As the owner of Witmer Group, a marketing agency with over 15 years of experience, I’ve had countless conversations with small and medium-sized business owners. Recently, a call with a prospect perfectly encapsulated some of the top marketing challenges I see businesses facing today.
1. The “No Dedicated Marketing Person” Dilemma
One of the most common issues, and something highlighted, is the lack of dedicated marketing or social media personnel. Many businesses are trying to do it all themselves, often relying on AI to generate content and attempting to emulate successful companies. While AI can be a powerful tool, it’s not a substitute for strategic oversight and human expertise. This leads to inconsistent branding and a struggle to maintain a professional image, even when there’s a clear understanding of the need for growth and an allocated budget.
2. The Need for Human-Centric Content in an AI Era
In a world increasingly saturated with AI-generated content, the challenge is to stand out. The fact that companies have an interest in video content featuring key team members resonated deeply with me. Humanizing a tech-focused brand is crucial. It’s not just about creating content; it’s about creating authentic content that connects with your audience. This often requires a small time commitment from key team members for interviews, which can then be repurposed across various channels. The goal is to move beyond generic content and offer something genuinely valuable and relatable.
3. Navigating the Platform Maze: Focus and Repurposing
With so many platforms available, it’s easy for businesses to feel overwhelmed and spread too thin. Many B2B businesses focus on LinkedIn and potentially podcasts, while deciding against platforms like TikTok or Instagram, is a smart approach. It reinforces the idea that you don’t have to be everywhere; you need to be where your audience is. The key is to maximize your efforts by repurposing content efficiently. A single video interview, for instance, can generate Q&A clips for social media, blog posts, LinkedIn newsletters, and sales emails. This strategic reuse ensures consistent messaging and a broader reach without excessive resource drain.
4. Sales Enablement: An Untapped Opportunity
Often, marketing and sales operate in silos. However, there’s a huge opportunity to align these functions by using video content to address common prospect questions. Collaborating with the sales team to identify relevant topics and questions means that the content created can directly support their follow-up communications, making the sales process smoother and more effective. This proactive approach helps nurture leads and provides valuable resources that can move prospects further down the funnel.
5. Budgeting and Scalability: Finding the Right Fit
Many small and medium businesses have an allocated budget for growth but need flexible and scalable options. A recent discussion about customizable video package offerings—from full video production to Q&A clip creation and content distribution—highlights the importance of tailoring solutions to individual client needs and involvement levels. It’s about finding a partnership that provides comprehensive support, whether that’s handling posting, optimizing descriptions, or even assisting with design needs on an hourly basis.
In summary, for small and medium business owners, overcoming marketing challenges means embracing strategic focus, prioritizing human-centric content, efficiently repurposing assets, aligning marketing with sales, and finding scalable solutions that fit their unique needs. It’s about building a robust and adaptable marketing strategy that drives sustainable growth.
Ready to ease the workload? Contact us for a free consultation to see where we can help with your marketing challenges and get your campaigns optimized.