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Are you ready to start marketing?

By July 3, 2024July 15th, 2024No Comments

When you start thinking about doing more marketing to generate the growth you’re targeting for your small business, you need to ensure you’re ready to start marketing. Let us explain what we mean by this…
If you’ve not done much marketing recently, there’s a possibility that some things have slipped somewhat. As SME Needs works exclusively with small businesses (we rarely work with businesses with more than 40 staff, and usually less than 20), we see a lot of companies where their marketing collateral will not make a good first impression. This normally means one, or more, of the following:

Signs why you’re not ready for marketing

  • The website looks like it was built in the last century. What year does your website’s copyright say? I found this on a website the other day:image of copyright year from an old website to support an article about getting ready for marketing your business
  • The messaging is wrong, normally talking about the company rather than the customer.
  • Brochures and flyers are out of date or poorly designed.
  • The mailing list is woefully out of date, or even non-existent.
  • There isn’t an up to date client list, ideally with a record of what services/products they’ve bought.
  • Case studies/ testimonials are missing or of poor quality.
  • Social media accounts haven’t been added for months, if not years.
  • You don’t know what marketing is, and isn’t, working for you.

Are you guilty of any of these?

Will your current marketing make a good first impression?

If a prospective client were to see your website or an advertisement in a trade magazine for your business, what would they think? If they saw a flyer or brochure, would they keep it, or is it heading for the B1N file?

As you only get one chance to make a good first impression, you need to be confident that your marketing material is ready for you to start marketing your business.

What if it isn’t right

Put simply, you will struggle to generate the new clients you need to hit your growth targets if you’re not ready to be marketing. Some of the people reading this will get virtually all of their new clients through word of mouth (WOM), saying they don’t need a website or other marketing material.

Whilst they may be generating the leads and new business they want, you can guarantee they are missing out of other business opportunities that would help them grow even faster, even from people who were referred to them. For every new client they pick up, there will be some that wanted to see case studies and testimonials. There will be some that need more information about what they do and how that helps them.

How to fix this

The great thing is that, no matter what your current marketing collateral looks like, it can all be fixed, and fixed relatively quickly. Developing answers to the following five questions will move your forwards:

  1. What marketing has been working for you?
  2. Who are your target customers for each product/service?
  3. What are the right marketing messages for your business?
  4. Where and how should these messages be used?
  5. Which client projects best demonstrate your ability to deliver?

Make the changes needed

The answers to the 5 questions above give you what is needed to get ready. Now you need to:

  • Replace/update your website so that it grabs the attention of your target audience
  • Use the right marketing messages on your website, flyers/brochures, and social media channels.
  • Develop and maintain an up-to-date list of your clients and what they have bought from you – allowing you to cross-sell/upsell to them.

If you’re worried that your small business is not yet ready to start marketing, let’s talk. We have a 100-day plan to get your marketing-ready. Call us on 020 8634 5911 or click here to book a meeting.

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