If you have been running a business for any length of time, you will no doubt have realised the endless possibilities out there for marketing yourself. It is likely you will already have received several phone calls or emails from people trying to sell you advertising space in one of their upcoming magazine editions, in the local newspaper or even on the back of a bus. With the rapid growth of technology, the Internet and social media, this opens up even more doors in terms of marketing and developing an online presence. Some companies will literally pay thousands to an SEO company to ensure that they stay at the top of Google’s rankings despite the ever-changing algorithms being implemented by the online ‘powers that be’.
There are clearly lots of choices in terms of how we market ourselves. But I want to say something that may, on initial hearing, sound quite radical.
What I want to say is this: just because you can, it doesn’t mean you should. I believe this rule applies to marketing just as much as to pimping up cars.
Resist the unwritten rule
There seems have emerged an unwritten rule in business that we should be exploring every single possible avenue for getting ourselves out there, regardless of its cost of effectiveness level. And for some businesses and some marketing strategies, this could arguably be valid. But for the majority of us small businesses, where marketing budgets are slim and time is precious, I want to suggest that we be radical and resist the pressure to conform to this rule. We need to make sure we get the best possible return-on-investment for every pound and every hour we spend on our marketing.
If you have taken the time to put together a coherent marketing strategy, it will hopefully have become clear to you that not all marketing methods will be effective or appropriate to you. I am the first to admit that marketing can be an excellent way to waste good amounts of time and money! It is not enough to think that just because you are doing something with your marketing that you are doing it correctly or successfully.
So don’t be afraid to be picky about the marketing methods you decide to use; it might be that you only explore 2 or 3 channels to begin with. Choose wisely, and make smart decisions based on the thinking you have done regarding your business environment, marketing objectives, target audience, positioning and business identity. Ask yourself “Does it make sense for me to pay for an ad on the back of this bus?”
Of course all this comes with the caveat that marketing is not an exact science; we are dealing with people and people are inevitably unpredictable! There is never a 100% guarantee of a good return on your marketing efforts. But if you have done that foundational thinking behind your marketing strategy and asked yourself the right questions, then against this backdrop you should be able to confidently make wise and sensible decisions about the best marketing methods to use and stand a much better chance of your marketing delivering the results you are after.
Thanks for reading, and I hope it’s been food for thought. Questions and comments below are always welcome.
One of the services Back Room SAM offers is a 2-3 hour marketing strategy session structured specifically for small business owners. If you think this is something you think your business might find useful, then please do get in touch.