Who is responsible for small business marketing?

‘If you are in business; you are in marketing’.

A rare thing this – a cliché that actually has some value.

If you own a small business, then, like it or not, the marketing is your responsibility. But far from being a daunting thing, this should be empowering and motivating.

There are several important things to get right when it comes to small business marketing:

  • Consistency over time matters – so get the big decisions right first time.
  • You don’t need random ideas – you need good ideas.
  • You don’t need the latest thing – you need whatever is most relevant.
  • If you are in control of your marketing, then it can be more closely related to your business objectives.

So, yes you can outsource certain activities that support your marketing. Treating the whole thing as a separate entity however will always fail.

Presumably everyone works to a brief; hence the business leadership will directly impact upon what is delivered.

So, to get the most out of marketing, it has to be led by the senior management of your business.

A further thought … when you have a team of people, they are communicating with customers and prospects every day. They might as well be doing things in a joined up way.

You can’t fully control your brand but you can manage it.

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