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.”

Building a Prosperous Business – Personal Development

Personal Development – Action vs Daydreaming Personal Development (PD) is one of the hidden pillars of the successful home business and for business leaders in general. The will and drive to build success has to be sustained over time. We actually need to work harder on ourselves than we work on our business to sustain our commitment. Its about controlling and disciplining our minds and becoming more because success is not something we pursue – success is something we attract.

Attracting Success

In order for us to attract success we need to become that person that attracts success. We are not going to attract success if we are not mentally ready to attract success. At least 30 minutes of PD every day. The key here is not to look outward for excuses, fall guys or success – everything is in our hands. There is no outside force that is going to make us change. Invest in books, magazines, etc. in terms of expanding your mind and becoming more prosperous.

Also, no one book is going to answer everything for you, even if you are saying to yourself right now “YES – I have the magic Book”. YES – it is funneling ALL wisdom about everything to me right now”. What you need to look for is material that resonates and moves you the most – start there.

Because the more you do – the more/faster your circumstances will change. It’s not about working hard – it’s about becoming more. So we can achieve more. Personal Development is not an end in itself it is a tool, one of many in your tool kit. Don’t get lost in empowerment or feel good messages. PD HAS to become accompanied by action – it is NOT a replacement for your plan.

Communicate with people and tell them where you are going at every opportunity. Giving your vision a reality through declaration and then implement. Implementation is one of the hallmarks of a becoming a leader.

Being a leader is a process. We can all say the same thing but it is how we language it to our teams. This is a process we are all working to become better all the time.

Practice it — Every opportunity with your team/friends/family/etc. – tell them where you’re going. Is it frightening – YES. Why? Because you committed yourself to take action by exposing your vision to the world.

Problem Solving The only person who doesn’t have problems is in the cemetery. So all of us are and have been here. Formula for embracing problems:

We all come from backgrounds that say avoid problems FORGET THAT We need to get better at facing challenges and solving problems.

Good problem solvers and going over obstacles and being able to talk about to other people about and through it is incredibly liberating. We want to become a person to see a problem as an opportunity to get us where we want to go. We need to embrace problems and work to solve them. Obstacles, challenges, problems are all the same. Why?

The bigger the problem- the bigger the check.

Overcoming Fear

Here’s what I like you do. The great thing about PD is that when you take action you do really feel better. Start manageable and grow. Write a list of what you don’t like to do – what makes you feel uncomfortable.

This lays out action items and it puts you in control. If it we put ourselves out there – we are going to get more of we want so we need to be prepared to put ourselves out there and the first step is to make a list – make it real – get it out of our heads.

After you compiled the list – make the opportunity to do those things. In this world we all have choices – nobody’s forcing us to anything – we need to become willing to do and become more (see time management piece). Then you have to be willing to DO the things to get you where you want to go. No magic – just choice. Am I willing to do that? If you see something to be taken care of – you step up and take care of it.

In general, people are not willing to do the things which are uncomfortable – that is what keeps them where they are. A good leader is someone who is willing to do the things that make them uncomfortable. First, you do it yourself and then tell others to do the same. Your team, family, etc. is thinking the same as you used to – let them that no one is going to put an obstacle in front of them except for them. And that the faster we remove our barriers the faster we are going to move forward.

Becoming a Leader

To be a leader the best thing you can do is to be around leaders

Understand their thinking

Feel their belief and passion

Know that YOU can join them anytime YOU wish Get Committed — Don’t hold back — Willing to learn

3 Features Your Email Marketing Software Should Have

Email remains to be among the best marketing tools you can use to improve returns for your business. With the right strategy you can nurture leads and increase sales because email offers easy acquisition, awareness, retention and eventual conversion of customers. With the right software you can create email lists, send out messages to relevant contacts and even use templates to put together an email marketing campaign that brings you good rewards.

When it comes to email marketing software, there is abundance, but when you know what features matter most in a solution then you will manage to select software that works for your business goals. Not all software options are designed to function the same way and hence some will be better than others in terms of overall performance. Here are a few of the most important features that the best email marketing software should have.

1. CRM integration

Automating marketing processes offer lots of advantages and this is something you should be able to achieve with the right software. Customer relationship management should be easy to integrate using the software so you can align marketing and sales for campaigns that are effective in bringing strong ROI. Interacting with customers helps you discover lots of things so you can offer them what they expect from your marketing. Proper CRM integration makes real time data updates easy and ensures that all your records remain up to date for upcoming campaigns for that matter. Check to see that the software’s API makes this kind of integration possible.

2. Visual customization

The truth is that people decide to read or ignore email content depending on how it looks. When looking for good email marketing software, it should offer attractive visuals so that you can put together a campaign targeted audience will love reading. Drag and drop functionality, pre designed templates, photo editing features and responsive design are some of the important aspects when it comes to visual editing on your software. With the features you will not need to redesign newsletters every time you need to communicate to your customers and potentials. The right software will eliminate hard work and makes it possible for you, create campaign design that is a winner from the word go.

3. Reports and analytics

An overview of email marketing campaign performance is of great importance. This is the only way you will be in a position to know what metrics are bringing on positive results and what is not working. You put together a campaign with hopes it meets your goals and your email marketing software should help you keep track of what matters most. Using software analytics, you can see devices subscribers are using to read the emails, whether they print, forward or delete the emails, how long they take reading your content and even what email contents receive the most clicks. With such insights you will be able to optimize email campaigns in such a way that the overall results are improved.

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