Whilst I understand entrepreneurs and business leaders do get busy, I am completely miffed that they continue to see marketing as an area that is easily put to the way-side.
If you are serious about meeting your sales objectives and growing your business, like any elite sportsperson, you have to put in the work – the training, the preparation and consistent performance.
Marketing 2010: Things to consider
- Giving customers value: Customers whether its in a b2b or a b2c environment are all looking for value. Work out where your product or service gives the most value and promote it. Give your customers are reason to buy from you.
- Exceed customer expectations:Every day consumers adopt and devour the latest technologies and innovations, and there is a hunger for more. Look at the iPad – who would have thought? Smarter marketers will identify and capitalise on what the expectations of their customers are.
- Ignoring Social Media is not possible:Every marketing strategy whether it is b2b or b2c environment needs to have a social media component. Customers are talking to each other before they are talking to you. Make sure you are managing your brand online and marketing it to customers in a way that they like to be communicated with.
- Cost cutting across your entire marketing spend is ok:Trimming the fat from your marketing spend is not only ok, it is sensible. When times are good, companies tend to spend whatever their marketing consultancy or inhouse marketing manager recommends. After spending the last 18 months being more strategic and cutting costs, it’s a very good platform to go forward and ensure that our marketing strategies and expenditure is not so frivolous. See if you have been using the same printer for the past 10 years – do they give you the best deal in the market? Does your media buyer have your interests at heart? Is it cheaper to outsource then to insource? Do you really need that extra assistant?
- Competitors are key:Ignoring what your competitors are doing is not only the worse decision you can make, it also may mean that you lose market share – quickly. Given the extent our competitors access information on the internet on what we are doing and how we are doing it, for some customers this is the only point of reference and in this lies the danger. If you lose sight of what your competitors are doing and they are copying what you say and do or you are not abreast of how they are attracting new business opportunities – you may find that your stronghold on the market loosens to the point of destruction. Retailers are usually the best at keeping an eye on their competitors. They walk past their shops, absorb all advertising and ask customers alot of questions – pertinent to ensuring that they are ahead of the game. Most other industries are not so savvy.
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