In previous articles we discussed the importance of good goal development. Goals are the backbone of any business. Some companies use their size as an excuse for not formalizing this fundamental aspect. Precisely, small companies due to their size and greater risk, must pay greater attention and develop objectives that are as realistic as possible.
Another aspect that is rarely attended to is the Marketing Plan. According to a latest study, more than 65% of SMEs do not have a Marketing Plan., and if more rigorous criteria are applied on what a Marketing plan should contemplate, it would amount to almost 83%. Most of those responsible for companies recognize that this plan is improvised according to the state of sales.
Interestingly, if sales are not on the right track, this budget is the one that gets drastically tweaked in the first place.
A good number of SMEs do not have a department or person in charge of Marketing. It does not consider this service a priority. In the same way that it does not question that the accounting, labor, legal services of the company are external to the company, communication and marketing fall under the nature of the so-called third concerns.
This issue has an important corporate culture component. Marketing is a relatively new discipline for many companies and wildly unknown. Most companies do not link marketing as a powerful tool in increasing their sales and brand image. The strategic orientation of the business, likewise, is, in most cases, related to economic aspects rather than to strategic marketing approaches.
The new generations and the business successor increasingly bet on this important pillar in the evolution of SMEs.
Adequate training and information on the importance of marketing as a competitive tool in companies is vital to put ourselves on the same level as, for example, our French and Italian neighbors.
Fortunately, the belief that only large companies and large consulting firms can provide this service is falling into disuse. More and more small businesses and marketers are helping to break this myth.
Now some tips:
- Avoid all those companies and professionals who are not able to demonstrate their experience in this field Do not implement any plan in which you do not firmly believe Prepare a formal, written plan, communicate it and follow up regularly Once the decision has been made, do not change course constantly, Be patient, the results will come. Regularly evaluate the results and "hot" propose improvements for the next year. Demand maximum involvement in the plan from the companies or professionals who advise you. Go for new formulas, look for differentiating elements that your competition has not yet have launched.
Ultimately, put your business at the forefront of innovation and efficiency. Some of the marketing actions are much cheaper than you might think.
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