Because most of us would like to have an endless supply of customers, but are dealing with very limited budgets and resources, there are always compromises and difficult situations that we have to navigate through. That’s especially true for the owners and executives of startup companies, who might be working on especially tight margins while they get a business up and running.
One “Catch-22” that often trips up new businesses is the desire to create a strong sense of brand and market identity while simultaneously emphasizing short-term sales and marketing goals.
That balancing act can be harder than it sounds, as establishing a brand is usually a longer-term goal, one that never really becomes important if your business goes into the red for a lack of sales. The answer? To make sure that the marketing you put out is designed to increase business right away, but that your tone and messaging are always consistent.
Too many businesses, both new and established, waste time and money trying to entertain the public when they should be more focused on creating real-world bottom-line results. That’s a mistake few companies can afford, but especially those that are just trying to get their operations – and their sales pipelines – moving in the right direction.