Just give it to marketing – they have plenty of time!
In a larger company, marketing is departmentalized, using the team approach, and the person duly noted in the previous paragraph as a marketing manager, would undertake a wide variety of tasks and responsibilities. These responsibilities may include:
developing a marketing plan and strategy,
developing and managing a direct marketing and communications campaign,
managing relationships with key partners and customers,
managing budgets, managing offline marketing activities such as direct mail, PR, advertising, events, and printed communications,
working closely with the digital and social media marketing team, and
ensuring consistency of communication and approach between online and offline media.
If you have all those responsibilities, how do you get anything done? In fact, it’s frightening and daunting at the same time. Do you have time to eat? Sleep? Say hi to your kids? The operative word in the beginning description is “may” but in reality, it’s “inclusive.”
Is marketing now more or less important in a small business?
A typical small business.
If a small business has a considerable amount of employees, six or more, there is likely a marketing team built with people from other departments with potential marketing expertise and experience. Since there are many other responsibilities in an employee’s typical workday in a small business, this scenario is quite common. It’s also a good source for continued employment if you don’t mind wearing many hats.
Today’s marketing is about determining a need or finding a new opportunity to satisfy a customer’s latest desire. Markets have grown as many companies have gone global, and yes, even a small business. Once just local, a small business may reach out to customer’s city wide or even, nationwide. And communication channels have grown with the markets. Now, as a company, your communications need to shout louder than your competitors’.
What are you doing to shout louder?
Your customer has also changed.
Many customers are fed up with the interruptions caused by past marketing channels. Customers are skeptical and many companies need to rebuild their customers’ trust. Finding less interruptive messages with informational messages your customer may want, is a good start.
Now there is more communication across channels. Communication is more two-way than ever before. The death of the salesman has led to the birth of multi-channel or cross media marketing communications. The use of social media means customers are more likely to make decisions based on the recommendations of their peers. That means you need to make more people aware of your company and happy they did.
Has your customer changed?
Define your company’s marketing manager duties.
More small companies are seeing the benefit of adding marketing expertise to their marketing communications team. Marketing managers know their promotions need to focus on more relevant products for their customers and prospects. Marketing managers are experimenting with communication channels and promotions that contain useful information. And they need more time to develop creative campaigns and designs that make their products stand out even more. If this sounds like you and your team, take a step back to look at the “whole” picture. Marketing may not be “rocket science” but if you want your marketing to soar, you need to meet your customer needs with relevant products and services.
Does your small business have a marketing manager?
Add an expert to your team.
Get rid of a few hats. Adding an outside person to your small business marketing team makes sense. It can even make you more cents!
In honor of Small Business Week, I have put together a special offer for any small business that wants to grow. All you have to do is guess my top secret marketing product. There are plenty of clues to get you started. Just make an office visit over to the MarketingDoc for all the details.
Thanks for reading. Let me know what you think. If you have answers to the above questions, don’t keep them under your hat. Share them with the community. Any answer has the potential to help any reader.
Constant Contact Solution Provider Marketing Communications Specialist www.marketingcommunicationsgroup.net Need your marketing performance evaluated?
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