Why focus should be your first priority in your marketing

Posted on | March 19, 2009

I’ve developed marketing strategies for a lot of companies. When we start to work with them, one thing is almost universally true, regardless of industry. They all lack a focus in their marketing.

Let me state this very, very, clearly: Focus is crucial.

Does this sound familiar? You run your own business. Every day you think of your staff, how to get new business, cash-flow, bills, networking, clients, accountants…the list is endless. Then it comes time to getting new business. You know you need to do something, but what?

Most SME directors are pulled in multiple ways at every moment. Marketing is always a bit of a mystery, so they tend to jump on things as they appear. An advertisement here, a leaflet there.

So what do you need to focus?

Step 1. What is the best opportunity?
You need to decide which areas of your business are the best opportunities for growth. Take a long hard think about this. Don’t try and grow an area that isn’t profitable. I remember one client who spent over £9000 in one year advertising an area of the business that didn’t make any money. Why? His answer was simple: “Because we do it”. That’s not good enough. Decide what areas of your business have growth potential and focus on them

Step 2. Narrow your view
if you try to get 15 things done, the chances are you’ll only get a few done, and they will be done poorly. Narrow your focus to three or four areas and pursue them with diligence. I would rather see a business pursue three marketing initiatives in a year successfully than waste time and money doing activities every month.

Step 3. Assess, with patience
You have to track what you’re doing and what those activities are generating for you. Marketing isn’t a silver bullet. Most initiatives need time to develop. Don’t expect every activity to send your bottom line sailing, but be honest in your assessment of how something is working. Most initiates need exposure that a one-off won’t provide, so you need to think of marketing as a process.

It sounds pretty obvious, but by doing these three things, you’re much more likely to achieve the marketing return you’re looking for.

Focus is the key.

- Jordan Samuel Fleming

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