Marketing as a profession is under a bit of pressure. Books like “Brandwashed” and “The old rules of marketing are dead” paint a bleak picture. Marketers are nasty and don’t know what they are doing.
On SmallBusinessCan there is quit a lot of discussion (and we’ll be discussing this further at our first Business Achievers Live Event) going on about marketing. Here are some of the snippets:
Marketing or sales?
A classic (still) is the question whether you prefer a marketeer or a good sales person. My personal view is that a good sales person is worth 10 marketers.
We get a lot of questions about social media:
- the use of video
- how to use Facebook effectively (just because you have lots of likes, does not mean you are going to sell more)
- has the emperor no clothes on (twitter, facebook, interest, linkedin)
If you are not very, very, VERY clear on what you want to achieve with social media, you will be wasting a lot of time. It is NOT a replacement for sales and is in its essence a support tool. If you product or service is very good, it is word of mouth on steroids.
E-commerce, designing your website, app or website?
As with social media, you need to be clear on what you want to achieve. I would maintain that most businesses have an e-commerce element of their business model. If it is not on the buying side, it is on the purchasing side. If you can, you should. Anything that can go digital, will go digital. Opening the company to a digital market place (and to global competitors)
You can’t beat good target marketing, with the right way of communicating, which could (should?) includes all the classics, such as DM. leaflet drop, sales visits, cold calling. “Classic” tools might have higher cut through than the noise of social media. Relevance is everything (at the right moment, in the right channel, with the right media, in the right context)
Cloud, social media, software and systems
It is now possible to integrate these into sophisticated dashboards and run your business from a smart phone. How good are SMEs at this? Start-ups who don’t have legacy systems are, but the over 35 years old owner manager is struggling. It will be essential for business survival.
All this and more will be discussed with some cracking businesses and experts in Belfast on Monday and Derry on Tuesday. You are very welcome to attend. Register for your free place here.