What marketing doesn’t do is an article that discusses some things not to expect when hiring a team. There are many wonderful things that marketing brings to the table for your business. Without a doubt! Potential new customers. An identifiable brand. Increased potential business. Or, simply just presenting your company as a creative reliable source. Just to name a few.
However, there are also things that are occasionally expected that are not responsibilities of a marketing team. On occasion, a business owner may believe that marketing will solve all of their problems. This may not be the case. We have turned down several contracts over the years due to this inaccurate belief. Let’s get to it.
Marketing MAY be able to assist in some public relations issues. It is not the entire fix though.
A few moons ago we met with a general contractor that believed he needed marketing help. We sat down and discussed their business thoroughly. One of the things he said was, ” I can get all the business we need. I just can’t get my guys to show up on time or stay and finish the job quickly.” “Customers get mad at that.” All of a sudden, things became clearer!
As I have noted, we talked pretty thoroughly about his business for about an hour up to this point. We chatted about the direction of their website, social media, and a few other aspects of promotion. We were there to help narrow down the problem, after all. The main issue was his crews that were on the jobs. They felt that good marketing could quell the negativity they were receiving. While that could help, it’s not the total fix.
At this point we discussed resolving the issues with the crews first. He was ready to pay us whatever in the belief this would help. Not how we operate. We certainly didn’t want to take on an impossible task of building a plan that would inevitably fall flat. In short, please don’t expect that marketing alone will solve an issue such as this.
Want eyes on your business? Good solid marketing. Looking to increase leads and calls? Ok, same thing. Trying to show the world who your company is? Yep, you guessed the answer.
Need to close that sales deal? Uh, not what marketing does. That is the job of a sales team. Creative and informative promotional marketing will put you on the fish. Now, it’s time for sales to bait the hook and reel them in. Analogous to the PR issues above, not part of the advertising or marketing job. A good way to improve sales and the content messaging is to get both teams together to come up with new ideas.
A Few Other Things
Below are a few other things that should not be expected. Or, at least these should be discussed right out of the gate.
- Business management (making decisions on sales, hiring/firing, and more)
- Guaranteed new sales (this depends on the effectiveness of the sales team)
- Answering calls or messages. At times a general response can be included in a plan or contract. However, (at least in our case) we refer interested customers to the business owner or manager directly. A marketing team may not have the answers to very specific industry related questions or concerns.
In conclusion, we’ll (marketers in general) always do the absolute best we can to ensure your marketing is effective and creative. We always want the company we are working for to thrive even in a down economy. However, there are certain things that may require alternate assistance. If your company is looking to meet new customers, get new eyeballs on your product or service, or just needs brand identifiability drop us a line anytime here: https://77designco.com/contact-us-2/
Analyze. Create. Achieve.