The Tortoise and the Hare: Why Steady Marketing Wins the Race for Small Businesses

In the classic fable, the tortoise wins the race not because he's faster, but because he's disciplined. Small business marketing is much the same. It's not about flashy campaigns or overnight success but about consistent effort and a clear understanding of your customer's journey. Just like the tortoise, you need to take small, deliberate steps to reach your larger goals.

Why Small Businesses Fail

The Hare's Approach

Many small businesses fall into the "hare" trap.

They Lack a Clear Plan

They jump into marketing without a defined strategy or target audience. It's like the hare dashing off without knowing where he's going.

Chase Shiny Objects

They get distracted by the latest marketing trends instead of focusing on proven tactics that work for their business.

Expect Instant Results

Marketing is a marathon, not a sprint. Expecting immediate returns leads to disappointment and abandoning strategies prematurely.

Forget the Customer

Their messaging is all about themselves, not how they solve the customer's problems. Remember, the customer is the hero of their own story, not your brand.

Why Small Businesses Succeed

The Tortoise's Strategy

Successful small businesses understand the power of consistent action and customer-centricity:

Define their Brand Story

They clarify their message Who is the hero (customer)? What problem do they face? How does your business help them overcome it? What's the call to action?

Focus on a Target Audience

They know exactly who they're trying to reach and tailor their marketing accordingly.

Prioritize Value-Driven Content

They consistently create valuable content that educates, entertains, or informs their audience.

Build Relationships

They engage with their audience on social media, respond to comments, and foster a sense of community.

Track and Analyze

They monitor their results, learn from their mistakes, and adjust their strategy as needed.

Small Steps, Big Rewards

Here's how to apply the "tortoise strategy" to your marketing:

Start with a simple website

Make it easy for customers to find you and understand your offer.

Build an email list

Collect email addresses and nurture leads with valuable content.

Engage on social media

Choose one or two platforms and post consistently.

Run targeted ads

Start small and refine your campaigns based on performance.

Ask for reviews

Encourage satisfied customers to share their experiences.

The Bottom Line

Marketing success for small businesses hinges on disciplined, customer-focused action. By taking small, consistent steps and always putting the customer first, you can achieve your marketing goals and win the race. Over the past 30 years, we have seen almost every strategy at GroupM7. People still buy from people - if you need help taking the first step, call us at 903.595.3240 or contact us here. We love seeing you win the day!