Small Company Marketing Consultants – Why You Need One And How To Select One

Having spent many years working with small and midsized B2B and B2C organizations on their marketing and marketing communications strategies and plans, I believe I’ve got a good sense of the issues facing them. Generally, at the top of the list, is the lack of a real marketing plan. How is it possible that something so basic is missing? My conclusion is that, despite possessing the skill sets that drive their organization’s success, founders and/or management simply do not have:

  • Time to think about marketing at all, because there is always something “more important or urgent” that needs their attention;
  • A real understanding of the power of marketing and how it can significantly improve profits and return on investment (ROI);
  • The resources, budgets and people available – marketing and marketing communications is “unfamiliar and scary”, and there are always other areas that need support first;
  • The knowledge of how to seek out and evaluate professional marketing help.

These are concerns regardless of the type of organization – start up, early stage or established companies, and even nonprofits for that matter. And, without real planning upfront, many brands are operating with a “Ready, Fire, Aim” reaction to the marketplace.

What Will Hiring A Marketing Or Marketing Communications Professional Do For You?

In order to accomplish short and long-term objectives you need to develop a meaningful marketing strategy and an integrated marketing communications plan and tactics. At its core, having a professional marketing program will improve a brand’s profitability and ROI. This task is often outsourced, frequently with a part-time Chief Marketing Officer.

The process starts with the outside consultant learning about the brand – its strengths and weaknesses, competition, distribution, business plan objectives, existing communication materials, employee involvement. During this learning period, the consultant also avails himself of any pertinent primary or secondary research. Most important, this period is also the time for establishing trust between the organization and the consultant.

While some tasks may be completed directly during this learning period, an outside professional would use this knowledge to prepare:

1. A marketing and marketing communications strategy, along with a positioning statement. The positioning statement is a succinct description of the core target audience to whom the brand is directed, and a compelling picture of how the marketer wants the audience to view the brand.

Sound simple? Take a minute and answer these four questions about your brand:

  • The target audience, in very specific detail?
  • The category in which the brand competes, and its relevance to customers?
  • The brand’s benefit and point of difference?
  • A reason for the customer to believe – the most compelling proof?

The positioning statement is the credo for the brand to live by. All marketing and marketing communications should flow from this positioning and be understood by all employees, agents, partners and management.

2. An integrated and holistic plan with tactical expressions – media programs; creative executions, including new and/or traditional advertising; public relations; content marketing (social media, articles, blogs, white papers, video); packaging; point of purchase; employee engagement; and, events.

The use of internal or external staff to create the above will be directed and evaluated by the consultant or, if necessary, specialists may be recommended.

3. Recommendations for primary or secondary research when clear cut answers don’t exist on specific subjects. Marketing depends on a complete understanding of the customers’ “wants and needs” as well as how they relate to your brand and competition. Not just what your staff thinks; rather, information. Facts beat opinion every time.

4. A procedure of measurement and evaluation of the objectives of the agreed upon plan, as well as the established objectives to be accomplished with each target audience and marketing communication task. Benchmarking and on-going analysis is key to successful marketing programs, allowing for change or refinement as you proceed.

5. A format for informing and discussing the reasoning behind the marketing planning, so that everyone in the organization understands why the specific strategies, plans and tactics were developed and implemented. The consultant becomes a “teacher” and the entire organization becomes brand advocates.

Marketing consultants have increasingly become members of the C-Suite because of today’s turbulent and rapidly changing environment.

What Talents Should A Marketing Consultant Have?

Look for a consultant, full or part-time, who is:

1. Willing to learn your business from the ground up and doesn’t have a “one size fits all” mentality;

2. An established professional, with extensive experience across industries and brands in B2B, B2C and nonprofit organizations, large and small. Expand your horizons and don’t settle for experience in only your niche or industry;

3. Media neutral and willing to embrace analytics to develop a variety of programs as well as to measure them. In today’s complicated marketplace, a consultant must understand new and traditional media, the difference between efficiency and effectiveness, “likes” vs. “sales”, the dangers of digital ad fraud, etc., etc.;

4. Apolitical and willing to tell it like it is, so candor will flourish in your relationship. Having your consultant free to demonstrate the discipline of marketing and marketing communications will build trust and a meaningful partnership;

5. Has an established network of marketing communications specialists who can be called in to provide solutions when necessary.

The marketing and marketing communications strategic and tactical challenges of today are growing exponentially. But, as with our uncertain economic and political environment, putting your head in the sand isn’t a viable response. As Will Rogers said, “Even if you’re on the right track, you’ll get run over if you just sit there.”

