As business owners get back to business for 2013, budgets are being prepared, cashflow forecasts are being created, sales targets are being agreed and distributed and marketing often exists as an afterthought.
Marketing is required by every business in 2013. It is required to attract new customers and clients to your business. It is also required to maintain your customers and clients. But most business owners are very poor at marketing. They see it as being all about advertising and flashiness and websites. It includes these things but it is much more than that. Marketing is happening every time your company comes into contact with a customer or potential customer in what you say, how you say it, what is heard and what action ensues.
I’m working with clients right now to create a marketing calendar for the year. from a practical point of view we are establishing they strategies and tactics that they can manage, they they will embrace and carry out week in and week out, that they can measure as well.
Some of our marketing strategies involve working with the team, ensuring that the entire team know that they have an impact on the profitability of the business. In some cases, my marketing time may involve customer service training, it may involve mystery shopping and it may involve challenging peoples behavious and attitudes. This is important.
Why would you spend money on external marketing only to lose the benefit with a team that do not understand what your business is about. Its like pouring water into a holed bucket. And remember this – the person who may need to be trained and educated may be you.
Whats important with all aspects of marketing is that it is done over an extended period of time. There is no point initiating a course of action if it cannot be sustained over 52 weeks. Its about time in the game more than trying to get the timing right.
Very often we see people do a huge burst of marketing for a few weeks and nothing for a few years. That’s not how business works and it certainly is not a profitable way of running a business.
And that why we encourage people to build up their marketing steadily, sharing the responsibilities throughout the team and ensuring that a certain amount of accountability exists in discussions throughout the year.
If you want to steady the ship and get away from a peak-trough, feast-famine business, take the first step today.