If you were hard-pressed to make a marketing flow chart for your business, how connected would it look? Would it dead-end at missed opportunities? Or do you feel fairly confident you’re getting the most out of your marketing efforts – paid and non-paid?
What I’m suggesting here is that there are missed connections and opportunities abound for most businesses. There are a host of factors at play including resources (time, money, people power (internally and outsourced)), timing, planning, knowledge of communication mediums and access to these platforms paired with and understanding of technology (i.e. social media, analytics and web dev tools).
This translates into numerous barriers when carrying out a comprehensive communication approach. Given the vast skill sets needed, typically no one marketing person at a company can fulfill them — unless of course they are well-versed in online programming, graphic design, social media, brand championing, writing, networking and public relations and actually like doing all of those things.
Where it seems to break down for small businesses:
1. Business owner has unrealistic expectations of the marketing person (too many varied rolls and unclear direction on priorities)
2. There is limited access to in-house resources or limited funds to outsource to gain in-depth knowledge in highly specific areas (like SEO or public relations) or basic best practices (i.e. social media accounts)
3. The marketing person is too tied up in day-to-day internal communication efforts and has no time to repurpose or share this content externally, it’s not a priority
4. A business owner is outsourcing IT and graphic design for example, but is doing all of the management of both/multiple parties and the projects and content are not syncing up as they should — highly inefficient.
What if you sat down and looked at where your business fell short. Where are the gaps? What skills sets do you need? What if one person (two at tops) could handle the full scope of your marketing needs?
I’m working on answering that last question. I don’t claim to have all of the skill sets listed above, but I do know how they work together to effectively and efficiently form a complete plan. One of the first things I recognized when launching SparkTrack was the need to pair with someone who has complementary skill sets to provide this full package. We’re talking brand and business development, web development, graphic design, writing, social media, video, events, networking, public relations and leadership coaching. I’m in the process of putting this type of one-stop marketing shop together. Exciting stuff.
Appealing or no? Pros or cons from the small business owner perspective?