A recent birthday gift included a quote about the value of doing small things in a great way, rather than always striving to achieve great things. This reminded me of a number of conversations I’ve had recently with some of the SMEs I work with about how smaller marketing activities – well crafted to align with company values and purposefully targeted at the ideal client – are far more valuable for the long term than the perceived ‘marketing splash’ that they had in their head, which they had worried would seem out of character for them, and which they had been concerned about resourcing and financing.
And, by the way, I do so detest that phrase – being a keen swimmer I know that ‘she who makes the biggest splash does not win the race’- it’s all about making consistent, well-paced strokes, each one in line with the one before.
As well as offering fresh ideas and new concepts, building a coherent marketing strategy involves lots of small activities which can have a big impact. Here are just a few ideas:
- What does the business already have in their marketing armory that can be repurposed/ refreshed/ re-aligned to new company goals/ activities/ ideal clients?
- What great things are already going on in the business that could be used for story telling and brand trust and engagement?
- How can a spotlight on previous company events/ milestones/ successes be used as a platform to highlight business progression and heritage?
- When were product and service descriptions last updated? And could fresh re-workings of these be used for blog/ social media content
- How can client reviews and project case studies be used to offer potential new customers the confidence that the business’ products and services benefit ‘people like us’?
“Small opportunities are often the beginning of great enterprises”
Greek Statesman Demosthenes
