your customers' needs and pain points. Let’s go back to our bakery example:

- Messaging:  “Our bakery offers wholesome, delicious breakfast options that are ready to go, so you can start your day stress-free.”

- Value Proposition: “Save time in the morning and enjoy peace of mind knowing your family is eating healthy.”

Logos are Secondary

Once you have compelling brand messaging, you can then think about a logo. But remember, it should complement your messaging, not overshadow it. Your logo should be simple, memorable, and reflective of your brand's personality, but it’s your messaging that will truly sell your services.

Unpopular Opinion #3: Social Media is Not a Marketing Plan

I can already hear the gasps. But hear me out! Yes, social media is fantastic for getting in front of new people and generating leads, but it’s not enough on its own. Why? Because social media platforms are rented space. You don’t own them, and you’re at the mercy of their algorithms.

Build What You Own

Instead of relying solely on social media, consider this: when Facebook or Instagram goes down (and it will!) or their algorithms aren’t in your favor, you need to have a direct line to your audience. Think about a fitness coach who primarily uses Instagram to connect with clients. If Instagram changes its algorithm and her posts no longer reach her audience, her business could take a significant hit. But if she has a strong email list and a well-optimized website, she can continue to nurture her audience and generate sales regardless of social media changes.

The Power of Email Marketing

Email marketing, in particular, is a powerhouse. It allows you to sell to new leads and nurture existing contacts. Consider creating a series of automated emails that introduce new subscribers to your brand, share valuable content, and offer special promotions. This not only builds relationships but also drives sales.

Your website should be a central hub where potential clients can learn about your services, read testimonials, and make purchases. Make sure it’s optimized for search engines (SEO) so that people can find you easily.

Bringing It All Together

These three unpopular opinions might go against conventional wisdom, but they are key to building a strong, sustainable business. Let’s recap:

1. Don’t Run Ads Until You’re Ready: Clarify your brand messaging first to ensure your ads are effective.

2. Your Logo Does Not Sell Your Services: Focus on compelling brand messaging that addresses your customers' needs.

3. Social Media is Not a Marketing Plan: Build assets you own, like your website and email list, to maintain control over your marketing.

By shifting your focus to these foundational elements, you’ll set your business up for long-term success.

And hey, remember, it’s crucial to take some time this summer to enjoy the season. Get outdoors and step away from your desk. It's not only inspiring but also necessary for your well-being. Taking breaks can rejuvenate your mind and spark new ideas for your business.

Ready to dive deeper? Check out my free Marketing Checklist, featuring 100 essential tasks that could revolutionize how you promote your business. From social media management to SEO optimization, this checklist is a simple and easy way to make sure you are doing all the right things.

Grab Your Free Marketing Checklist Here

Here’s to your long-term success!