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The good, the bad and the ugly of Marketing explained …

Your marketing questions, fears and struggles answered when it comes to marketing your business now and into 2023 and beyond …

The benefits of Marketing – the good!

There are many benefits to marketing your business properly, consistently and with purpose, and these include:

Regular flow of leads and enquiries to convert via sales into your funnel or pipeline

Growing your business in a sustainable and mainainable way

Reaching the right people at the right time

Getting your messaging right so it resonates

Getting you, your business and your brand out there

Differentiating from your competition

Not leaving things to chance and being proactive

Achieving your goals and much more …

Now for the bad and ugly, if you dont do it.

What are your potential objections to Marketing?

You don’t think you have the budget – if you want to make sales then you need marketing. But if your concern is more cashflow, where can you cut back? Grants or loans to apply for? You need to speculate to accumulate as they say

You think your business doesn’t need marketing – you may not now if you are busy and with a healthy future pipeline, but you will do at some point. The best time to market your business is when you are busy as you don’t the leads immediately which is good, as marketing isn’t instant

You are doing alright as you are – imagine how much better you could be doing with marketing

Your marketing questions answered – HOW

How to know when your marketing IS working? – what results are you seeing? Have you seen a surge in your numbers such as followers, leads, calls, enquiries, referrals, Google analytics, sales and turnover?

How to know when your marketing ISN’T working? And when to quit that activity – if you are not seeing any surges or changes in your numbers or pipeline then maybe the channels you are using are not the right ones? Or maybe it is your timing or messaging/comms?

How much should I be spending on marketing? How much will it cost to market your business? – how many sales/how much turnover do you want to make? Then knowing your conversion rate, work backwards to figure out how many leads you need to equate to this sales target and therefore how much marketing you need to do?

How to avoid being repetitive in your marketing and content when strategising and planning? – using the same themes or repurposing content is fine, absolutely. Changing the image or # or video or headline can help you re use it. Think of all the services you offer and ensure these are covered off across all the channels and messaging copy

How to find out your why/your aim for marketing? – none of us business owners have much free time so you want to be confident that the marketing you are doing will work and has a purpose and a reason to be done. Don’t just tick boxes, market with purpose and with a vision and goal to achieve in mind

How is a strategy developed? There are 7 stages to Pinpoint’s comprehensive strategy and plan document.
Strategy – Objective Setting, defining the messaging, pinpointing a strategy, refining the target audience, developing the tactics
Plan – Implementing the plan and measuring/evaluation

How can I market your business? – we start by finding out what the business does, what you want to achieve, what are the current struggles, what is working and what isn’t. Then together we brainstorm and then narrow down the options to give you an answer

Should I market myself in a recession? – yes! Now is not the time to make drastic changes or cutbacks. Use the time to continue slow and steady and review what you are doing

The WHAT ifs of marketing

What does it all mean? – marketing is the thing/the machine that feeds the funnel and pipeline to then be converted into business by sales. It is not just the doing and the planning, but the strategy too

What should my marketing results look like? – set goals before implementing your marketing to you can cross check your progress in the weeks and months ahead. These may be financial, stats from the channels and more

What strategies are effective? – the channels and tactics will vary from market to market, depending on target audience, budget, timelines and so on. Experiment but use educated guesswork as well. And refer to your stats and reports to be factual as well

What strategies do the bigger companies use? – the same as the smaller ones! But sometimes higher costing channels like TV and Radio

What is a good strategy? What is a bad strategy? – there isn’t such a thing, as every business is different and what works for some won’t for others. But knowing your current status and your future target destination, will help define the optimum options for you

The WHICH, WHY and WHERE questions of marketing?

Why a plan is important? – fail to plan and plan to fail as the saying goes. Marketing fails if it isn’t done with consistency or clarity. Know your purpose, do it step by step, measure and review and you won’t go far wrong

Which marketing works best? – I wish I knew! Get to know your strategy and foundations such as your competitors, messaging, USP, goals and audience and this will form the basis of getting it right

Who writes a marketing plan? Who reads it? – the creating and writing of a plan can be done in house if you have a marketing manager or director, or more often, this is outsourced to a marketing consultant. Like myself. The internal audience eg the staff and team read it as well as the board and directors who will implement it across their teams. External marketing suppliers will also benefit from seeing it

Where to start with a marketing plan? – get back to basics. Work out who you want to talk to and what you want to say to them. Then create a plan of who will do what marketing, when and where

When in the marketing process does a plan come in? – ideally at the beginning of starting a business or when the business is in a situation that needs change or wants to see growth. A plan though is for the life of the business, not a one-off document. It is a living document to be reviewed and added to and amended consistently

Can a plan help my business? What happens if you don’t have a plan? – yes it can help. It can help ensure you make informed decisions, that you are guided, that you reach goals, that you achieve marketing consistency, and so you remain on track and on budget. There are many more benefits too. And if you don’t have a plan, you run the risk of getting overwhelmed, making poor decisions, overspending and wasting time on the wrong marketing for you and the business!

Market your business to success with a personalised Marketing Strategy and Plan. Find out more