If you deem marketing to be something that only certain companies or industries need, think again. Marketing permeates every corner of the business landscape and every part of the globe, doing as much for some companies as any other effort to provide a high-quality product or valuable service. Reconsider including this element in your current business model if it has been consistently slipping through the cracks.
Having a firm marketing plan in place alleviates pressure to jump on the next great wave of advertising or promoting yourself. When you know what you can afford and how much things cost, you have a less foggy picture of your overall financial outlook for the year, both within and outside of the money it will take to promote your company. Knowledge is power, and this is never more prevalent than with people knowing about what you actually do.
Having a marketing plan also empowers you to be proud of what your business and its employees do day in and day out. It is a nice reminder of how well you do at your jobs and how much you are well-trained to help others. Empowering you and your employees to believe in the concepts you are promoting allows for a better and more well-designed plan on how exactly you will promote it.
Marketing does cost money, of course, but that money generally comes back with increased exposure and therefore an increased likelihood for new business that would not find you otherwise. And who best to increase that exposure than professional marketing agencies? Sure, the web has made self-promotion easier among businesses, but it also has changed the overall landscape of how a company markets itself. Without having a firm plan of what to do or how to market your business, you will likely be left in the dust as your competitors soar ahead.
And luckily, gathering and developing a marketing plan, either with a professional agency or through hiring a full-time staff member or entire team of employees, is not that hard to do. As long as you have a clear message that you desire to deliver and have the wherewithal to select a professional agency that has given you a list of past happy clients to chat with, you will be just fine. Better than fine, even. You may just need to up your workload since more business likely will be flowing in.