Marketing is one of the main business functions, which now more than ever has been given the weight it has always deserved. The reason I am focusing on marketing in a general form is because of a frank discussion with a group of owner/managers. The discussion came about due to a simple question I put to the group – what comes to mind when you think of marketing.

The answer – fear. This answer came from a young entrepreneur who has been in business for a number of years. Her explanation of this fear came from the time and money that she indicated she really didn’t have. From her comments came a deep discussion about SME owner/managers and their negative association of marketing. My defence as a marketing advocate:

• It is an investment not a cost in every sense.
• It is something to be done on a regular basis not just when things are bad, sales are low, or your customers are moving to your competitors.
• It is as important as you doing your accounts!
• Assumptions are dangerous. Don’t assume in business. Not everything is as expensive as you think.

With this defence I received a warmer return from the group but they needed more. How would they begin transferring their thoughts? Where would they begin? I offered some advice that I felt would get them on the right track.

• Do a little research. Market research is an important tool that can be used to make informed business decisions. Remember information is power. How do you get information – gather it through books, websites, reports, your customers, suppliers and so on. Depending on your requirements SMEs may conduct it informally or formally. What I would suggest is to first simply observe. Observation does not cost. For example watch your customers use your product /service.
• Networking. The most rewarding marketing tool – I‘m a big fan! Get your message out their while meeting people and helping others. Being an entrepreneur can be a lonely journey – meet other people in the same boat. It really helps. I can vouch for that.
• E- Marketing. Last but certainly not least. This is one of the most effective and efficient forms of marketing today.

- Embrace ‘Linked In’. It is a social medium that can be used to network on line. Also remember to collect testimonials through it! A tried and tested way of gathering those important reviews.

- Facebook and Twitter – what suits you? Maybe both. Maybe not but remember these tools give you access to thousands of people. Remember to keep focused and connect with your target audience.

- Websites – do you have one? Why, why not? What do you do with it? Does it reflect your business, your brand, your business model? These are questions I put to each owner/manager and ones that should be answered truthfully. Maximise the use of an investment you have made. If you don’t have a website, review your choice and really make sure that you are not missing out on communicating your business 24/7. 

I left the group with this thought:

To succeed in business, you need cashflow; to get cashflow you need customers, to get customers you need to market your business. Start looking at marketing your ticket to success. One of them at least!