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.”

Running A Successful Business Is Like Driving A Car

We buy a car to get us from A to B and the same applies when it comes to running a successful business- you need to have a good business model in place, to get you to where you want to be.

To create a successful business you will need the same 3 key components that driving a car requires namely a reliable vehicle, engine and fuel. So how exactly does this translate in a business sense?

The vehicle

Regardless of whether you’re starting a business online or offline, you will still need to have the right “vehicle “to drive you to success. By vehicle we mean the offer.

To run a successful business, your offer, whether it’s a product or service, needs to;

Appeal to the masses

Generate a high profit or commission

Be good

One way of making sure that your product/service is a good one that will appeal to the masses is to check out how much competition is out there for the same offer. If there is a lot of competition then this will mean that it is a good product that is in high demand.

Your job is to then make sure that you stand out from your competitors by being unique.

So how do you outsmart your competitors?

The Engine

That is where your “engine” comes in. The engine of your business is the system that you use to get customers to buy from you. If you have an online business then one great way of standing out over your competitors is by creating both a powerful website and creating your own unique landing page with a capture box included. By doing this you will start to build a valuable list so that even if your customers don’t buy from you on the first occasion, you can still market to them in the future. This technique can be invaluable in your quest to running a successful business.

If you have an offline business, there are other effective ways that you can build a list of prospective customers, including, storing customers’ mobile phone numbers and email details, so that you can text or email offers to them in the future.

So now that you have got your vehicle (the offer) and your engine (the system) in place, the next vital component needed for running a successful business is to add the right fuel (targeted traffic).

The Right Fuel

The first point to remember when finding traffic/customers for any business is that it needs to be targeted traffic. Just like a diesel car will grind to a halt if you put in the wrong fuel, (petrol), so too will your business, if you market to the wrong crowd. Therefore it is important to spend time working out who your target audience is and to make sure that you narrow your marketing efforts to that audience.

One powerful way to do this is to use social media sites that are free. Social media sites like Facebook and Twitter offer a means of joining groups within your niche and to also add followers who fall within your target market.

Another great way to reach your targeted audience is by using paid advertising methods like pay per click or Facebook paid advertising. However, if you decide to go down the paid advertising route, it is better to start off small and scale up once you start making lots of sales.

In my opinion success for your business requires finding a reliable vehicle, good engine and the right fuel. With all three in place, you will have the key ingredients needed to running a successful business.

Share Market Software Is A Vital Investment Tool

If you are looking for a way to corner the stock market and come out on top, you should consider investing in some share market software. This is a vital tool for anyone that this serious about their stock portfolio and it can be critical in keep on top of what you have money invested in. the software that you will be looking at is going to be a comprehensive tool that can help you keep track of vital information. Index and stock pricing is going to be monitored and if there are any trends forming, you will be able to keep track of this as well.

Share market software is something that you will find many of the best stock brokers using today, as it will allow them to see what is going on when not on the market floor. This will allow them to make trades and or purchase stock right from their computer and this will save time.

Like The Pros

If you have ever wanted to deal with the stock market like the pros, then you will want to be sure to purchase share market software. This is an excellent tool in your trading arsenal and you will not regret the purchase. Software of this kind will allow you to be front and center of the action and you will have a user interface that you can customize for your own specific needs or style. You can get this software from some of the brokerage firms out there today, or you can purchase the software online. Whatever route you choose, this will be a tool that you will appreciate each and every stock trading day. If you are unsure as to which software to purchase, you can always ask your broker.

Share market software is something that the pros use each and every day. They use this tool to watch trends, inspect share availability and even look out for possible deals. When you have this type of tool for yourself, you will be in the same seat as the brokers and will have more command over your trading account.

A Cheap Investment For Big Savings

When it comes to share market software, you need to look at it like a cheap investment that can actually save you a great deal of money. This type of program will allow you to monitor your assets and determine if something is working for you or not. If you feel that a share is falling short of expectations, you can simply turn it over in a trade. This can also be accomplished through the software that you have. You will find that this is one of the best online programs that you can have.

There are countless programs on the market today, so when you are looking for share market software it does not hurt to get information prior to committing. Speak to your broker and tell them what you want, they should be able to help you sort through the many programs to find what could work best for you.

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