When owners start a home improvement business they typically plan and budget for things like lead generation, computers, office supplies, employee salaries, rent, equipment, electricity and phone costs. You need these things to have a viable business. However, there is often no plan for marketing. This translates to – there is no budget for marketing, particularly when it’s a smaller company.
Marketing should also be in that category of “must-haves” for both short and long term success of the business. The problem is often a resources issue. Can a business afford a full-time or part-time employee to do marketing? Can they afford the costs of things like a website, SEO, advertising, social media and all other communication initiatives to “get the word out” about their company? Or can they afford to do it themselves?
As you plan your business, it really is important to make marketing a budget and planning item in the overall plan for your company. Do not make the mistake of considering marketing a “nice-to-have” item but make it a vital part of your operation. There is no doubt that your competitors are making their marketing initiatives a priority. You do not want to fall behind others in your industry and then, find yourself playing catch-up. That is never an effective marketing plan!
Here are some things to think about and prioritize for your business:
An equally important part of tying all these marketing initiatives together into cohesive marketing efforts is combining both traditional and new marketing methods, finding the perfect mix for your company. Remember – no two companies will have the same plan and same mix in order to be successful.
These marketing elements only skim the surface of the importance of marketing and marketing planning. But having a plan, outline or roadmap is a great place to start and a great place to continue to build upon.
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