Many B2B companies fall into the same problems as regards their marketing. Their marketing has often developed as the company has grown, and has not been planned out rationally, but has been added onto at various stages by different individuals. That is not say that each idea was not a good one in its own right, just that they have been collated with little or no strategy. Effective marketing will help to drive your company forward, so it is worth spending the time creating a good sound strategic plan, and then breaking that down into component parts which can then be given to different team members, so you could simply outsource.
The problems arise as follows:
Often they will have a loose assortment of activities – pick and mix marketing, not based on any coherent structure, but rather selected at random. This results in a lack of strategy and direction in your marketing.
Repeating the previous year’s activities. Though this is not necessarily a bad idea, it is if you are doing it simply because you don’t know what else to do.
Copying competitors, again this is not automatically bad. You and your competitors may have similar marketing strategies targeting the same areas of the market. If however you are just blindly copying your competitors it is unlikely to give you excellent results.
Spend increasing faster than return, if you are in this situation you need to stop and review what you are doing.
Little or no measurement, means that you have no way of understanding what is happening. If you simply try different things but never track them, you won’t be able to build up a picture of what works and what doesn’t. Not everything will work, but over time, with good measurement you will be able to work out what works well for you.
Hoping for leads and enquiries is all well and good, but if your only strategy is a hope strategy, then you are reliant upon people who stumble upon your company.
Creating a good marketing strategy will help you understand what works for your business. If you are struggling with your marketing call Aardvark Marketing Consultants on 01905 885 285
To learn more, watch the video below: