Every day I have the privilege of working with some amazing business owners and operators who are passionate and dedicated to succeeding. While they operate in a range of industries and offer varying products and services, the issues they face in relation to marketing are often the same.
The most common challenge by far is finding the right balance of marketing to provide a steady (and growing) income. When quiet, many businesses often panic and spend a lot of money on the first opportunity that comes to hand or the marketing they like to do. When busy, marketing often slips by the way-side as they are “too busy”.
To be effective and balanced when marketing, planning and an understanding of your target market is crucial. Here are our top five tips for keeping your marketing activities in balance.
- Seasonality and purchase lead-time: Every business I have worked with has operated within a seasonal chart. It might not be evident at first, but on closer inspection, customers buy certain products and services at certain times of the year/month/week or day. Furthermore, they have a certain period of time that they will research their products prior to making the purchase.
- Plan it! If you have a plan, you are more likely to make it happen. Proactive marketing enables you to look at the whole picture – your business objectives; products and services you offer; who your customer is and where they like to make their purchases. If you can put a plan together that considers all of these things you will always get a better result than if you throw money into something that is really just a knee jerk reaction to a quiet day/week or month!
- Make Time: I sometimes wish there was a BAS statement equivalent required by government to review your marketing.. Why? Because then it would not be left to last on the to do list. Marketing is an important part of the business operations mix. If you find you do not have time, then call in the marketing support team. Just make it happen!
- Be consistent! It is very easy when we work with something day in day out to become tired or bored and want to change things up… Don’t! Being clear with customers about who you are and what you offer is imperative to business success. It is fine to introduce new products and services to meet your clients’ demands, but ensure that they are communicated in a way that maintains your brand integrity and personality.
- Measure It! We are constantly amazed at how many businesses are not measuring their marketing activities. Not only will measuring each activity give you insights into the success of your marketing, but you can also gain a greater level of understanding on your clients purchasing behaviour preferences including method of communication, purchase lead times, preferred products and more!
If you are struggling to balance your marketing with the other demands of your business, give us a call today.