Marketing in SMEs

Since its terminological birth at the beginning of the 20th century, marketing has been in constant evolution, and has proven to be useful in helping all types of companies to meet their objectives.

But often, when we think of marketing departments, we think of large multinationals, large companies with hundreds of employees and high turnover. But marketing is not only for large companies, marketing is useful for any company, regardless of its sector, size, turnover or number of employees.

Of course, you have to know how to bet on the right marketing that brings the most benefit to each project because not all companies have the same needs. Here we explain some guidelines to take into account so that your marketing is as successful as possible.

Sizing the actions

The first thing is to be aware of our position in the market. Our actions will vary (and a lot!) depending on whether we are the industry leader and should act as such, or if we are in a growth phase, if we are going to be conservative, if we want to take over the leading position and be a challenging company...

Defining a budget

Once we have studied our situation in the market, the next point is to know in depth our resources. We must know exactly what we have at our disposal at an economic level so as not to harm the viability of the company or other projects. Once we have defined our budget (it seems obvious but sometimes we forget it) we must stick to it.

Be realistic

The media usually show us the most successful marketing and advertising campaigns, those that we all see and think "I would like my company to do this too" but, usually, these campaigns have stratospheric budgets, as well as long term branding work. It is important not to be blinded only by what "we would like to do" because, as Voltaire said, the perfect is the enemy of the good.

A long-distance race

We must always keep in mind that marketing is not a sprint, it is long distance. Marketing sows and nurtures the market for a long time in order to be able to harvest continuously, but it needs a margin. The explosive and viral marketing that we see in networks and news, more often than not, comes and is forgotten just as quickly. Otherwise, consistent and well-focused marketing is what can make the difference between closing or staying in business for years to come.

It is important to think about all these issues before starting any marketing project because, just as our actions can benefit the company, they can also harm it if they are not well structured and aligned with business objectives.