What marketing resources do you need?
To grow your business, you need a marketing plan that is then effectively delivered. To do this you need marketing resources. For your small business marketing to be effective, you need a combination of:
You are passionate about what you do. If you weren’t you probably would be doing something else right now. You can talk for hours about the minutiae of your business and I bet you could write a book of acronyms. However, knowing how to translate your knowledge into what your prospects want to hear is something different. Being sure you are using the right marketing tools, and using them in the best ways is another issue.
There’s nothing wrong with this. You cannot be expected to wear every single hat and know everything about everything. That is why large companies have their own dedicated marketing teams – to bring that knowledge into the business.
If your business is really young, and you haven’t got investment funding, you have little choice but to do most of it yourself, but you could us a part-time or virtual marketing director for just a few hours per month. They become a source of advice, guidance and support for a small investment.
Let’s demonstrate the issue with a few stats:
- 49% of small business owners aren’t sure if their marketing is effective (Leadpages) and 14% know that they aren’t.
- 67% of small businesses who use SEO as part of their marketing mix in-house and external resources (Statistica).
The old adage of “why work 40 hours a week for someone else when you can work 80 hours a week for yourself” shows just how much time is needed by a small business. You may be doing a full week simply delivering on your clients’ needs. Unless you have a Time Turner (you have seen the Harry Potter films, haven’t you?!), you cannot do two things at once. That means working more hours.
If you want any kind of work-life balance, you need to find the time needed for your marketing from somewhere else. There are three options here:
- Employ someone, but do you have the funds available to pay them and the time available to manage them?
- Outsource your marketing. You still need funds, but you can balance the funds and your time so that it works for your business.
- Don’t do any marketing. This is the case for half of all small businesses, as they do less than two hours per week (Statistica).
Time and money go hand in hand here. They also then impact on the knowledge. You may think that you haven’t got the money to pay to outsource your marketing. But if you don’t outsource, in order to get the knowledge and the time, you’ll not get the money.
This is where opportunity costs come into play. If you outsource your marketing, can you earn more money, than it costs, in the time you save? Remember: 79% of small businesses buy they best they can afford, not the cheapest (CEB Globa). If your marketing shows just how good you are, your target audience will buy from you.
The other thing to consider when outsourcing your marketing is the investment you are making. Marketing is a medium to long term thing. You don’t get a return on investment the next day (unless you’re really lucky) so you have to be able to spend the money now in order to reap the rewards further down the line.
The balancing of time, money and knowledge is not easy. If you haven’t got the money, you can’t get the knowledge and the time needed to make you more money. However, you can start small. Test the waters, using some like us as a marketing support provider. They help you do the best job you can, helping move you to the point where you have the money to outsource the marketing so you can concentrate on doing what you love.
Give us a call if you want to discuss this in more detail. We hope this helps.