It's a question I've asked many times during my career and it's usually in response to a statement like ' We should do some PR' or ' let's do an email marketing campaign' Marketers love ideas and people love to bring ideas to us, but just acting on ideas with no strategic direction is a risky course to take and particularly if you're an SME, large businesses tend to have both the resource and financial cushion to go off-piste but when budgets and time are considerably tighter business and marketing strategy have to work in partnership.
You'll already have a vision for your business offering a great product or service, standing out from your competitors and having satisfied customers or clients. As a result, you'll likely have some form of business strategy or goals you want to achieve but aligning marketing activity to these goals is often overlooked, and it's not because SMEs don't see the value in marketing but, rather that they're often too busy working in and running their business to really get to the core of what marketing activity will be best to achieve those goals,
But they know they need to be doing 'something'
This is where marketing activity usually just starts happening without much effect and it’s here that the ‘why’ question really needs to be answered and where strategy needs to be put in place.
Why do you want to do marketing activity at all? what are you trying to achieve in line with your wider business objectives as a result of that marketing activity? once you know the answers to those questions you can begin to address the different types of marketing and channels available and make educated and strategic decisions on how you’ll move your business forward through marketing efforts.
Asking why isn’t just for the beginning stages of your marketing journey, are you looking to introduce something new to your marketing efforts? Why? and if you don’t have the answer it’s time to revisit your strategy and ensure the activity being delivered is aligned to your overall business goals.
Your business and its' needs will evolve and your marketing strategy needs to support that so don’t be afraid to keep asking why.
Are you looking to introduce marketing to your business? Not sure where to start or how to align to overall business goals? Let's talk firstname.lastname@example.org
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