Tricks and Tips on How You Can Become a Successful Business Owner

If you are going to risk your money and time in your own business, you must have a strong feeling that you will be successful. These strong feelings must exercise a high level of authority to get things done.

Studies around the world have shown that most business owners share common traits and characteristics that have made them to become successful business owners. Among these characteristics are those that distinguish the person who opens a business from the person who works for someone else.

These studies investigated successful and unsuccessful owners, some of whom went bankrupt several times while others became successful only after the first or second trial. These characteristics they share might almost predispose a person into trying to start a business.

Some of the most predominant characteristics you require to be successful business owner include:

If you want to open your own business, you must have a strong ‘need for achievement’. This ‘need for achievement’ is a psychological factor of motivation which measures your level of success in business.

Another characteristic for a successful business ownership is risk taking. When you want to start and manage your own business, you must see risks as factors that you can control to your own advantage.

Other characteristics you should possess to be among successful small business owners are business drive, thinking ability, competence in human relations, communication skills and technical knowledge.

In summary, if you are considering starting or running a business, here is a list of character attributes that make you a successful business owner:

· Be very entrepreneurial
· Always ‘step up to the plate’ when an opportunity arises
· See opportunities where everybody else does
· Avoid procrastination and make things happen
· Be full of optimism
· Accept mistakes as an opportunity to learn from failures
· Be motivated by your personal success and thrive to achieve it
· Know how, when and where to invest
· Be a time manager and not a time waster
· Be influential and persuasive
· Be surrounded by smart people with similar goal and vision
· Be up to date with business sense and intelligence
· Be fearless at challenges and obstacles on your road to success

Therefore if you want to run your business successfully, you must be ready and willing to put all these attributes into action. You also need to be ahead of your competitors by being well informed of modern business tricks and methodologies. This way, you will always be on the leading edge over your rivals. Seek more advice from your financial adviser today.

Gaining More Chances of Affiliate Success Through Marketing Software

Regularly, marketers want more out of what they have bargained for. And because of numerous demands, they end up in a pile of questions that need quick solutions. Marketing and branding has never been easy but because of our fast growing technology, affiliate marketing software has been made possible.

What is affiliate marketing software? It is one type of software that enables the integration of a seamless tracking system for affiliates embarking on a full pledged solution. Talking about networking, marketing software is made to suffice the struggling effects of branding affiliates and marketing them. This is because every affiliate has the pure capability to market themselves individually and sell the company’s products, earning very high commissions.

How can Affiliate Marketing Software support success?

1. Traffic? No problem.

Affiliates can bring as many traffic as they possibly can and not worry if they’ve got their name stamped on that deal. What’s worse than not having someone to visit your site is not being marked as that person who is responsible for large numbers of customers. It’s an affiliate’s worst nightmare. But because of the affiliate marketing software present these days, affiliates need not worry. And companies or marketers should make it a point to install such software to ensure the security of every affiliate’s account.

2. Commission reports made easy.

Whenever affiliates make a huge commission, it is the company’s obligation to run commission reports and confirm that the visitor really came from its true source. Affiliate marketing software made it easier for companies to run down the program and see the amount of money they owe to every affiliate.

3. Pay your affiliates right on time, all the time.

If you’re having a hard time tracking down your affiliate’s basis, it would be harder to pay them on time. That is why affiliate marketing software is probably the most useful software in terms of affiliate marketing business. Now you don’t need to worry about paying your affiliates on time because when using such software, it is efficiently possible.

4. Summary? No worries.

If you keep on worrying about summarizing different areas of sales, affiliate marketing software is just about everything. This is very efficient most especially in the field of organizing and keeping track of those important records. This will also minimize committing mistakes that you wouldn’t dream of happening. Summarizing through affiliate marketing software ranges from sales to commission to clicks, leads and impressions summary, name it.

What does affiliate marketing software spell out? T-R-U-S-T. How can a person trust your company or whatever it is that you’re offering them if in the first place you don’t have evident proof of supporting it? Trust is a very important word especially in doing business. You can never give your support to anyone without gathering enough amount of trust in them. In vice versa, the affiliate can trust you and you can do the same.

Now remember, every software has its own use. It will depend on the kind of report you need to fulfill. There are no cons in installing such software in your hard drive. It can do more good than evil. What’s amazing about affiliate marketing software is that you can easily and efficiently determine exactly how much you owe an affiliate and the moment you realize it, the easier it is for you to show them the money.

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