We come across a range of clients from sole traders right up to large, multi-site International organisations with 100s of consultants. Whilst the biggest of those will almost inevitably have a dedicated marketing manager or team, and the smallest are often entrepreneurial by definition, the large space in the middle doesn’t always have a dedicated marketing function.
This post is a little marketing primer for non-marketers. Whilst we’re certainly not perfect in that respect, we do have a couple of dozen years of marketing experience between us. We know what we should be doing (even if, like you, were usually too busy to do it). But what should you be doing with that mythical ‘spare time’ for developing the business?
We’ll try to draw a distinction between newer style, ‘inbound’ marketing activities, as opposed to more traditional ‘interruption’ marketing — print ads, radio slots, trade shows, etc. You should definitely aim to do the kind of marketing that builds your brand ethically without annoying your audience.
It was easy to tell the good guys from the bad guys in the old cowboy movies — the good guys wore white hats. If only it was that easy in real life. White hat is ethical marketing.
These activities will do the most good with the least annoyance:
Most of these are about EARNING people’s attention, rather than INTERRUPTING them and adding to the general noise we’re all surrounded by in working life.
A non-specialist can only do so much, but do keep feeding the machine.
www.hubspot.com — useful blogs on anything from writing meaningful mission statements to the ideal length of YouTube videos
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