THROUGH A MINEFIELD
SIGNIFICANT CHALLENGES face marketers everywhere, more than ever before. Opportunities, too, but grasping them is becoming increasingly difficult. Smaller organisations with fewer resources are being hit hardest. For them, reaching out to customers across multiple channels, while keeping abreast of multifarious trends, must seem like running through a minefield. To underpin the effort, they need a strong in-house marketing team, whether or not working with external agency support.
The starting point for team building might not be obvious. To map out a way forward will be necessary to take a detailed look at current strengths, own up to weaknesses, recognise threats and improve market intelligence in order to identify profitable openings. Above all, address those weak spots.
Then you can move forward. You are likely to be looking for team members who enjoy working with others, rather than glory seekers or cannot-do-that procrastinators.
Small businesses need marketing practitioners who understand the culture and want to work with it, possibly making improvements, but without trying to manipulate wholesale change.
LIQUIDITY
A major straight-jacket is the lack of financial liquidity to hire and inspire. You will need a realistic budget and to make potential personnel aware of the constraints. They need to know what you can afford and what you expect for your investment.
Once appointed, detailed familiarisation and training will top the agenda. You will have to – want to – set out a mission statement and convert it into achievable goals within a structured timeframe, always with the flexibility to adapt to pressures from almost constant change. Tie the team into the business by adopting an information-led inclusive approach to staff relations.
Tangible results will be required, from quite early in this venture. Keep obtaining feedback and refresh the data. Be aware of, then make it clear to all concerned, where you are dong well and where improvements will be necessary.
REWARDS
It makes every sense to be generous with rewards, in kind and mind. However, be just as ready to threaten the wielding of a stick. Throughout, show the focused commitment that you want them to try to emulate.
Close the loop by the use of accurate feedback. Announce new or amended targets early in the cycle, but thread them with consistency. Everyone needs to know where they stand and the way in which to put the best foot forward.
As with pretty well everything in small business, the buck stops with you. There is no escaping. It is to all because of you. So, show your capabilities, both in notching up credits and coping with debits.
All of this should blend towards success in building a small but cohesive marketing team. Creating a group to help you harness the support of the many publics that can affect the future of your business: working together in the name of growth.
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