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Most people running small businesses admit that they can have a fairly inconsistent approach to marketing. It gets done when they have time or when sales are down and this creates a feast or famine situation - you're either doing well or you're scratching around for business.
So what can you do if you're a small business without a dedicated Marketing team?
Well, the answer is to systemise your marketing and even your sales process. This isn't as complicated as you might think. I'm guessing that you have certain sales and marketing activities which aren't really unique. For example someone visits your website and is interested in getting more information so they send an email to the address on your 'contact us' page. Either you or one of your staff has to reply to the email attaching a brochure and then remember to follow up with them to find out whether they are likely to buy from you. If they do decide to buy then you'll have to process the sale and if they don't decide to buy on this occasion someone has to remember to contact them again at a later date.
This could all be automated.
The bottom line is that if you do any marketing activity more than once you can probably automate or part-automate it.
Many marketing software packages enable you to do any of the following:
Capture people's contact details and add them to your opt-in database
Automatically send an email to them with the information that they have requested
Follow up with them to see whether they have any questions
Email them with your latest offers
Send out a sequence of emails at set intervals telling them more about what you offer
Suggest and up-sell additional items when customers are using your shopping cart
Automatically unsubscribe and subscribe people
Schedule seasonal Marketing messages weeks or months in advance
And many, many more
If yours is a people-focused business and your customers and clients like to see who they're dealing with, you could record a video to share your sales presentations or to share tips with them. YouTube is filled with infomercials and demonstrations from lots and lots of businesses.
Automating your marketing can take some time planning, but it really is worth it if you can put in the time to do it now.
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