INTRODUCTION TO THE 12-WEEK MARKETING HEALTH CHECK: HOW TO OVERHAUL YOUR SMALL BUSINESS MARKETING IN 2020

We want to start by briefly outlining what the 12-week course will cover and how it can, over the next few weeks, benefit your business. There is no one miracle method for all businesses to market their business but in this, we aim to share the tips and techniques we have developed over a combined 20 years in the field of marketing. 

Toni – Over the last 10 years I have worked exclusively in marketing and grown my knowledge and expertise across a broad range of industries and business types and I have seen it change rapidly.

Over just the last 2 and a half years that I have been running my business I have worked with 8 different clients over as many industries, from education to sports, startups and established businesses with hundreds of thousands in marketing budget, and that’s not to count the other 10+ industries and markets I have researched and presented to. In just 2 years that is a lot of market coverage. Not meaning to brag, lol, but merely to illustrate that I have researched and compiled marketing plans for a lot of different businesses and figuring out what to do and what works, you learn a few tips and tricks, and even a strategy that you can use across all business types – but specifically the new businesses of today 😉 and that is what this program is about.

I look forward to sharing this with you and hope you can draw benefit for your business marketing and grow with us in 2020 

Without getting too technical, or giving you too much more info than you need to do this course, I want to quickly look at some basic key principles and marketing related tools and models used in the field in marketing, if you’re in marketing you may have heard of The 5P’s – Or sometimes 7P’s – of Marketing. These were traditionally Product, Price, Place, People, Promotion …and sometimes Packaging and Position or Process. You can read more about this here from the official Chartered Institute of Marketing. A brief summary of marketing and how it works or the McKinsey 7S, Porter’s Five Forces Framework for analyzing competition of a business, SWOT analysis, Push and Pull marketing, and lots of other tried and tested well-known marketing tools and models but the thing is these are usually Managerial approach models and they are still more about larger aspects of business strategy than marketing today, especially service-based businesses in the modern working world. 

So there are a lot of tools and models out there that are somewhat helpful and can get you thinking in the right directions, but otherwise hard to relate to and are more relevant to big business managers than the local butchers. In fact, after further investigation, I’ve found there’s a lot of talk out there on the relevance of these “marketing models” to today’s marketing and modern business world. Marketing models that have stood the test of time 
The big debate: Are the ‘4Ps of marketing’ still relevant?

99.9% of all private sector businesses in the UK are SMEs (less than 250 employees) – just 0.1% of enterprises in the UK have more than 250 employees. Add to that, that micro-businesses (0-9 employees) make up 96% of all private sector companies in the UK. In other words, this shows overwhelmingly that the majority of businesses out there now are people just like you and me, people who took the leap and went out on their own. There just doesn’t seem to be a good solid tried and tested model for addressing marketing for these people – us. 

As you can probably tell, I feel there is a need for a new small business marketing model, so this is mine, It’s based on a good old, tried and tested model establishing circumstance for investigation, writing, communication and circumstance, The 5 W’s, so it can’t be that bad lol and it works for us! 

When I started my very first business (a preschool at 22 years old) I found myself naturally referring to the good old 5 W’s theory/process of investigation and circumstance without even realising it to solve my business and marketing questions. The Who, What, When, Where and Why, plus the sometimes added additional (*essential*) How. But back then we were still talking distributing fliers on car windshields with baby seats at prime times and locations, lol. 

Many people will be familiar with this thinking process, so I would like to show you how you can easily apply this simple model to any business of any size – even the one-man-band sole traders out there – using this simple and proven technique of establishing circumstance. 

So let’s look at how this works…

The New Small Business Marketing Model

The 5W’s: Who, What, When, Where, Why (and how) 
Thinking about what naturally applies to marketing your business, most of these questions seem natural and helpful and you would have naturally addressed or considered many of these already. But, what I would suggest however is that in marketing the order is important, while the structure or order may work well in journalism or criminal investigation, in marketing it is key to approach these questions systematically especially if you are just starting out or a new startup. 

Who – Who should be the first natural consideration. 
“There is no point in developing a product or service that no one wants to buy, yet many businesses decide what to offer first, then hope to find a market for it afterwards. Successful companies find out what customers need or want and then develop the right product with the right level of quality to meet their expectations, both now and in the future.” – CIM https://www.cim.co.uk/media/4772/7ps.pdf

What – What is your ‘Product’? What problem does it solve? What are these people looking for, what do they need? 

Why – this is usually naturally considered before a person ever decides to even start a business. It’s usually financial or, in my case, physical freedom. It could be a dream or your sole way to provide for your family but what are your goals? What are you trying to achieve? Setting clear goals helps you focus your marketing and business strategy although these should be regularly re-addressed.

How – When and where are important, but to me, they sit under the all-important ‘How’ when it comes to marketing. The marketing P’s like Place or Price are more strategically used I feel to address larger business strategy and process rather than practical small business marketing although they can be useful.

‘How’ is the fun stuff, the planning that makes it all work once you’ve figured out the last three. 
How are you going to find and reach these customers? How are you going to promote and grow your business and product? And so on… 

Anyway, please forgive the slightly long introduction but *drumroll* these will be the topics for the next 12 weeks, each one in more depth so you can work on them through the week. 
Let us know how you get on!

​Please do report back on whatever channel you like using #NewYearNewMarketing!

The 12-week course will cover:

  1. Who are your clients?
  2. What is your product?
  3. Why are you doing this – What are your goals?
  4. How do you find and reach these clients
  5. Planning your marketing strategy/mix
  6. Branding basics
  7. Website essentials
  8. Social media marketing
  9. GMB (a little secret-ssshhh🤫)
  10. PPC/Google advertising
  11. Local Marketing
  12. Content marketing and SEO

The First of these posts will be published on Wednesday 15th January 2020, then every Wednesday following for 12 weeks.

​If you would like to get these posts and other useful tools directly to your inbox please sign up to my email list below.

**Please note this course is completely free and up to you if you would like to follow along over the next 12 weeks, all we ask is a like👍🏻 and perhaps even a share and you your feedback and interaction is always welcome!

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Authors

Welcome to our blog. The purpose of this blog is to help people to market their own businesses more effectively by sharing our knowledge, experience and useful tools. If you need any further advice don’t hesitate to get in touch or feel free to comment with any questions on the blog posts and we will get back to you with the best answers we can give.

Thanks

Toni and Sian

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