Don’t Hide Yourself Under a Basket

Under a BasketIn business, marketing is everything. What we see in our business is that both startup organizations and existing companies often focus on everything except their marketing and, by the time they realize marketing is important, they end up behind the curve. Companies in this predicament find themselves scrambling to catch up with their competitors and to communicate effectively with their existing customers. “Fix it now” is what we hear, and they want it all done yesterday. How this usually turns out is, well, bad.

The world needs to see you
“You are the light of the world. A city set on a hill cannot be hidden. Nor do people light a lamp and put it under a basket, but on a stand, and it gives light to all in the house. In the same way, let your light shine before others, so that they may see your good works and give glory to your Father who is in heaven” (Matthew 5:14-16).

This passage has always interested me as it relates to what we do here on earth. Jesus was very open about who he was and what he was here to do – he never kept that information a secret. It seems to me that this should be a guiding principle for any believer – in business, in ministry, and in life. The world quite literally needs to see us.

So how does that translate to marketing? Many take the do-it-yourself route of marketing and throw together some haphazard marketing pieces. Many folks are drawn in by the popular services that allow you to design your own set of business cards and print marketing materials for rock bottom prices. However, the overwhelming majority of the time, these types of efforts will hurt your brand more than help it.

First impressions are lasting
How you present your organization to your potential clients or customers matters. The quality of your print material matters, and the professional appearance and functionality of your website are extremely important. Resolution, load times, quality and consistency all matter and, most importantly, content is king. While you may be able to cut corners in some areas of your business in order to save money, your marketing should not be one of them. One of the best things you can do when developing your business marketing plan is to make sure your marketing tools can grow with your company. Part of this is ensuring that your marketing material, both online and in print, all works together as one. One look, one message with one purpose.

Is it time for an update?
Converting your old website to a content management system and updating old, outdated marketing materials to match your current look are all key in staying ahead of the communication curve. Make sure you can easily update your content as needed, even if this requires engaging an outside company. Chances are, an outside company can do this more quickly and professionally than an in-house employee, especially if no one in-house has the comprehensive skill set required for the task.

A professional marketing company can help you put together a complete strategy that works for your organization by producing a plan that is in line with your company goals right from the start.
If you are serious about your marketing, or if you just need a little advice, let’s get started. The team at Blackstone Media Group is here to serve.

Grif Blackstone is the president of Blackstone Media Group, a full-scale web design and marketing company and publisher of the Good News, the largest Christian newspaper in Florida. Grif has helped hundreds of businesses build an effective brand identity to help them communicate who they are to their target market. Writer, speaker, and consultant, Grif is known as the “Efficiency Guru” for technology and business and is a coffee fanatic. Contact him at: [email protected] or 954-323-6737.


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