Have you ever sat down and given some serious thought to the marketing efforts of your business?
Busy entrepreneurs and small company owners quite understandably abdicate marketing implementation to others, either a middle manager or an admin person internally, or a consultant or freelancer externally. The problem is that often, and unknowingly, they outsource more than just the “doing” part but invariably also the thinking part of marketing.
The result? Marketing activities of many smaller companies are not strategically aligned to business priorities. Marketing activities are stuck in operational-tactical-implementation mode.
There is no doubt that the biggest marketing success stories happen when the owner, or manager, is also involved in marketing thinking. This is when marketing becomes a management issue, not a “Friday afternoon drinks” issue.Think about it. The basis for the word marketing, is “market”, and this gives us a hint as to the types of discussions business owners should have when considering marketing. When marketing questions are re-framed as market questions, you’ll quickly see how strategic it becomes.
Here are some “market” questions, that should underpin your marketing:
Who is the market?
How big is the market?
At what rate is the market growing?
What share of this market do you want?
What is the market looking for, and is it what I offer?
Who else competes in the market with you?
Fascinating, isn’t it? The conversation suddenly moves away from tactical actions, such as the website, social media and logo, to a strategic focus.
Ultimately it is the market that gives your business permission to exist. That is why anything to do with the market is of executive importance and why marketing thinking, as opposed to implementation, should not be completely outsourced to a middle manager or outsider.
In my experience a major reason why so many companies fail at marketing is because they never really think about it. Seriously.
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