As I alluded to earlier, setting goals and working in sync is vital if you really want to accomplish anything significant. If your small business doesn’t have a marketing strategy, how are you and your team of employees supposed to work as one?
Are you all scattered? Working towards different goals? Just managing tasks as they come?
Remember, marketing is a team sport. A strategy makes your goals clear, and it also provides your team members with a blueprint on how to market your products and services.
Without a written plan in place, how do you evaluate which of your marketing tools works best for each of your different products, services, and needs?
Have you taken the time to plot your different price points? Have you analyzed customer data to determine how you can best market to your target demographic?
A marketing plan will allow you and your team to manage and maintain all of these elements. You’ll be able to optimize every area of marketing, maximize your return on investment (ROI) for every marketing decision, and increase productivity at every juncture.
And most importantly, a good marketing strategy is critical for your small business’s growth. Without a proper marketing plan, it’s very likely that your business will get caught in a very common vicious cycle. Perhaps you’re familiar with it:
You ramp up your marketing efforts for a few weeks. For the most part, it’s working; and you’re able to bring in more customers, orders, clients, et cetera. Then you switch your focus from marketing to satisfying your new customers. Eventually, those customers leave and you’re back at square one – rushing your next marketing campaign.
Sure, your company can survive this way. But your business won’t grow. Until you learn how to serve your customers and market simultaneously, you’ll just be jogging in place.
A strong marketing strategy, on the other hand, will make it easier for your team to be consistent with your organization’s marketing efforts.
Author: Nikki Richard