…..that is the question! For the first time in years, I have genuinely found myself at a slight loss as to what to write about this week. Since 2009, “The Marketing Expert” has written some 180 articles for this Blog; most of which have been dedicated to helping the small to medium business with their marketing by providing tips and/or sharing experiences and the feedback I have had has been incredibly positive so many thanks to my readers and keep the emails coming!
Anyway, I digress. In a nutshell, I have found the marketing industry has changed hugely in recent times and a great deal of initiatives that can now be employed are “free.” This might be considered a good thing by the business owner who can very quickly set up a website, a Twitter account, a Blog, a Linkedin account etc and start their online marketing.
|Leave a good footprint|
BUT, with these sorts of platforms being so readily available, I feel it is even more important to make sure that using them becomes a part of an organisation’s overall marketing strategy. Remember, everything one does on the world wide web leaves a footprint which can be seen by anyone or any organisation. This means that the emphasis for leaving a quality footprint is incredibly strong.
So, what does putting a marketing strategy together actually mean and why do I need to do one? Well, the short answer to this is that a marketing strategy is about thinking and planning what your business wants to achieve.
In my opinion, an adhoc, knee jerk marketing campaign very quickly becomes inconsistent, hard to monitor and can yield very little actual value for your business. To me, it is absolutely paramount that any business gives serious thought to exactly what it is offering, to who and why before putting together a logo or any brand identity. In addition, just putting together a quick (cheap!) logo and bunging it up on a WordPress website and then Tweeting is not what I would call a creditable way forward. Cheap can sometimes work out to be very expensive.
My suggestion is to talk to a marketing professional about your plans; bounce ideas off someone so that you have a second opinion. I have lost count of the amount of times I have met a client who has been 6-12 months into their business having jumped straight in with both feet and pulled in every favour possible from friends and relatives who might “know computers” and have now found themselves wanting to back track and do it properly.
Clarity and authenticity are key elements for a business and investing (and I stress the word “investing”) in your business initially by working with a professional could make all the difference.