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Buying A Business? Don’t Make These Marketing Mistakes

May 28, 2022
 | 
Phoenix3

Buying a business in the current economic climate is a challenging process. If you are not careful or patient enough, you will likely make mistakes. Going out on your own and running your own business after a career in the corporate world is enticing. You have to do due diligence, plan, negotiate, and make vital transitions. Here are some mistakes you should try to avoid when buying a business.

Not understanding the prior business engagements

If you rush through the buying process, you might sign contracts or agreements that you do not fully understand. You should use an LLC to buy the business so that you don't get your personal assets entangled. Business ownership requires you to find out what the business owns, borrows, owes, or leases. You also need to find out what debtors the business has, and which customers have yet to honor their payments. It's essential to find out which debtors are likely to end up in claims court for non-payment.

Assuming that you don't need to market the business

This is a common problem for many new business owners who assume that the current flow/traffic of business will continue. The issue is that an existing customer identifies with the previous owner; hence you need a smooth transition or a handover. A new business owner may feel overwhelmed by the idea of marketing their new business; some even avoid marketing the business entirely. However, businesses survive through constant reminders and chasing business prospects and this is critical for growth. The goal would be to advertise when the business is at peak season so that you will have prospects during the low sales period.

Not getting complete access to all website, Google Business, and social media accounts

Modern businesses rely on online marketing to increase traffic and create awareness. A Google My Business (GMB) profile is important since a considerable Google audience will access your profile. The more visible you are, the better for your business. GMB allows you to appear on maps, hence, any local searches will direct customers to your business. GMB also allows customers to leave reviews of your business. Customers' reviews are essential for search rankings and help potential customers make a decision. A company’s website acts as the landing page for GMB, and social media traffic is directed to the website page. Social media pages help a small business reduce advertising costs and reach more customers. It is also a great way of getting reviews and funneling new customers to your webpage or the physical store.

Terminating relationships with previous marketing partners or vendors

The supply chain can become very complicated, and vendor relationships are critical. If you terminate your vendor relationships, you will have to set up new ones, which means you will incur initial additional costs. Setting up new deals is expensive; hence you will be using your money for new deals instead of utilizing it in marketing efforts and customer service. Vendor relationships are long-term efforts that help you save on costs, minimize delays, and receive good quality supplies.

Losing efficiency in your business

If you terminate current business relationships, you lose communication and efficiency. Relationships thrive through communication. As vendors get to know your business, they will be able to offer better services. Order issues and conflict will reduce as you progress in your business and the supplier will learn how to solve problems more efficiently.

Lose built-up trust

As the relationship between you and the vendor develops, you develop trust in each other. You will be able to build your operations to reduce costs and improve efficiency. You can simplify buying and budgeting processes by having the vendor meet your supply demands instead of relying on many suppliers. Moreover, when you build trust, you can also get feedback from your vendors and marketing partners, which will help you streamline your supply chain and marketing activities. All of this will help you improve your customer service.

Losing some valuable insight into the business

If you lose insight into the business, you have lost a very valuable asset in the decision-making process. Insight is a blend of life/work experiences and collected data. It helps you provide improved customer experiences and understand what the customer wants. Moreover, insight will boost revenues by influencing response rates when people buy and encourage reorders. Sometimes this experience will help you outsmart your competition rather than outspending them. With insight, you can also maximize your return on investment (ROI), as you will be able to cut business costs and optimize your business. If you lose insight, you also lose information on how customers respond to your marketing messages and whether customers buy. Additionally, you won't know whether customers leave for a competitor, where new customers are coming from, or what your reach in the market is. Insights are achieved from marketing analytics tools; hence, it's essential to gain them through website analytics, AdWords data, and social media data. A good marketing company can help you do this.

Bottom Line

Buying a new business requires finesse and patience. You need to understand the business model and operations. Moreover, you need to continue relationships with business partners, as they will help you run the business efficiently.

Phoenix3 Marketing crafts strategic and tactical marketing brands that move people, support a positive customer experience and facilitate growth.
76 4th Street North #1314
St. Petersburg, FL 33701
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