Is There a Right Way to do Marketing?
When a business experiences unexpected success, the significance of marketing suddenly becomes apparent in a ‘make hay while the sun shines’ kind of way. However, marketing initiatives undertaken at that point are typically too reactive, meaning the action taken is without forethought and is directly in response to the unexpected success.
In reality, it’s not the marketing itself that’s a problem; it’s the approach.
Reactive marketing is rarely a good thing because there’s no time to think it through or make a plan, and this can lead to missed opportunities or, worse still, unintended misrepresentation. Furthermore, it’s common for the activity to be random, inconsistent and for the messaging to be off-brand. It sounds dramatic. It is. Advertising execs in the 40s and 50s called it the ‘spray and pray’ method – an entirely random/non-targeted way of getting to as many people as possible and hoping to get a response.
Not surprisingly, the result is usually a poor return on investment and an unsatisfactory overall experience that leads to the commonly held view that marketing isn’t cost-effective.
Get into the flow - the flow of strategy
The antidote to the often chaotic approach of reactive marketing may not be immediately obvious, but it is straightforward. It’s having a strategy in place.
In marketing terms, a good strategy requires a clear understanding of the company’s strengths, weaknesses, opportunities, and threats, and takes full account of the competition, current market trends, and the needs of the most important group of all – the customer.
What if I don't need a marketing strategy?
Each of these and many more marketing and business support services are available at any time to everyone, as our Marketing Alliance Solution Professionals provide a vast array of specialised services and will happily discuss projects of any size with you.
Whatever stage you’re at on your business development journey, we’ll help with any or all of the services you need.
What's your next step?
You’re likely to be reading this because you need help with your marketing and growing your business, and you may have tried working with other providers who have not quite hit the mark with you.
Most business owners begin their marketing journey in a random way, trying to figure out what they need and the best way to go about it. If that resonates and you’re determined to find a more controlled way to put your business on the map, then let us help you. The best way to begin this new journey is with a strategy workshop that quickly establishes where you are now, what your goals and aspirations are and how best to get there.
Below you will find a link to a simple questionnaire about you and your business. It doesn’t commit you to anything, but it is most likely to be the next best step.