If you are in business to make money, then believing that “any marketing is better than none” is going to grind you into the ground. To be successful in business you need all your ducks in a row: you need a product or service that people want, you need a way to deliver that product or service to customers and you need a way to tell them you have what they want.
This is what marketing is all about. Even if you do no marketing at all, it is fair to say that you will most probably have some sales, but wouldn’t you prefer to be above the bell curve and have lots of sales? Well, for that you need a well thought out marketing plan that is targeted to achieve a specific set of goals.
Essentially you need a set of achievable goals and a strategy to achieve these goals:
- Achievable goals: Simply stating that you want to sell a particular product is not good enough. How many items do you want to sell this week, month or quarter? Do you want visitors to subscribe to your newsletter? Well, how many subscribers do you want and in what time frame? Having specific goals that can be measured is vital to growing your business and increasing your bottom line.
- Marketing strategy: Once you have your goals in place, then you are ready to start formulating a marketing strategy to achieve these goals. There are many ways you can market your business and you need to investigate and test many of them, before you lock yourself into any contracts.
One of the best strategies is to engage a marketing firm who specialises in marketing within your industry, as this leaves you free to focus on other core aspects of your business. If you want to keep your marketing in-house or you can’t afford to engage an external marketing team, then do your research, talk to other businesses in your area, join a small business forum or group in your area and learn about how best to market your business.
So rather than believing than any marketing is better than none, you will be more successful if you believe that a sound marketing strategy is better than no strategy.