I was asked the other day to explain the role of a marketing manager. It is a good question because it has changed so much over the past few years. I love this Gartner map that outlines all the areas that a marketer needs to be across today.
Lets look at each section in turn.
Strategy – Understanding market opportunities, cultivating markets and customers, generating demand and awareness.
Marketing Management – Business processes and tools associated with implementing the marketing activities
User experience – the discipline associated with creating customer experiences that meet business objectives.
Analytics– the process of discovering meaningful patterns in data.
Creative – services and tools that supports the implementation of marketing programs.
Ad Tech– managing advertising through all the channels (web, social, offline, mobile) – targeting, design and bid management, optimising and reporting and automation.
Real Time Data – can now be provided by geotargetting and other technologies to assist us reach prospects on the fly
Search – to help get found and find things on the web.
Social– applications, technologies and environments that build social communities
Mobile – communication, applications and wireless devices (smart phones, tablets, portable computers)
Emerging technologies – new technologies that consumers are adopting, 3D televisions, solar cars, google glasses. Only very early adopters. 5% of the market.
So as I see it the role is enormous. In the coming years I see more experts being created around each area of expertise. The intersection between customer centricity, strategy and technology is my sweetspot. Learn more.
Identify your ideal customers: who are those people you serve best and love to work with. Focus on these. This template helps you narrow your focus and allows you to be more purposeful with your marketing strategy.
Marketing Planner template. Adapted from the Brandeo template to make more sense for small business this template will assist you in planning out your marketing activities over a 12 month period. When you need help you know who to call!
Content Mapping. This Barbara Gago Persona Mapping pdf is a great tool for mapping out your content strategy using the buying cycle and a persona profile template to profile your ideal customer.
Core Marketing Messages. This template assists you to write down your core marketing messages in a customer centric way. This copy can then be used on your website, brochures and other marketing materials.
Forecasting sheet I use to estimate the number of prospects and customer for a given period.
Design Brief is a template I use all the time to create clear objectives for a campaign to communicate with others.
For some of us learning is such an enjoyable part of our work. For others the status quo is all they can manage. When we think of our children the world they are going to work in is so very different from the workforce we now work in. Change is nano speed and so learning new things, exploring new ideas is now faster than every before. It is an exciting landscape but how do we stay on-top of marketing and managing our small business?
Join our Marketing Knowledge Portal for $1 per week and let us curate your marketing needs. All the tools and tips, templates and best practices. We do it because we love it, and you will love it because it saves you time and gives you access to some great learning to grow your small business. Learn more
The Federal Budget for 2015 has a lot for small business to get excited about.
As expected, the tax burden for small business owners – those with annual turnover under $2 million – will be lowered to the tune of 1.5 per cent, costing the Government $1.45 billion. For example, a company with an annual turnover of $1.3 million and a taxable income of $200,000 will be $3000 better off. According to the government, 96 per cent of Australian businesses will be eligible for tax relief.
For smaller, unincorporated businesses – sole traders, partnerships, trusts, etc – there will be a 5 per cent tax discount. For the roughly 1.7 million tradies, sole operators, partnerships and other unincorporated small businesses who don’t pay the 30 per cent company tax rate, the government is offering a 5 per cent tax discount of up to $1000.
To help small businesses invest in new tools or machinery the Government will provide an immediate tax deduction of all assets under $20,000. This can apply to as many items as you like ovens, coffee machines, lawnmowers while any assets over $20,000 can be pooled together and depreciated at the same rate. Small businesses can buy as many items under that amount as they like and receive that deduction on each one, starting from budget night.
To encourage businesses to employ young people, employers can access up to $6500 in wage subsidies over 12 months.
For start-ups, business registration will be streamlined, with one website acting as a one-stop-shop for setting up a business. Start-ups will also be able to immediately deduct expenses such as legal fees they incur when setting up a new company.
Fringe benefit tax on electronic devices
The Government is set to profit from overseas businesses supplying digital products and services to Australians, which will be subject to GST from July 1, 2017. This means that local businesses products will be more attractive.
Cheat sheet from ABC to answer more questions here.
At one stage as a small business it was possible to do your marketing in-house, much like you might do your book-keeping and manage staff. Now SMBs are outsourcing their marketing as the landscape has changed.
Here are some of the reasons: 1. Marketing has changed dramatically over the past few years and has become more specialised. It has become more technical with more areas of specialisation. Think of the landscape for today; google SEO, Adwords, customer databases, social media, event management branding, mobile marketing, marketing automation,PR, research,telemarketing and strategic planning. Each of these areas of marketing requires a certain skill set and so while managers can get there it is very time consuming and not a good use of the time.
2.The breadth of marketing touch points now reflect the buyers journey. Because our customers are using different tools and resources to find us than they once did (i.e. word of mouth and advertising before and now social media, websites, reviews on line, etc) our marketing needs to be where our customers are and this has created more marketing avenues to be ontop of. It is time consuming and almost impossible for a SMB manager to do this and run the operations of a business.
3.Customers do more of their journey without interacting with sales. THe role of sales has reduced and the role of marketing has increased because of customer behaviour. We do our research before we engage with a company we want to buy from be it buying a new car or health insurance. It is marketing job to provide those resources, tools and advice where the customers are looking and so content creation has become a big part of the marketing mix. Content is time consuming and these days also requires SEO and customer mindset to be effective.
4. Marketing has become more scientific as we have access to more data. From google, social media, email campaigns, forms, third party research we are now able to know more about what marketing is working and what isn’t and improve it month on month. We are also able to see what our customers want and adjust on the fly. The issue is most SMB don’t have the time.
5. Having a cohesive marketing approach is more important than ever before. We have all been to that website that has a post that was done over 12 months ago, seen a logo on a business card that doesn’t match the letterhead or gone to search a person on LinkedIn not to find their profile. Having an integrated marketing approach is critical to gaining trust and a consistent profile and marketing approach is now more visible.
6.If marketing is not your core business outsourcing frees you up to focus on what you are good at. Outsourcing can be a fraction of the cost of hiring a full time marketer and many times they might not have the core skill set that you need in all the areas of marketing. This variable cost of outsourcing means you can plug and play as you need but still have that expertise. Outsourcing also allows you to step away from the tactical and use your business knowledge on the insights that your marketing expert provides to assist you to make better marketing decisions.
7.While it might be tempting to off-shore your marketing make sure you have done the cost V benefit analysis. Some of my clients have gone down the path of odesk, glance, freelancer and alike to outsource their marketing. The regular response I hear is that the time it takes to manage this resource is making the low fee seem irrelevant. So while we are not limited by geographical boundaries any more and we can access any resource, finding someone that you can communicate easily with, understands the local business environment and has the experience will save you time and money. Keep in mind some functions of marketing are make more sense to outsource and others don’t. Even as a marketer I outsource writing, design and SEO as these are highly specialised skills.
8. The key reason for outsourcing to a marketing professional is growth. If you want to continue to grow your business you need a marketing plan and continually be implementing in good times and bad. Marketing has shifted in importance as a lead generation tool and with sales being less influential in the customer journey, marketing has shifted into top gear for many companies.
So it might be time to think about your business model and what you spend time on day to day. If it is doing marketing in when you can and you don’t have the expertise then it might be time to change. If it is not at all and you have ignored marketing, maybe be it is time to rethink that strategy. If you hate marketing but you recognise it is important in generating new business talk to us.