The most successful companies anywhere get ahead of the competition and thrive as a result of quality marketing.
The Chartered Institute of Marketing (CIM) defines marketing as: ‘The management process responsible for identifying, anticipating and satisfying customer requirements profitably.’ Marketing is therefore about finding and keeping customers. Business writer Peter Drucker points out how important good marketing is to a business:
‘Because the purpose of business is to create a customer, the business enterprise has two – and only two basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.’
Even if your business is already growing, it can always grow faster. Marketing can help. If you run a company without a marketing team, or have one filled only with junior staff, here are 18 reasons you may want to recruit experienced marketers or hire a marketing consultant or an agency.
1. You would rather look at company financials than Google Analytics. Data is powerful, but if you do not know how to harness the power of your website analytics you are severely missing out.
2. You get overwhelmed thinking about advertising, content and social media. Your business loses out on a lot of opportunity by not engaging in any marketing activities. Of course, you should not make the even graver mistake of hiring an intern to manage all of these things.
3. Your idea of marketing is a $50 ad in a local newspaper or a $15,000 TV spot. Targeting, you say. What targeting?
4. Your business gets a lot of website traffic but a relatively low number of sales – less than 1 percent. It is time to polish up your conversion funnel to capture more visitor value.
5. Your website hasn’t had a makeover since 2012. In fact, you probably haven’t touched it since it was first created.
6. People have a hard time trying to find your company on Google. You shouldn’t settle for third or fourth position for your own brand name.
7. Email newsletters make you cringe. You are also inclined to hit spam when you get more than one email from a company or its representatives.
8. You rarely survey your customers and simply make assumptions about who they are, what they do, how much they make, where they live, and why they love your brand.
9. You like the idea of having lots of fans and followers on social media, but have no idea how you would even engage them. Funny cat pictures do not count.
10. You are unfamiliar with the terms bounce rate, call-to-action, click through, and impressions. You also think that sort of gibberish wouldn’t even apply to your business.
11. Your sales team has a hard time explaining what you do, how your product or service differentiates itself from competitors and applicable use cases for your offerings. Marketing helps provide collateral and copy so others understand your company a lot better.
12. You love a good billboard ad and you hate clicking anything on the web. Wait, seriously?
13. You think you are smarter than your customers. In a day and age where customers have real voice and will not be silenced, you better be prepared to put your ego aside and actively learn from potential buyers.
14. You are not familiar with inbound marketing or outbound marketing. It is all just advertising, right? Wrong.
15. You enjoy the idea of an endless flow of new customers but regularly forget about engaging your already existing and loyal clients.
16. Anything related to marketing is done with a set-it and forget-it philosophy. If it works, why tweak it? Or, if it doesn’t work, give it more time. Unfortunately, you only throw away money this way.
17. You haven’t heard of Seth Godin, Brian Clark or Dharmesh Shah. You wonder if they are supposed to be reality show stars or something.
18. . You never thought to tie in the ongoing marketing initiatives you have into a larger, structured campaign. Marketing impact multiplies when tactics are complimentary and cohesive.
How you promote your business matters and having a brilliant marketing team will help you grow your bottom line tenfold. The sooner you invest in marketing, the faster you will be able to leapfrog over the competition.
If you haven’t attended the Brilliant Marketing and Sales Training workshop, you have a chance to do so as there is the June program starting this week, with an option for weekdays (Tuesday and Thursdays) or the weekend course on Saturdays. Starting date is Thursday 11 June. Visit our website for full information or request the brochure by sending me an email, the address is firstname.lastname@example.org.
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