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Would you employ a bricklayer to lay out a market stall?

As a business owner or marketer, it’s important that you spend your budget wisely and promote your business in the correct way to maximise your sales potential as well as your competitive edge.

In developing ancient civilizations the Egyptians used papyrus to make sales messages and wall posters. Wall or rock painting for commercial advertising is another manifestation of an ancient advertising form.

In today’s modern marketplace we have an infinite amount of ways of promoting our businesses, starting at conventional posters and mailings to more modern social media and website advertising.

So, what’s the point in this back story?

We’re increasingly asked for help from clients, where they’ve either invested money in a new website or into a social media agency and it’s just not working for them. When we delve into what’s wrong we very often find  a number of issues, and often, they’ve gone for a low budget option.

So why does this happen?

It’s not always the original vendors issue – they are more than likely good at what they do, however, modern marketing and PR is all about the strategy and big picture thinking; The integration.

There needs to be consideration into all channels being used. Then all messages that are being communicated, as well as the desired outcomes needed from each channel.

It’s not all about selling, it is about engagement and retention of customers as well. It’s also about skillset. Someone may claim to be good at all aspects of marketing, PR, social media promotion and web design, however, actually being proficient at all these things is a rarity. You also need to ensure that you invest in the right people. If you employed a bricklayer to layout your market stall, you probably won’t get the right results! Web designers will probably build you a really good-looking website, but it might well not be optimised to its full potential.

So, what’s the answer?

First of all, you need to decide what the outcome of your marketing activity needs to be, for example: Is it to grow your business; Become more attractive as an employer; Grow your reputation within your local area? These are just a few of the outcomes that can be achieved – as you can see, it’s not all about the direct sales.

Secondly, when do want to achieve your goals by? This is important as this will help you to decide your budget. The quicker you want to achieve your goals – the more it may cost.

Third and most importantly is the plan. Planning timelines, messages and most importantly the measures. Using a project management tool will help with this.

In summary, it’s difficult when you’re trying to get the balance right, but we can help. We are always happy to meet for a coffee with any business leader that’s starting or reviewing their integrated marketing and PR journey. We’ll help you to ensure that you have the right skills, for the right role and help you to set your stall out for your future success.

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