Whether it’s an opportunity to expand into another geographical market, add a division that serves new clientele, or the implementation of marketing strategies designed to increase sales, some businesses fail to make progress due to a lack of leadership.
Have you ever heard of “Death by Committee?”
Imagine a group of people sitting around a conference table trying to create a logo for their business.
A couple of folks like the color blue, another guy likes ovals, and a few think that some sort of animal should be included, like a mascot.
Of course, the problem is the people who agree on the color blue like different shades of blue.
The oval guy has gone deep and is now honed in on overlapping and three dimensional ovals.
And the animal folks are still trying to hammer out whether marsupials, reptiles or birds work best for their target market.
Six months later they’re still at it…and nothing gets done.
Because, like it or not, each member of the committee is not operating in the company’s best interest.
They’re motivated by their own interests.
Some want to be acknowledged for their input, regardless of the result.
Others want admiration and to be viewed as pivotal in their role as a team leader.
And still others want to impress the boss or the other folks at the table, regardless of if the result moves the company in the right direction.
If this is any indication of how the rest of the decisions are made in your business, with regard to marketing, employee retention, or operationally…
Well…the hard truth is the business has no leadership.
In essence, it’s being managed by consensus.
Think of it this way, when everyone is responsible, no one is.
That’s not to say that you shouldn’t consider the input of your team leaders.
However, when it gets to the point that you’re seeking their approval, you’re no longer leading.
To be effective, you need to gather the information available at the time and make a decision.
And if you mess up, own it and move on.
But that’s where a lot of people drop the ball.
And it’s likely the reason why some business owners choose to manage by consensus.
Because doing so allows them to share the responsibility when things go wrong.
My suggestion / blatant sales pitch?
Rather than relying on the input of employees…who obviously have their own agendas and can pick up and move on if things go south, consider working with a professional who understands your needs.
Marketing for your towing business should never be trusted to an employee, regardless of how much time-in you have with them.
I’ve seen decade-long right-hand-men and women, up and leave without a word of warning. Of course, you should treat them well, but also look out for your business.
Nor should you place your trust in agencies with experience outside of the industry. They’ll have you running ads on YouTube, in Gmail, and websites that do nothing to further your business and get your phone ringing.
Rather I suggest that you work with a marketing company with a proven track record of success in one industry. Towing.
When it comes to ads, we’re continually adjusting our keywords to get optimum performance.
Not only do the companies we work with show up when people are looking for towing. We also ensure they’re ads don’t show when people AREN’T looking for towing.
Seems like a no-brainer, but you’d be surprised at how much waste there is with most marketing companies.
Our accounts benefit from one another because we’re doing the same thing that works in other accounts – negative keywords are quickly identified and added across all towing campaigns, not just one.
So, whether you need Google Ads Management or SEO, schedule an appointment with me to get you on the track to success.
Don Archer
P.O. Box 104432
Jefferson City, MO 65110
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