So you think you should do some marketing. Adverts and stuff, right?
Nope. It starts way before adverts.
You run your own business, you’ve built it up, found customers and now you want to take it to the next level, get some marketing support to get some more customers – do some adverts and stuff?
You’d not be alone in thinking that marketing is just about the colouring in and adverts, but you’d be missing a trick. Advertising is a crucial element of the marketing mix but only a teeny tiny element, it starts much earlier than that.
If you’ve been thinking of your customers as you’ve been growing your business then you’ve been doing some implicit marketing already.
The Brief Marketing view is that marketing done properly is all about understanding your customer and deciding where to invest your efforts into meeting their needs, so that you can reach your business goals. It goes without saying that having a marketing strategy aligned to your business goals is essential for your business success.
In reality marketing should inform every part of your business processes.
Marketing Is Business-ing
The following tool can be used by anyone to check and improve the quality of their marketing, to make sure they are putting the customer at the heart of their thinking and giving their business the best possible chance of succeeding.
The Sales and Marketing planning checklist
What you can do with this, today, to improve your business.
Use this check list as a basis for checking that you’re putting your efforts into meeting your customers’ needs whilst hitting your business objectives. Start (always start) with capturing everything you know about your customers then work through every section at a time capturing what you do today in your business and generating ideas of things you could do better or differently to meet your customers needs whilst hitting your business objectives. Then PRIORITISE the actions that will make the biggest difference, and do them. As you go progress through the checklist, collect all your answers in a document, see if there are any areas you are not currently considering. Where are your current strengths and weaknesses? What do you need to change? What do you need to do more of?
What if you don’t have the time, inclination (or patience) for a marketing checklist?
We can help on whatever basis works for you. People who are short on time and just want the right answer, with no messing about, are our favourites to work with. We can do anything from a review of your current activity and recommendations on what actions will give you the best returns, to sorting out a specific headache (eg your website might be a few versions out of date, or you might be a bit unclear on how to get more revenue from your existing clients). We’ll swoosh in, conduct whatever you’ve asked for, and then get out of the way. Brief Marketing by name and nature.
If you’d rather learn more about this and other tools that you can apply on your own then book on to one of our Brief Encounter workshops, where we will help you work through the tools so that you leave with both new skills and a worked example of how to use them in your business.
Alternatively look out for the Brief Marketing online self-led sales and marketing planner launching later this year.