If your small business is experiencing a dip, direct attention to your marketing
Posted by Rebecca Blackwell on Sep 29, 2008
Jassen Bowman, in his article, The Fundamental Role of Marketing In Business, writes that, “More often than not, marketing is a back seat, tertiary thought that comes after their product/service and daily operations, if it’s even that high of a priority.” He goes on to say that, “….marketing encompasses all the activities that seek to identify what consumers want and how to promote and deliver those goods and services.”
Let me restate that: Here’s what marketing in business does - it identifies what consumers want and then acts as the conduit for which they find what they want and purchase it, equallaing sales in your business and ultimatly the acheivement of a successful business.
If that’s not all important when things are slow or difficult, or when you are just starting a small business, I don’t know what is.
If you are to survive your Dip, you must work to acquire good marketing skills. In fact, when business is slow, working on improving your marketing is the absolute best thing to do. Marty Foley identifies being skilled at marketing as as one of the most important skills an entrepreneur can have. In fact, when it comes to the success of your business, marketing is everything.
As Marty Foley writes, “The world can not and will not beat a path to your door to buy your “better mouse trap” if the world doesn’t know about it. Regardless of what business you’re in, marketing is the tool used to present the solutions that your products and services offer to the rest of the world.”
Well said.
I have found that many small business owners have a hard time making the time to work on increasing their marketing skills. There is too much “work” to do.
Our best small business advice is this: Acquiring knowledge about how to reach your customers is the most important work you can do if you don’t have enough buying customers!
Make a commitment to expanding your marketing ability. Read, test, try, join a mastermind group, find a mentor, whatever. But learn and act, and learn some more. Your successful business depends on it.
