by Georgie Gallagher
Every business, no matter what size, comes across a number of key challenges as it grows. And one of them is marketing.
Usually what we find is that marketing falls into one of three camps.
1. The 'No Direction' Marketer - As a business, you’re trying a bit of this and a bit of that but you really don’t have a cohesive focus on marketing. As senior management, you’re too busy running the business to worry about it – but you know you should. Invariably you've got lots of tactics on the go but you don't know if any of it is working for you.
2. The Default Marketer – This is where marketing is being done by default and the responsibility has fallen with someone who also has other priorities. The business is going quite well, things are happening but there is no real strategy in place. And you know it's not being given the attention it deserves.
3. The Not Quite Trusted Marketing Team - This is where a business has a full marketing team in place with clear goals etc. But as a business owner, you know the world of marketing has changed, a lot. You want to know that your business is on top of this and your marketers are really up to speed. How do you know that they are doing best practice marketing? what key metrics are you following to know your business is on top of things?
The one common underlying element for all three types of businesses is that for many, marketing is a necessary evil. It’s sucking time, money and you’re not even sure if you’re getting the right results. It's that nagging monkey on your back.
How to get in control of your marketing
The solution is simple. A robust, measurable marketing strategy becomes your best friend.
The aim should be for you to have the following.
- A coordinated approach to all your offline and digital marketing activities that harness the power of the internet for your business.
- A marketing system that is working every day of the year to build your business.
- Measurable data about what’s working and what’s not - about the figures you care about.
This would feel great, right? If you and your team are prepared to put in some elbow grease, you really can achieve this for your company.
Strategy before tactics
Developing a cohesive marketing strategy takes time and energy. Combine that with a concerted effort and you have a winning marketing formula.
So where do you begin.
- You need to really understand what your vision or your core purpose for your business is. What is your reason for being? What are you core values?
- You need to really understand who your ideal clients are. What do they want? What do they value? Where do you find them?
- You need to know what your core messages will be for these clients? What's going to make them buy from you over someone else? Why do they need your products or services in the first place?
Knowing these core areas about your business or organisation will then help you determine how your products and services can be offered , and how your marketing can support your clients every step of the way.
This important first step is very powerful in aligning everyone in your business - and getting that Marketing Monkey off your back.
If you'd like to get a further idea for developing your strategy, download our 7 steps to small business marketing - don't be fooled by the title - it's relevant for any sized business. Download it here.
Georgie Gallagher is the founder of Wildmoon, a specialist marketing agency for manufacturing and B2B businesses based in Perth and Western Australia. Wildmoon helps with brand development, marketing strategy, marketing communications and strategic digital marketing.