Build it and they will come! That may be a great title for a for Kevin Costner film but not if you want to be a successful business. You may have a great product or service, an enthusiastic and skilled workforce but without a marketing plan you will probably find yourself standing alone in the middle of the field.
The pen is mightier than the sword – so use it. Whatever the size of your business make sure that you write down your marketing plan. When considering your short and medium goals keep in mind where you want the operation to be in the future and take into consideration budgets, potential legislation, investment, research, product development and refer back to the plan making tweaks when necessary.
Rome wasn’t built in a day so don’t expect instant results. It’s easy to try one method after another and then wonder why the results are not as effective as you would like. On average your message has to be seen at least seven times before it registers with the recipient then you have to start persuading them. Use A/B testing as a method of refining your message you’ll be surprised how changing one word can make a significant difference.
Help, I need somebody. Business owners, particularly owner managers want to be involved in every aspect of the operation but we can’t all be good at everything and indeed we don’t have the physical time. Don’t be afraid to ask for outside particularly in areas that you don’t have expertise not doing so can be a key mistake.
Keep it real, look at your plan and examine the goals you have set. Communicate these goals to your staff with realistic benchmarks and keep to them. If the employees don’t know where you’re heading they can’t help you get there.
David Hassell - DLH Marketing
David has worked in advertising and marketing services for 30 years both client and agency side. Having worked with local, national and muliti-national clients, he set up DLH Marketing to help small organisations, owner managed businesses and those organisations without in-house marketing.