Too busy to be marketing?

Marketing is the essential fuel for your business. If you do not do it before long your business will slow down and then stop completely.

Consider these two clients I talked to this month.
“We are too busy to consider doing any marketing. Our order book is full until Christmas!”
“Our order book is full until May 2009 so we need to start marketing now to fill it for the rest of 2009”
Which type of business are you?

Hopefully the second, because the best time to market is when you are busy. You need to be marketing all the time. When you are quiet it is probably too late because marketing is not an instant fix. It takes time to get results. There are several reasons for this.
Firstly nearly every prospect you convince to use your services already has a supplier or some arrangement in place even if that means doing nothing!
Secondly, they may not have an immediate need for your services and will use you when the need arises.
The lag between selling to your client and sending an invoice is why you must commit time and resources to an on-going marketing campaign. That is why you must have a consistent and co-ordinated marketing plan otherwise your client will forget you.

But isn't marketing expensive and complicated?

Well, actually marketing can be very easy and inexpensive. Marketing is about building relationships with people and this can cost very little except for time and effort.
Consider a phone call to find out how people are, a short friendly email, a note attached to an article.
Try writing a list of 5 things you can do each day to bring in new business and then make marketing an automatic habit in your business.

But I need a plan?

You do but it does not have to be war and peace. It should provide a step by step guide to what you are spending money on and when. It should help you focus and charts and measures success. It gets things down in writing. The finance team do not carry numbers in their heads it should be no different with marketing. Your marketing plan should be a living document something to build upon.

Where do I start?

Follow this series of questions to build your marketing plan.

• What services and products do you offer?
• What customers and clients do you want? The more specific you are the better and more focussed your marketing will be.
• What do you offer/do that makes you different from your competition?
• Why should customers choose you?
• How will you demonstrate credibility, expertise and value for money?
• What problem do you solve for your customers?
• What are your three key messages?
• How and when will you communicate the messages?
• Who will be responsible for activity?
• How will you get feedback from your customers about your performance and messages?
• How much will you spend each month on marketing?
• How will you measure the effectiveness of your marketing?

Is there a secret to success?

Probably not but here are some tips:

• Remain visible.
• It is not how much you spend but how you spend your money that makes the difference.
• Focus on the customers you want.
• People do not buy a product or service they know nothing about or do not understand.
• Be consistent. Don’t just do something one month and never be seen again.
• Measure everything.
• Do not stop.
• Persevere.

Many business owners I meet have the best of intentions when it comes to undertaking a marketing and business development programme. But they get sidetracked and find themselves busy doing other things.  Too often they see marketing as something that is optional or a necessary evil.
One thing is certain just like day follows night if you are busy now you may have quiet times ahead. If you do not market your business your business will not grow.
While none of us can predict the future an understanding of marketing and a sound marketing programme will put your business in a better position to survive and grow. Ignore marketing in the current climate and your business will be destroyed.

How does GAP help its clients?
My clients gain clear competitive advantages by combining their know-how with my methods, knowledge and experience. I focus on improving the performance of their sales and marketing plans. I keep marketing real, practical and cost effective.

Need personal help?

I will help you answer the question “what do I need to do to give customers what they want?” My marketing diagnostic can review and revitalise your marketing, suggest new ways and recommend changes. Give me a call on 01226 290288 or email gareth@gapmanagement.co.uk
Whether you need a lot of help or a little please call me. Tell me what you want to achieve and over what period of time. I will explain the most cost effective and efficient ways to achieve your goals.