SMBs must plan marketing campaigns thoroughly

Wednesday 24 April 2013

Customer service

Effective planning is all-important as small and medium-sized businesses (SMBs) strive to make the most of their marketing budgets, it has been claimed.

Mark Asquith, marketing director at design and marketing studio DMSQD, told Guardian Professional that it is important for SMBs to do their research.

He said firms need to look at what their competitors are doing, but also think about the characteristics of their target audience.

"How do they use the internet? When are they online? What are they looking for there? Develop a thorough understanding of the people you want to trade with and the issues they face," Mr Asquith urged.

He advised companies to look at the networking sites their targets use, as this may offer insight into the way they wish to communicate.

Mr Asquith told the newspaper that it is also important to set objectives for every bit of marketing they do, and measure the success of their campaigns.

As an example, the success of an SMB website can be measured in terms of the number of leads it generates, or even direct sales.

"Don't be shy about rapidly assessing and amending things in order to keep on track for your objectives - measure, tweak and measure again," Mr Asquith stated.

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