SalientMG is a strategic marketing firm that works with companies to define its critical salient points. Once identified, these points become the foundation for their clients’ growth strategies. SalientMG counsels companies at various stages of market penetration, seeking to expand solutions into new markets, pursue new areas of revenue and claim a market leadership position. SalientMG’s clients include everything from small technology startups to large companies. Mack McKelvey is the CEO of SalientMG and gives five key points to understanding the role of marketing in business today.
(Photo courtesy of Mack McKelvey)
Marketing is not a nice-to-have…
It’s a must have. From establishing market differentiation, to better understanding customer personas, to building the necessary tools to drive leads, convert and retain customers; all businesses must have foundational marketing strategies in order to grow and sustain that growth.
Marketing can and should be a strategic weapon.
With the right strategy and tools, marketing programs can help a business vastly increase market penetration. This should include an email communication program to regularly engage customers and prospects. There are many tools like Hubspot or Marketo for businesses that require heavy lifting or even MailChimp or Constant Contact for businesses with more basic email communications needs.
Social media is not enough.
Many companies believe that one or two articles and some social media is all they need to maintain industry visibility. Generating awareness is only one small piece of overall marketing, and although digital platforms like Facebook and Twitter have made it easier to push out messages, building and nurturing a relevant community is more important than sporadic outreach.
Do your homework.
Marketing is like any other spend — you get what you pay for. Businesses need to research marketing costs; then budget accordingly. Also, note that a one-time spend on marketing will not glean any major results for a business; marketing should be worked into the fabric of day-to-day business.
Do not waste time or money on advertising, unless it’s tied to ROI.
Small businesses, particularly consumer facing businesses, should consider spending in search and social media. But this tactic should only be considered once a marketing foundation is in place so that a business can measure the effect on business results.
This article was written by Robin D. Everson for Small Business Pulse