Why your business needs marketing

Even if your small to medium business doesn’t actively ‘do’ marketing, it’s likely that you’re involved in selling, advertising, promotion—activities that fall under the marketing umbrella. So if you are already ‘doing’ marketing, what’s the problem? The issue is that not realising that you’re ‘doing’ marketing makes it less likely that you can repeat the activity consistently over time.

It’s not such an obvious problem when your business is very small, but marketing ‘off the cuff’ (or on the fly) becomes less feasible as you grow. Applying a simple marketing framework enables you to identify which activities are effective and under what circumstances. You can then plan to use them again when appropriate.

If you are in a SME, the chances are that you are already carrying out more marketing than you think. This is because marketing is often seen by small businesses as equivalent to selling, promotion and advertising. In reality, it covers a much broader range of activities, many of which small businesses do without calling them marketing.

Think about what you do. You probably make a particular effort to know your customers well. Your instincts tell you that getting to know what customers want on an individual basis, and providing it, is what will keep you in business.

You know that you can’t stand still, and that you need to improve and extend existing products, and sometimes develop new ones.

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