What to do if you do nothing in marketing right now? You know that you should deal with it, but you don't know where or how to get started or even who exactly to call for help? Surprisingly, this struggle is more common than one would imagine. After all, 99% of all the businesses in the world are small – meaning that most often it’s just the overwhelmed business owner who must do everything. So, how to get started? This is the topic that Mari-Liis Vaher addressed in the July 2021 issue of the leadership magazine Director.
Let’s get clear on the fundamentals
The most important function of marketing is internal and external communication. This means how your current and new potential customers hear about your company, and it also helps your own employees understand what and why we do and where we are going collectively. All the employees of your company are your first marketers who consciously and subconsciously talk about your company outside of work anyway.
Internal communication helps a lot here, and if you don't do it enough, employees assume and interpret different situations on their own and can thus give their friends and acquaintances a completely different impression of your brand than you envision. For communication to work purposefully, ie memorably and credibly, repetition is needed. Water also does not carve a hole in a stone after a single drop - time and consistency are needed.
Create clarity about communication channels and their goals: for example, a monthly internal newsletter with important news; a general meeting summarizing the results and goals of the month; Facebook group or chat for current communication, etc. By having your employees know where and how often they can find information and who to turn to for additional questions, you will avoid unnecessary confusion and the spread of misinformation.
But what are the MANDATORY channels and activities that every company should maintain and include in their marketing plan for external communication?
If your online business card is in order and it is supported by consistent communication activities, you will be stronger than your competitors in just a few months.Marketing doesn't have to be too complicated or too expensive. For a minimum viable level, anyone can already do a lot for their business and then take the focus on where to go step by step. It's worse if you don't do anything at all.
When you listen to service providers in different niche areas of marketing, they are often inclined to offer their service and put more emphasis on it. Therefore, it is difficult for the decision-maker to find the so-called middle ground and comparability - each bidder inevitably pulls your in their own direction.
A good solution is a balance between all activities and purposeful and consistent communication. Your current marketing plan can therefore be very successful on one page, and if you find the person(s) who keep it working on a daily basis, you will sooner or later experience good customer feedback, more inquiries and collaborations, and combined with sales activities also better business results.
PS! If you want to schedule your marketing activities with budgets and have them all in a simple spreadsheet, then check out our free download 12 Month Marketing Plan with metrics.