Since the start of the year, we have been exploring Simon Sinek’s ideas around how business (and consequently marketing) can be viewed as an ‘Infinite Game‘. His ideas came out of earlier work he did exploring the value of having a clear vision about WHY you are in business and how this knowledge can help drive your communication and engagement with your customers and target markets.
Perhaps unsurprisingly, this line of thought has led me to reflect on BSA. Why are we in business? What is our vision?
I have said many times that despite running the business successfully for over 30 years, I have never felt I have a good ‘elevator pitch’ for those networking moments ‘So what do you do then?‘ This has been an abiding issue – not least as a marketer who is supposed to have this stuff off-pat!
Maybe considering ‘WHY ‘ I am in business, and how this defines my vision for BSA, would help solve my conundrum?
The BSA Philosophy
I started by reflecting on our philosophy. I am comfortable with the ideas of Peter Drucker that marketing is one of the key elements representing the essence of a business. Furthermore, I recognise how many business owners can struggle with trying to integrate sustained marketing as part of their own business.
We believe marketing should be at the heart of every business and our role is to work with clients to help make this happen. We also appreciate that technology is a key feature of SME marketing yet too often, this technology is seen as a solution, in itself, rather than simply a tool to help drive marketing. Consequently, a lack of understanding of the technology ends up as a barrier to – your marketing.
This barrier can be reinforced where a company’s marketing is managed or supported by people/suppliers who are technologists first and marketers second.
Our aim is to help address this lack of understanding, appreciate technology as simply a tool, a means to achieving a goal. Then refocus onto that core goal of effective marketing.
All businesses have a ‘sweet spot’ target audience and primary marketing focus should be to engage with this audience.
This philosophising is all very well but there is no question that practicality is at the heart of what we do. We acknowledge that trusting someone with your marketing is a journey and that every journey starts with the first step. We have found that the best approach is to start with something specific. What this might be will depend on where you are at with your business. Over the years, there have been three ‘projects’ that stand out at starting points:
- A ‘Direct Marketing Project’ – target your message to a key audience – back in the day, this was often by telephone. More recently, email has become the preferred medium. In either case, this recognises that, as it has always been, marketing is about talking to people.
- Website (Re)Development – your website is probably your single most important marketing tool. It is where you can set out your business propositions for people to explore. Sure, skill in building websites is important (we have this) but actually, getting the marketing messages right is THE MOST IMPORTANT. It’s about marketing, NOT JUST technology!
- Website Hosting – if your website is your most important marketing tool, you should have control of it. At BSA, we don’t think of ourselves as a hosting company. We are marketers. Yet, we host the websites for most of our clients. Hosting a site makes it easy to access and use the site effectively – for MARKETING – with no technical barriers.
In each of the above, something happens. As a client, you see improvement. More contact with your market. A new website (built with marketing in mind). Access to your website easily and quickly to make it work for you as a marketing tool.
It’s about the marketing
In all cases, we apply our knowledge and understanding of the technology tools to drive a marketing objective.
Furthermore, the finite experience of an initial project gives us a defined platform to get to know one another. We can build a relationship – on your terms.
We have clients where all we do is host their website, but when they need us, we are there, responsive and ready to support. Alternatively, where appropriate, our relationship can develop into making marketing happen using our extensive marketing expertise and technical know-how. We help make business marketing work as a sustainable, controlled process.
Getting to why?
I started this article posing the question (to myself) of why I am in business. On reflection, I think the answer is simple. It might seem a bit cheesy, but I am confident it is true:
Why? : To make your business better & easier