Phwooaaarr what is that smell? Oh, I know! It is the stench of desperation around a lot of Small Business marketing.
Businesses that don’t have a stable, consistent and well thought out marketing strategy often fall into the trap of desperation marketing. It is highly reactive and often based on a lack of “kerching” at the cash register. We have all experienced it; your inbox fills up with special offers and enticements to spend our cash and to spend it today. I personally love businesses throwing me sweet deals on a regular basis but my business brain says… “This is bad, very bad.”
Want to avoid being stinky? Plan ahead! Understand your marketing goals, plan timelines (based around seasonal shifts) and know your conversion rates in regards to your advertising. Invest time in planning to avoid having to throw out quick tricks or lures to win business. If you keep throwing them out there it will only be a matter of time until your customer base no longer wants to purchase anything you offer without some type of enticement. This is not good for your business and is definitely not good for your bottom line.
Want to read my thoughts on why you shouldn’t discount? Click here