Whether you are in a marketing role, sales position or the owner of a business, you would have noticed your 'advertising' isn't working as well as it was about a year or two ago yet you are two overloaded to change things.

Try not to panic as this is perfectly common. The internet has shifted marketing dynamics and you may be making one, some or all three of these common errors we identified in a recent market study:

1. Advertising

2. Telling

3. Boasting

Advertising

Yes, advertising. It sounds surprising, but a considerable number of companies in our study - particularly in the B2B sector - showed a natural tendency to source their own needs through the web yet spent considerable dollars in old-style hard copy advertising in the chase for new clients. Maybe it's just habit?

Telling

Because advertising had been such an institution in our business environment, it conditioned us to shout it long, shout it hard and shout it often because eventually the market will hear what we want to tell it. Only now, thanks to the power given to them by Google, about 70% of new clients will already have decided to buy from you or partner with your company even before you hear from them! So how do you handle this? Just ask potentials what they need and nurture them into clients.

Boasting

The last 20 years had seen an explosion in email marketing, PR, digital marketing and the rather productive approach in boasting to the masses over your company's achievements and capabilities. This still works well, but once again the new dynamics of online marketing have dropped a lot of control into the hands of your potential new client. So rather than boasting, think about shifting your approach to one in which you are informing and engaging. After all, your new leads are more likely to decide to come to you rather than the other way around, so be a thought leader and make them feel at ease choosing your company.

Remember, your company is one of a kind so don't be afraid to share your professional thoughts and give market potentials all the confidence they need to come to you.