When you’re rushed off your feet running the day to day activities of your small business, it’s easy to claim you don’t have the time or budget for ‘marketing’.
I’ve heard that phrase time and time again from business owners struggling to drive the new business they’d love to see. Not least from myself in the past!
But once I’d truly understood that Marketing is so much more than an ad in a magazine or a pretty brochure, I saw things very differently.
It is everything you do and say to your customers and potential customers, from your pricing and website to the way you answer the phone or end your emails. It all tells potential customers something about your business.
As world famous management guru Peter Drucker says:
“Business has only two basic functions: marketing and innovation. Marketing and innovation produce results. All the rest are costs.”
With that in mind, it is hard to justify not having the time or budget for marketing your business. Without marketing, there quite simply will be no business to grow.
Move your mindset…
Once you begin to see marketing your business as ‘the words through the middle of the stick of rock’, the importance of getting it right is sure to hit home.
So next time you feel the words ‘marketing doesn’t work’, ‘I don’t have time’, ‘I don’t need to market my business, the products sell themselves’ or ‘marketing is a waste of money’ forming on your lips, stop and take stock.
It is HOW you market your business that will determine whether it works.
It MUST be a continuous process, one that you test and measure at regular intervals so you know what works and what you need to tweak. And your message needs to be consistent – as well as different enough to stand out – through all that you do.
- Do your business cards and leaflets say the same as your website?
- Do you claim to offer friendly service but have someone less than welcoming answering your phone?
- Does everyone in the team understand what is special about what you do – and can they apply it to their day to day work on every level?
- Are you saying the same things as your competitors – what could you do to be different?
By being consistent and measuring everything you try, you’ll soon find out what does produce results, so you can repeat it again in future.