7 Familiar Marketing Hurdles for SMEs
1. The Hurdle: Trying to Sell to Everyone
There’s a real fear that by “niching down,” you’ll miss out on business. But the result is a vague message that appeals to no one and usually forces you to compete on price.
- The Shift: Get specific. An “engineering firm for the food & beverage sector” will always beat a “general-purpose engineering firm” for that client. Specialisation doesn’t just attract more clients; it attracts better clients who are looking for your specific expertise.
2. The Hurdle: Selling What You Do, Not Why It Matters
Your website is full of what you do (e.g., “We offer precision CNC machining”). Your clients only care about what that means for them (e.g., “We deliver components that reduce your downtime by 30%”).
- The Shift: Read through your website. For every “feature” you list, try adding “so that…” or “which means…” to translate it into a tangible, commercial outcome for your client.
3. The Hurdle: The "Stop-Start" Marketing Trap
You get busy with operations, and marketing is the first thing to be dropped. You post on LinkedIn for a week, then vanish for two months. This breaks all momentum and can even signal unreliability.
- The Shift: Consistency beats intensity, every time. It is so much better to do one meaningful thing every single week (like one practical post and 10 targeted connection requests) than to try and do 20 things once a quarter. Build a simple rhythm you can actually stick to.
4. The Hurdle: No Clear "Next Step"
Your website, your posts, and your emails just… end. The visitor is interested, but you haven’t told them what to do next. They won’t hunt for a “contact” link; they’ll just click away.
- The Shift: Every single piece of content you produce should have one clear Call to Action (CTA). Not three. One. (e.g., “Book a free call,” “Download the checklist,” “Read our case study”).
5. The Hurdle: The "Online Brochure" Website
Your website was built in 2018, and it’s just an online version of your paper brochure. It lists services but does nothing to answer client questions, build trust, or capture leads.
- The Shift: Your website should be your hardest-working salesperson. It needs to speak directly to your ideal client’s problems, prove you can solve them (with testimonials and case studies), and make it incredibly easy to start a conversation.
6. The Hurdle: Letting Good Leads Go Cold
You get an enquiry from your website or a business card at a trade show. It sits in your inbox for a week. By the time you reply, the urgency has faded, or worse, they’ve found a competitor.
- The Shift: “Pipeline” is just a fancy word for a list. All you need is a simple CRM (or even a spreadsheet) with three columns: Contact Name, Last Action, and Next Action Date. A “good” lead followed up well is always better than a “great” lead that’s ignored.
7. The Hurdle: Fearing You'll "Give Away the Farm"
You’re hesitant to share your knowledge in articles or posts, worrying that clients will just “do it themselves.”
- The Shift: Trust me, they won’t. By sharing your expertise, you aren’t giving away the service; you’re proving you’re the expert they should hire to do it right. Practical insights build trust.
Does any of this sound familiar?
If you found yourself nodding along, you’re not alone. The good news is that these are all solvable with a practical plan. If you’re ready to build a simple, joined-up system that generates real commercial results, let’s talk.
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7 Familiar Marketing Hurdles for SMEs
1. The Hurdle: Trying to Sell to Everyone There’s a real fear that by “niching down,” you’ll miss out on business. But the result is a vague message that appeals to no one and usually forces you to compete on price. The Shift: Get specific. An “engineering firm for the food & beverage sector” will […]
