Is marketing a department or a priority? - by Chuck Sink

Chuck Sink, Chuck Sink Link

Why do all the most successful firms – those with top market share – always use sharp, crisp, custom images and elegantly produced content? Why do they pump money into creative services when customers just want great service and quality products? After all, improving your image doesn’t add any value to your end product but instead adds costs that your clients must ultimately pay for.

Invest in the surest investment of all – YOUR Company!

Market leaders don’t skimp on important work such as how well they communicate. Good business communications do not include kid’s stuff graphic design, even if it’s your own kid’s! Your text must be written clearly and professionally, understood precisely at the first skim of your readers’ eyes. It must come from an experienced perspective. Going amateur on content is a big mistake for your brand and will hurt your selling efforts as well.

If you’re fighting upstream to gain market share or bigger clients, you can at least look as good as your best competitors with a little investment in the quality of your marketing communications. There’s more instant credibility given to the company or brand that invests in itself to sustain growth. This includes consistent professionalism in all of its communications: websites, social pages, brochures, packaging, brand-product design, email, print, signage… It all has to sing the same quality tune so your potential customers will feel more confident about giving you their business.

Limited marketing budgets limit sales!

The total average for companies in the under $25 million segment is roughly 11% according to The CMO Survey published by World Market Watch.

I walk the talk. About 15% of my gross revenue is spent on marketing and sales programs (not sales compensation) which include my website, blogging, email marketing, social media, association memberships, networking and some advertising. My leads are inbound and closing deals with interested buyers is much easier than chasing potential prospects!

If you’re in a competitive market and struggling to figure out how to grow without spending more on generating quality leads, you might need to think differently about what “competition” really means. Maybe you need to double your marketing efforts just to get into the same arena with the top producers in your market.

Give your competitors’ clients a chance get familiar with your name and strengths so they consider you a good option when it’s time for them to make a move.

Chuck Sink is president of Chuck Sink Link in Contoocook, N.H.