Whether you’re a start-up or a more established SME, certain (or all!) aspects of marketing often get pushed down the list of priorities, as day-to-day business needs take precedence.

However, in any organisation today, marketing plays a critical role in ensuring your company has the opportunity to engage with your target audience. It’s so important to have some regular and relevant marketing activity going on otherwise how do your potential customers even know you’re out there? You can also be sure that your competitors will be finding ways to attract those customers – and that’s not a scenario anyone wants, especially when your emphasis is firmly on business growth.

If you are at an early stage, just setting up your business, you have no dedicated in-house marketing resource or you have regular ad-hoc projects but no time to manage them, you could outsource your marketing to someone who does have the time and experience to support you in achieving your goals and giving you some much needed marketing focus. As long as you choose an experienced individual who knows your sector, or those associated with it, so they can add value from day one.

Before you jump straight in with both feet and engage someone to support just one element of marketing, such as your social media for example, be clear on what your goals are in the short and mid-term. Is social media alone going to allow your business to reach those goals? And also, which social media is best for engaging with your target audience – best to focus on just 1 or 2 to and get these established rather than trying to conquer every platform at once!

Would you also need to work with someone else on email marketing, and a third supplier to write some blogs for you? Be clear on what you want to achieve so that you can work with someone who is able to offer a variety of skills and experience across the full marketing remit. Ideally the first action isn’t to start posting like crazy on social media, or sending emails in the hope that someone may be interested. The initial focus should be on identifying your target audiences and then developing a marketing plan to engage with those in the best way. That will ensure you have some clear objectives, goals and measurement in place too and guarantee your marketing gets some real input, focus, momentum and, of course, achieves a decent ROI.

Lastly – the cheapest resource is not always the most suitable and won’t always give you the ROI you need. Even if budget is tight some valuable consultancy and advice plus a well thought out plan could be a good investment. Then, with clear goals and outcomes outlined, it could be the time to engage a doer rather than a consultative resource to deliver the activity.

Some food for thought to give your marketing a little dedicated TLC, reduce your ‘to do’ list and make a really positive impact on your business growth going into 2019.

If you want to find out how my take on marketing in all its guises can support your business, please feel free to give me a call or email me, connect with me on LinkedIn, follow me on Twitter or just take a nosey at my website.

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