Guest: Rob Murray
Marketing is essential to business success, but many entrepreneurs fall into common traps that hinder growth and customer engagement. In a recent conversation with Rob Murray, a marketing veteran with over 17 years of experience, he outlined five critical marketing mistakes entrepreneurs make and how to avoid them. His insights, drawing from years of honing strategy and execution, are designed to guide businesses toward measurable success.
Mistake #1: Talking to the Wrong Part of the Brain
According to Rob Murray, many entrepreneurs communicate with their audience in ways that don't drive decisions. "The neurocortex is not responsible for decision making," Rob explains. "The limbic brain is responsible for emotions and decisions." Entrepreneurs often focus on showcasing what their business does, but this approach doesn't connect emotionally with potential customers. Rob emphasizes the importance of storytelling that resonates with the customer's feelings and beliefs, tying this into Simon Sinek's golden circle approach. By addressing the emotional side, businesses can more effectively engage customers and inspire loyalty.
Mistake #2: Focusing Solely on New Business for Growth
Many businesses believe that growth is directly tied to acquiring new customers, but Rob points out a deeper flaw in this thinking: they overlook the entire revenue model. "Every single business runs on a revenue model with seven key variables," he says. "New business is just one of them." Businesses should also optimize customer retention, sales frequency, and lifetime value. Rob suggests that even a slight improvement—around 10%—in each variable can lead to an 83% increase in revenue. Instead of chasing leads, businesses can improve existing relationships and processes to drive sustainable growth.
Mistake #3: Making the Business the Hero of the Story
Entrepreneurs often talk about their business too much, forgetting that the true hero of the story is the customer.
As Rob bluntly puts it, "No one actually cares about you as a business owner. They care about solving their problems and accomplishing their goals."
To demonstrate this, he encourages entrepreneurs to craft their messaging around customer pain points and objectives, rather than self-promotion. Businesses should show, not tell, how they can solve customer problems. Case studies and testimonials that highlight customer success stories are far more persuasive than a list of services.
Mistake #4: No Clear Marketing Goal
Too often, marketing efforts lack focus. Rob observes that many companies dive into marketing without a clear business outcome in mind, focusing on impressions or social media posting without understanding the impact.
“It’s about either capturing demand or generating demand,” he clarifies.
Without a specific, measurable goal like cost per lead or customer acquisition cost, businesses are flying blind. Setting clear objectives ensures that every marketing effort is accountable and contributes to the larger business strategy.
Mistake #5: No Industry Benchmarks
Finally, many entrepreneurs fail to benchmark their performance against industry standards. "If you're growing at 10% but the industry is growing at 20%, you're underperforming," Rob warns. Understanding where you stand relative to your competitors allows you to identify areas for improvement and outperform your peers. For example, a well-optimized website should convert at least 3% of visitors into leads, but without measuring this, businesses won’t know whether they’re hitting the mark. Industry benchmarks offer a reality check and a roadmap for progress.
Key Takeaways:
Rob Murray’s insights provide entrepreneurs with practical strategies to overcome common marketing pitfalls. From engaging the right part of the brain to setting clear, measurable goals, these tips are essential for any business looking to improve its marketing efforts.
Speak to emotions: Engage the limbic brain for decision-making.
Optimize the entire revenue model: Don’t focus solely on new business.
Make the customer the hero: Cater to solving their problems, not promoting yourself.
Set clear marketing goals: Focus on outcomes like cost per lead or customer acquisition.
Benchmark against the industry: Measure performance relative to peers for true insight.
If you're looking to enhance your marketing strategy and grow your business sustainably, avoid these common mistakes. For personalized insights, check out Rob Murray’s marketing action plan on his website, or tune into the I Am Landscape Growth Podcast for more valuable advice on service and construction businesses. Whether you're in landscaping or law, these tips can help you boost revenue and retain customers effectively.
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