The marketing list
Marketing covers brand, positioning, PR, website, digital, social media, campaigning, insight, research, communications, customer engagement, thought leadership, content, publishing, advertising, exhibitions and lots of follow up on leads. Phew! Quite a lot then. So where do you start?
Marketing evolution
There are distinct marketing phases that organisations go through. Focusing on the right marketing at each stage brings the best and brightest results. Panic ‘do everything’ marketing never works!
The evolutionary stages of marketing
New businesses – when you start off it’s really about creating a great website and building a client base, plus dipping your toe in the social media ocean. You’ll be wise to invest 5-10% of your time to marketing as you are unlikely to have much of a marketing budget. See the free Miracle Marketing guide for small businesses.
Growing business – the growing organisation is normally going great guns but suffers from a lack of time; everyone is just way too busy doing the day job. Leaders know they need to focus more on their marketing but they’re not always sure where to start. This organisation benefits from some positioning work, a bit of a plan and the muscle to put it into action.
Bigger beasts – more established organisations are likely to have the key marketing elements in place but they can sometimes find that things have grown a bit tired. It’s not particularly anyone’s fault, it’s more about getting weighed down in the day-to-day marketing. This company needs an injection of marketing zest and creativity!
Moments of crisis – there will invariably be the odd moment of marketing crisis. Some key members of the marketing team have left or there’s an urgent campaign to launch. The business urgently needs an expert pair of marketing hands to hit the ground running.
