…or your marketing will suffer!
During February our blogs were about your target audience, identifying them and about getting the right key messages in front of the decision makers.
For March we’re going to move onto developing the right marketing programme. Let’s start with a little housekeeping.
If you are going to get the right marketing programme that then delivers the leads you want, you need to be honest.
We’ve discussed in the past about the amount of time you have available for marketing your business. You know you have to do it, but what time is available within the business to do it properly. If you are tight on resources, be honest about it. If you say you can do much more than you really have time for, your marketing (and its performance) will suffer.
Everyone can do social media can’t they! Some people struggle to admit they cannot do something because they believe they should be able to do it. Social media is a prime example of this, but there is a big difference in being able to use Facebook to keep up with your mates’ habits, and generating awareness, interest and engagement with your target audience.
If you have the time to learn, all is good, but that may not be the best use of your time so think carefully about the skills you have and the skills you need. Engaging with your target audience on Twitter and LinkedIn can be lots of fun, but your role as the business leader may mean you should leave this to someone else, whether within your business or externally.
To generate and deliver a consistent marketing programme, you need to invest. The investment needs to be over a period of time and so there is no point in starting a programme that you aren’t sure you will have the money available to complete. It will be better to start on a small budget and then build up as the returns are developed, rather than start high and have to try and cuts corners when there is less money about.
Your marketing budget needs to be a combination of time, cash and skills. Your honesty when developing your marketing programme will help to manage expectations but also deliver a better return on investment.
I hope this helps.