Why Relying on Organic Growth and not Prioritizing Marketing Is Hurting Your Small Business – 

I am always amazed by how many restaurateurs, small business owners, and solo entrepreneurs have told me things like:

  • “We don’t do marketing.”
  • “We don’t have a website and don’t need one.”
  • “We don’t need professional photos; we do it ourselves.”
  • “We’re too small for professional photos.”
  • “We rely only on word of mouth.”
  • “We want to grow organically.”

Whether you’re struggling to find customers or have a steady stream of clients, it might be time to rethink your strategy if you want to become profitable, grow your business, or simply survive.

Marketing is Essential, Not a Scam

Marketing isn’t just a one-time effort; it’s an ongoing process with cumulative effects. It’s not just me, a marketer, telling you this for my benefit. If any of the above statements resonate with you and you aim to be successful—whether that means achieving a high profit margin, opening multiple locations, or hitting six or seven figures in revenue—you need to understand that these are limiting beliefs that will prevent your business from reaching its full potential.

Yes, there are countless blogs, experts, and gurus who insist on the importance of marketing. Sometimes, it can feel like a scam, especially if you’ve tried a marketing tactic that didn’t yield results. However, what if marketing is a skill you can learn, improve upon, and eventually master?

The Myth of “Organic Growth”

Many business owners talk about wanting to grow “organically.” But what does that really mean? Does it mean growing without making yourself known to potential customers? Does it mean not investing in any form of advertising? If so, why do you believe this is the right path?

According to Wikipedia, “Organic growth is the process of business expansion by increased output, customer base expansion, or new product development, as opposed to mergers and acquisitions.” It’s about doing more work, not avoiding marketing. Effective marketing is crucial for expanding your customer base and output.

Relying solely on word of mouth in today’s competitive market is unlikely to yield the success you desire in a timely fashion. Here’s why:

Why Your Business Needs More than “Word of Mouth”

  1. Saturated Markets: Almost every market is already saturated with competitors.
  2. Human Nature: People are more likely to share negative experiences than positive ones, so positive word of mouth alone is not enough.

The Benefits of Marketing

1. Defensive Strategy: Beating Competition

Even if you currently have enough customers, competition will eventually impact you. Marketing helps establish a strong brand and culture, which will defend your market position and attract customers even when new competitors arise.

2. Increasing Customer Base: Attracting New Customers

Strategic marketing exposes your business to a wider audience, attracting new customers over time. Effective marketing campaigns build recognition and interest, leading to customer acquisition.

3. Increasing Loyalty: Repeat Business

Marketing can turn one-time customers into repeat customers. Loyalty programs, email campaigns, and promotions encourage repeat business and customer retention.

4. Brand Recognition: Being Top of Mind

Consistent marketing ensures that your brand is top of mind when customers need your product or service. This proactive approach leads to better customer recall and preference.

5. Establishing Market Position: Claiming a Stake

Effective marketing establishes your position in the market, distinguishing you from amateurs. It helps you claim a portion of the market and be recognized as a professional in your industry.

Bringing It All Together

Marketing may seem overwhelming, especially for small businesses or those struggling to keep up. However, strategic thinking can help you apply these concepts on a smaller scale, maximizing your efforts and budget.

Start with your business goals and a deep understanding of your vision and brand. Identify your ideal customers, attract their attention, engage them, and convert them into loyal customers. Take it one step at a time, and remember, it’s an evolution and a journey.

If you’re ready to start but don’t know how, let’s book a Discovery Call and discuss how we can work together to grow your business.

If you know someone who needs to rethink their marketing strategy, please share this blog with them.

Allison Rose Sattin
Chief Marketing Officer

Pin It on Pinterest