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Milk, markers, mopping… marketing?

by Chinny Ogbuagu | August 12, 2013 | No Comments

SMB_digitalIt’s a tough environment for owners of small and medium sized businesses. They have a very personal investment in making it a success but that passion and drive can also mean they are covering a lot of different tasks and responsibilities to keep it ticking over. If you’re juggling everything from customer service to business strategy it can be very hard to prioritise.

Most people will agree that marketing is a key part of maintaining and growing a business but other responsibilities can get in the way. That’s why we’ve launched our Small Business Superhero campaign – to find out the state of marketing in small and medium size businesses, the impact of this and tips on making marketing work harder for you.

The results

The first of three series has just been launched and the research reveals that a desire to succeed can result in small business owners failing to prioritise business critical processes:

  • They’re juggling an average of seven different roles on a daily basis which they struggle to prioritise
  • When asked to list their daily responsibilities, 35% said buying the stationery, which came ahead of business critical disciplines such as marketing (32%) and top level business strategy (25%)
  • One in five small business owners are helping with office repairs, while 16% get stuck into the cleaning

When it comes to how businesses are marketing themselves, print advertising comes out top (40%) but encouragingly online is not being neglected with email marketing (37%) and Facebook (26%) appearing in the top five most popular methods. Mobile is also moving up the agenda – whilst 8% have a mobile optimised website, 49% say mobile is a part of their marketing activity.

Efficient marketing Starting and running a small business clearly requires huge investment of time and money and it often leaves SME owners spinning plates in order to drive it forward. However, business critical processes, such as marketing, don’t need to fall by the wayside as a result of this resource issue. There are easy-to-use, time efficient tools available at a low cost that help small businesses effectively embrace newer digital marketing channels as well as support the traditional ones – check out our pbSmart Essentials suite for a good example of this.

Inevitably, every SME owner will prioritise the wrong thing from time to time but it’s vital to remember the goals and to stick to the business plan as in the long run. This also means staying true to critical processes such as marketing, it will be of more value to your business then a sparkling clean office.

Next month we’ll take a look at the second series of our Small Business Superhero campaign which will reveal the cost to the UK economy of ‘forgotten marketing’ and you can take our quiz to see how well you’re doing compared to other businesses in the UK.

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