Bev Cook, Managing Director of Nottingham’s Simple Marketing Consultancy, explains why in today’s multi-connected and multi-channel world, it is more important than ever for businesses to be marketing led.
Technology is enabling competitors to challenge for business in ways that were previously not considered. Sales are at risk not just from direct competitors, but also from disruptive brands who come in with new concepts and simply blow the market to pieces by giving customers a whole new offering. Just think how AirBnB has affected the hotel sector or how Netflix destroyed the market for Blockbuster, or how the demand for recyclable products is changing the world in construction.
In 2017, Marketing Week published a list of the top 100 disruptive brands, it included a plethora of B2B disruptors. This illustrates how vital it is to be marketing led and in touch with buying trends and new threats.
To not have a marketing plan which enables you to stay at the forefront of mind of your customers and prospects on a regular basis will eventually lead to a gradual decline in sales as your audience will become less engaged with you, making it easy for more proactive competitors to steadily chip away at your market share. This can happen whether you are marketing to consumers or other businesses in defined trade sectors.
At Simple Marketing Consultancy, our business model is to act as the outsourced marketing manager for family and owner businesses. The main reason we get appointed is because the owner sees that they are being pulled in every direction. The owner manager is wearing so many hats that often marketing is a secondary activity that is done when times are quiet. The consequence is a see-saw of new business enquiries that only serve to exacerbate the feast or famine sales cycle.
When we step into the role as the outsourced marketing manager, everything changes. Our clients have a clear strategy, defined target markets and a regular and co-ordinated programme of marketing communications that boost sales.
We ensure everything is working in harmony, from market research, email marketing, direct marketing, website SEO and content strategy, social media strategy, PR, events, to negotiating advertising and sponsorship deals. If we can help your business, please get in touch.