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.”

5 Important Things to Remember When Purchasing Internet Marketing Software

Oh I do realise that most Internet marketing software websites offer you an iron-clad 100% money back guarantee if you are not completely satisfied with their products, but going through the process of claiming back a refund is often not as easy as they make out. It’s better to try to avoid purchasing products that are useless in the first place. So here are 5 simple guidelines to remember each time you purchase any Internet marketing software products, which if implemented, will help you to avoid any disappointment and save you the trouble of claiming back refunds for your products.

1. If you are considering purchasing any Internet marketing software products, you should always read the sales page thoroughly and read it more than once! Don’t speed read through, just reading what you want to read.. You must establish exactly what the vendor is claiming the software will do. You are also advised to carry out a Google search for a review of this Internet marketing software and find out what those who have used the product are saying about it.

2. If the vendor is suggesting in the sales page that this particular piece of Internet marketing software requires regular use for a certain period of time before reasonable results can be expected, then make sure that the guarantee period offered on the product, is longer than the trial period.

3. A good test I often implement when buying any marketing software, is to take a good look at the vendor websites’ performance through the Alexa.com website. For example, if the sales page is selling Traffic Software, then you would naturally assume that the vendor would have used his own software on his own sites, and therefore his sales page should show some decent traffic results on Alexa, if the traffic software is useful at all. Similarly, if the piece of Internet marketing software in question, is designed to bring lots of incoming backlinks to your website, then check the sales page for backlinks. If the software really works you will see good backlink results in the vendor’s website.

4. Don’t be fooled by time-sensitive offers. I find them so annoying. As with any Internet marketing software offer, the price will be the same tomorrow.. and the day after.. and probably the day after that! Take your time in making your decisions. Remember that if a vendor lowers the price on any product, it is usually because he is struggling to sell it at it’s original price. No sensible vendor would drop the price if the product was selling well at the original price!

5. Now let’s discuss guarantees for a moment. Most software products will be offered with a guarantee which is typically between 60 and 90 days. The vendor will often use the offer of a guarantee as part of his sales pitch, and this ploy is designed to allay any fears you may have about the risk involved in buying their Internet marketing software product. But they have in mind that 60 or 90 days down the line you may well have forgotten about claiming your money back on any unsatisfactory items. By this time you have moved on to something new and probably can’t be concerned with the guarantee claim process. When you purchase any Internet marketing software product, make a note in your diary a couple of days before the guarantee period is set to lapse and when you get to that date, if you were dissatisfied with the results, then claim your money back immediately.

Most Internet marketers who have been working online for any length of time will no doubt have a whole stack of Internet marketing software items on their PC that they never use, purely because they know the products just dont produce the necessary results. Sometimes the collective cost of these items can represent thousands of dollars being spent unnecessarily. So if you follow these 5 simple guidelines when you buy any Internet marketing software tools, you are extremely likely to reduce the amount of ‘unwanted software’ in your PC.

Trevor Taylor

VoIP Solutions – Realise Your Business Dreams

VoIP Solutions are very important means by which people can utilise its services to make long distant calls at amazingly low call cost. The users can actually depend on it to actualise their business dreams and come to the forefront of becoming world leaders in business. The services offered by VoIP providers are also very encouraging and make it possible for people to utilise VoIP to expand in business ventures.

The business VoIP solution serve as an uncompromising solution to excel in business ventures. People can depend on VoIP services that bring them solace in the form of quality voice, 3 way calling facility, call waiting, return call and repeat dial facilities. The users can thus rely on this technology to excel in their business ventures.

The VoIP business solutions are now offered by both wholesalers and resellers of the service. The users can rely on the technology to meet their business needs. Thus, calling at low rates is now a reality with the Voice Over IP. People can depend on the technology to make international calls at local call rate. It is possible because the technology makes use of digital packets that are transferred over internet network to distant places of the world. The users find the technology useful for now they can send images, voice and videos simultaneously while transferring a call to an end user.

The VoIP solution provider in the form of resellers and wholesalers of the technology are available at distant places of the world. The users identify themselves with the technology and use the same for fulfilling their communication needs. So, making a call from distant places of the world is no longer a problem with the introduction of the business VoIP solution.

Moreover, the technology being new has overcome all traditional barriers in the form of long drawn wires, high charges for calls forwarded and constraints in the technology that include non deliverance of messages and inability to share files, videos and photos. Then there are also other premium features available with the system. This includes routing a number, filtering calls and even listening to messages that are pre-recorded.

Thus, with such advanced system, voice calls make communication very reliable to users worldwide. People can depend on it to make international calls for hours being free of the concern of high phone bills. There is no other alternative available for low cost calling. The method is simple and effective. Users rely on it for high-end services that include caller ID identification besides call forwarding and call waiting facility.

The users of the VoIP Solution should, however, check the bandwidth with the service provider. This is necessary as good voice quality depends on the bandwidth provided by the service provider. Moreover, the other facility offered by VoIP is supported in the presence of good bandwidth. Thus, the users should maintain a codec of atleast 64 KB stream that gives rise to a large IP network. In the presence of this codec, the users can access all facilities offered by the technology. Business houses can completely rely on Voice Over IP in the presence of a good broadband to meet all their business requirements.

The concept of repeated dialing and not getting connected is completely dispelled by VoIP. It allows a number of people to join in for a conference simultaneously. People can depend on the service to meet their daily requirements and to satisfy clients across the globe.

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