Robert Zarywacz thinks businesses who maintain their marketing will thrive

A double-dip recession would be far more interesting for the media than a sustained recovery.

This was evident on the day when the Office of National Statistics published the third quarter 2010 UK GDP figures. Many commentators had been almost rubbing their hands with glee as they predicted 0.4% growth, only to retract their words when the actual growth was double their predictions at 0.8%.

Success is 50% sentiment . . .
Unfortunately, sentiment is very powerful and can raise or reduce confidence very fast. While government cuts will inevitably mean a tough 2011, it would be very easy to talk ourselves back into recession unnecessarily.

Conversely, we could just as easily talk ourselves into recovery.

There is no logic to fickle confidence.

. . . and 50% hard work
But, as everyone in business knows, talk doesn’t run a business: hard work is needed for that.

And marketing is one area which needs to work hard for any business wanting not just to survive, but to thrive. It also tends to be one of the first activities to be cut when businesses need to reduce costs.

While cutting unnecessary costs and improving efficiency are desirable, this does not have to be at the expense of marketing, which is the fuel powering the engine of a business. There are many actions a business can take at little or no cost to keep its marketing effective.

Essential actions
> Is your marketing material current? It should be easy to update your web site, especially if you use a content management system to add or change text yourself.

> Are you using public relations? It can be as easy as picking up the phone to interest a journalist when you have a good story to tell.

> Are you publicising your successes? Many businesses sit on material that could make powerful case studies.

> Are you using social media effectively? Just changing your status once a day on LinkedIn or facebook or posting five tweets a day on twitter can help keep you in front of your customers.

Keep on marketing
Whether you have a budget to buy professional services or you manage your own marketing, this is just a small sample of many marketing activities that can generate more business.

BUSINESS ACTION
> Keep your web site up to date.
> Contact the media with interesting ideas for stories.
> Publicise your successes.
> Use social media little and often.
> Follow NDBA members on twitter, facebook and LinkedIn.

Robert Zarywacz
t: 01271 879100
e: rob@z2z.com
w: z2z.com
twitter: @robertz