Marketing for SMEs - getting back to basics

As an SME, you know what you want to achieve with your business, and marketing it is a huge part of that.

But sometimes (and especially if you don’t have any marketing experience), it can seem like there’s an overwhelming list of things to think about and do. It’s a good idea to start with the basics and not to try and do everything at once – overloading yourself or putting pressure on yourself to do as much as possible in a scatter-gun approach doesn’t typically add value to your business or numbers to your bottom line.

Additionally, it’s important that you invest your money wisely. A lot of SMEs spend a significant amount (perhaps when they can least afford it) on marketing material that don’t add value or give you a good ROI. Conversely, don’t just go for the cheapest option as it may not be a good way of communicating your brand. You need to find a middle ground that works for you and generates leads and sales.

Getting back to marketing basics

It’s important to take a step back and review what you’re doing. Ask yourself some questions – and answer them honestly:

• Do you know what marketing is currently working for you, and what isn’t?

• Are you reaching the target audience you want?

• Where are your leads coming from?

• Are the leads you’re generating the type of leads you want? I.e. do they buy from you?

• What are your competitors doing?

Marketing planning

It is critical to have a plan. It doesn’t have to be a mammoth document or anything fancy – a one pager will do the trick if you’re a small business. A plan will keep you on track, and setting objectives will enable you to measure your progress. Always keep your objectives in mind – for example, if you’re offered a full page of advertising at a tempting price but advertising isn’t part of your plan, ask yourself if it’s really right for your business and could generate sales before you say yes.

Invest in marketing experience

Sometimes it’s best to learn from people with knowledge and experience. I can help you by reviewing your business and the direction it is taking with you in a full day for a 1-2-1 workshop. I will tailor the day to suite your needs and business requirements but it can include exercises such as a SWOT analysis (strengths, weaknesses, opportunities, threats); a tone of voice review; an analysis of your branding and messaging; and audience profiling. We’ll also look at your plans, pricing, competitors and more.

If you’d like to book a workshop, drop me a DM or contact me.