 As a business owner, I know you're juggling a lot.
You're responsible for developing and delivering innovative products and services, leading a team of talented engineers, and managing your finances. It's no wonder that many engineering businesses struggle to juggle marketing on top of all of that. Especially when a lot of your business actually comes to you through word of mouth! But marketing is essential for any business that wants to grow. And while it's understandable that you may not have the resources to invest in a full-time marketing team, there are still things you can do to market your business effectively. Even across multiple different platforms without your marketing becoming a huge headache. So, what’s the secret to getting everything done without sacrificing quality?  We all know what it’s like when you’re looking at competitors in your industry, it’s far too easy to obsess over the similarities and differences between what you’re doing and what they are putting out. Keeping an eye on your competitors can be both a strategic advantage and a potential pitfall.
It’s all about picking the right time of when to look at competitors or alternatives which can significantly impact your business's success. In this article we will explore when it's beneficial to examine your competitors as well as when it might be counterproductive.  We all know that setting goals is one of the most important aspects of any plan. After all, if you don’t know what you’re aiming for, how can you plan a strategic route to get yourself there?
Creating a plan without clear goals is like setting sail without a destination. You can keep moving in a general direction, but without a clear destination in mind, it's unlikely you’re going to end up where you were hoping. Goals are important because they give you a point to aim for. They mean that you can…  Picture this: You're on a first date with someone you're really interested in. The conversation is flowing, and you're both enjoying each other's company. Then suddenly, out of the blue, your date drops to one knee and asks you to marry them.
Awkward, right? Just like proposing marriage on the first date can send someone running for the hills, trying to rush people through their buyer journey by offering them your product or service too early on can have a similar effect on potential clients. So, if you’re finding you’re struggling to get past those initial conversations with potential clients and aren’t getting any replies to your follow ups, here’s why…  “Blogs are a total waste of time!”
“I don’t make any money from my blogs so why should I bother with them?” After more years than I’d like to admit in marketing, I’ve heard it all! And as a small business with complex products and services, you might think that starting a blog is a waste of time and resources. After all, your products and services are technical and require a certain level of expertise to understand. But blogging can be one of the most effective ways to build your brand, establish yourself as an expert in your field, and generate more traffic to your website. And here’s how…  Short answer: yes it is, but not in the way most people think.
When people say that their marketing is a numbers game, what they usually mean is that they just need to generate as many leads as they can, so they can sell as much as they can. While lead generation is obviously an important part of marketing, it’s not the only important number to be concerned about.  Marketing doesn't have to cost you a fortune.
It’s a common misconception that, to successfully market your business, you need to have a huge budget. But, with costs going through the roof and marketing budgets being slashed, what worked for you before may not be an option any more. Generating leads and staying on your customers radars is any marketer's top priority. So, what if I told you that there were loads of scalable marketing activities you could be doing each month, for free, that take less than an hour each week to implement?  A few months ago, I posted about how to do your own strategic marketing. It's not an easy process which is why most ambitious business owners get a consultant in to implement their strategy for them.
I've worked with a lot of businesses who have worked with a consultant before me. But many tell me they've not been very impressed with the results. The reason is invariably because the consultant was thinking tactically and not strategically. For example, they were focusing only on their area of expertise such as social media or PR. Unless you know what to look for, this can be difficult to spot. The impact might not be felt until it's too late, when a lot of time and money has been spent. So, here are the signs to look for:  When the sun’s out and the kids are off school, there’s always something that feels far more important than my marketing. As hard as I try, my usual marketing rhythm and motivations seem to go out of the window over the summer holidays.
For all of us, there are periods when our usual marketing rhythm has to change, perhaps due to a seasonally busy period or because you’re away. So, here are my tips to make sure your marketing is working hard even if you’re not…  I get asked this question a lot. And whether it’s a new website, Facebook ads, email campaign, leaflet, brochure, or event, I always come back with the same four questions. So here’s they are: 1. Why are you doing it?What do you want to achieve with this marketing activity? And be specific! “To get more sales” is too vague.
You need to know what is the end result you are hoping for. What do you want people to feel, think and do as a result of coming into contact with your marketing? Do you want them to go to your website; book onto an event; call you? Why would they want to do that? How will your marketing get people to do this? Make sure you have a strong call to action that prompts people to do what you want them to do. Make it as obvious as possible what action you want people to take and you have a much higher chance of your marketing activity being successful. |
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Ros Conkie's Marketing Academy is a Marketing Consultancy and Training company based in Portishead near Bristol, North Somerset, UK
Ros Conkie's Marketing Academy is a Marketing Consultancy and Training company based in Portishead near Bristol, North Somerset, UK
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