With pretty much any marketing activity that is undertaken, it is likely that there is some sort of cost to the organisation either as a physical cost or as time spent. Either way, you must feel confident that everyone within your organisation is committed to the long term and perceives what you are doing as an investment.
As stated previously, marketing is not a “quick fix” born out of a time when business is slow. It is not an activity to be regarded as a distressed purchase. It should be seen as a fire that needs constant attention to keep burning and without it, it is highly unlikely to stay lit.
If you are the person at whose door marketing has landed, you must become a centre of excellence covering all sales and marketing skills. It is therefore, highly unlikely that you have all the skills needed to facilitate effective marketing and sometimes engaging outside help is required. This does not mean that you are a failure! Quite the opposite. This is actually a good thing as you have identified that you need help and can then survey a number of companies to see which one fits with you and your organisation.
Whether you are doing the actual selling activity yourself or motivating others to do it, always see marketing in the context of your overall plan and believe in its ultimate success! Remember marketing is not just about putting together a pretty brochure! In fact the actual process should include:
Winning new business
Understanding your market
Building your brand
Planning your strategy
Managing existing clients
Internal marketing
When putting together your plan, I tend to use the following:
S – make it simple
M – make it measurable
A – make it achievable
R – make it realistic
T – add a timescale
……but above all, markting is NOT a cost; it is an investment in your business!
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