Tag Archives: Marketing decisions

Do you know what you don’t know?

Do you know what you don’t know?

Conscious incompetence is when you are aware of of what you don’t know. One of the keys in running a successful business is to be realistic about your skills, you can’t be good at everything after all. Outsourcing is important at this point as you hand over some aspects of your business to reliable professionals.

Richard Branson is well known for commenting “what I am good at doing is finding brilliant people,” and the trick of outsourcing is to choose good people. The problem arises when we have unconscious incompetence, we don’t know what we don’t know, as then we have no way of knowing if what we are doing is correct.

Good business owners are good at identifying their weaknesses and equally good at finding good people to do these roles.

If you are unsure of whether you can run your marketing campaigns in-house or whether you would be better off outsourcing your marketing, speak to us. We can talk through your business with you to help you understand your strengths and weaknesses and move forwards in a positive way. It may be that speaking to us confirms that you can run your own marketing in-house, or that you could run it, but it would be more cost effective to outsource it. Whatever the outcome, you will be confident that you have explored all the options and done the best for your company.

If you would like to have an informal, no obligation discussion about your marketing, call us today on 0121 222 5743

To see how we have helped another business owner with his marketing click below to watch the video

Mike Tombs is the owner of TLA Services an accountancy firm based in Worcestershire. Mike wanted to expand his business from just offering accountant services towards working more closely with businesses to help them grow, using his business skills to provide strategic business planning.

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Aardvark marketing Radio ga ga

Radio Ga Ga

Radio Ga Ga

What’s more important – visual or audio? In 1983 the rock band Queen released this single. It’s theme lamented the demise of the radio program, unable to compete with the new, brash and sexier medium of TV and, in particular in their pop music world, music videos. The theme of competition came up in the discussion this afternoon, when I was invited along to the Black Country radio studio. I took part in a live discussion on ‘marketing’ as part of the regular monthly business slot with Steve Parker and the host, Dave ‘Balti’ Homer. The challenge for many smaller local businesses is how to make their voices heard when larger businesses dominate the airwaves?
For many smaller busineses the managers are overwhelmed with too many choices and typically want answers to these questions:
Which medium is best?
What type of website do I need?
How much should I spend?
What does good value look like?
The existence of many forms of digital marketing, social media and more ‘traditional’ marketing methods often makes them feel fearful of getting it wrong and making expensive mistakes. New products such as marketing automation and web tracking appear to demand ever increasing levels of spending and yet this can dilute their efforts across too many channels. The end result is less effective marketing. Some owners feel that all marketing is a waste of money, others are fed up with being sold ‘silver bullets’ that fail to deliver the promised results.
So, how does a David beat a Goliath? The answer lies in learning and imitating. Big businesses invest in marketing, they don’t see it just as a cost, and they spend consistently on marketing because it works. Small businesses rarely take the same approach. A small business will typically neglect their research and most don’t have a plan in place. They have a tendency to dive into marketing activity as a spur of the moment decision, and often neglect marketing when they go through a busy period, rather than sticking to their plan for the medium and longer term. You can compete with the big guys if you adopt some of their thinking.
Here are our top tips
Define your overall marketing strategy – where are you going and what route will you take?
Understand how your customers/future customers behave
Plan how and when are you going to reach your customers
Implementation – did you stick to your plan and did it work?
Review and refine your activity – what did you learn and what can you improve?
All these steps involve taking more time to consider and to think. This afternoon I illustrated this point with an iceberg analogy. We tend to think of marketing as the stuff we see around us – adverts, websites, social media posts, leaflets etc, These are like the visible part of an iceberg, standing proud above the waterline, and they only represent 10% of the iceberg. For successful busineses of any size the rest of the iceberg is more important. The 90% beneath the surface (invisible to the end consumer), is the planning, research, customer understanding, strategy and measuring. And finally, improving each time.

If you’ve done your homework, you won’t get bogged down in decisions about different media and whether audio or visual is best!

Happy marketing,

Still unsure? For a confidential chat about the homework bit, why not give us a call on 012 222 5743?

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