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.”

How to Transition From Freelancer to Successful Lifestyle Business Entrepreneur

As a freelancer, it is easy to get stuck in the rut and believe that you have to be the one who does everything. However, being the one who performs all the work limits the time you can actually spend building a successful business.

Do you want to be successful?

Then you have to understand how to build a business rather than just having a series of projects. To build a business you need systems.

Part of building systems is learning to:

Adopt the right mindset

If you want to grow a business, the very first step is to have the right mindset. If you maintain the mindset of a freelancer which is project based rather than system based, then building a business will be a foreign concept to you. To adopt the right mindset, you need to adopt the business mindset. There are many books published that tells you how to build a successful business using systems. The most important thing you will need to learn here is that building a successful business involves systems.

Plan

You need to have a plan about where you want to go. Do you just want to make few bucks or do you really want to build a successful lifestyle?

With a freelance business, if you stop working, you stop earning. Obviously, if this is as far as you want to go with your consulting projects, then this is fine. But from over ten years of consulting, I have learned most business owners want more. They want success and financial freedom and are always concerned about ways to achieve it.

Financial freedom is not a random act but needs to be planned. Determine where you want your successful business to be in three years. And develop steps to achieve that plan.

Delegate

If you are stuck in the routine of accepting, completing and then moving on the next project, there is good news for you. Delegation is a very effective way of assigning routine tasks while you focus on the tasks that only you can do to build your freelance business. In the beginning delegation seems to cost more money. But the key is to focus on the long term goal which is your success and financial independence. When you delegate, you always have something going on as you are already looking for the next client while your employee/ contractor is working on your current project.

You can also delegate your client acquisition system by using referrals to build your client base. Of course you will need to provide exceptional service for this to be successful.

Moreover, you can delegate your customer service/ follow-up process to an online administration service. You can even delegate your blogging to guest bloggers.

When you delegate the essential parts of your business system, you can take extended vacations and still bring in income. When you can walk away from your business from a period of time you are beginning to achieve success and financial freedom,

Delegation is a necessary pre-requisite to growth. You risks becoming irrelevant if you do not delegate. We all know technology changes and if you are too busy working on projects, you have less time to work on your skills and stay relevant in your field.

Automate:

Nowadays, there are so many technologies out there than can help automate parts of your successful business.

You can use auto responders to improve your customer service. Auto responders can be your first course of response to let your client know you received their request and will get to them within 24 hours.

Another useful automation tool is project management software called basecamp. We all know that sometimes the meaning of a word is sometimes lost in the translation when communicated through email.

With basecamp every aspect of your project is kept on one page: All correspondence, to do list, revision drafts, etc. are all kept in the same place. At any time, any team member or client can see what is going on with the project. I think this is cool as it is such a big time saver. It cuts down the amount of time you spend on emails by half.

Using basecamp increases business success with your client management system.

Build passive income:

In honesty, I hate this term passive income as there is a lot of confusion as to what passive income really is. Some people see passive income as a lazy way of building successful businesses on the internet. However, there is no lazy way out. What most people call passive income is really hours of upstart sweat equity which finally produces cash flow over an extended period of time? We do not see behind the curtains of most successful entrepreneurs hence we do not see all the hard work that went on behind the scenes. Most people want the results without the sacrifice.

With that said, using passive income sources like affiliate marketing, product sales or digital products, can boost your income by providing a consistent stream of income. This in turn contributes to your success and financial independence.

In this way your income is not tied strictly to your clients. This gives you more choice as to what type of clients you will like to work with.

Understand your numbers:

This is the topic no one likes to talk about. Most freelancers believe that as long as you are making enough money, the financial details are not relevant to your successful business. Think of your car, and think how long it will actually run if no maintenance was ever done. Your car will not run very long. A business is the same way; you need to perform regular checks to make sure all parts are still functioning efficiently.

Until you learn to look under the hood of your business, you cannot really succeed. It is when you begin to understand how the numbers work in your business that you begin to see patterns that can propel you to the next level. Understanding your financial statements and knowing how to use it to project into the future is paramount to business success.

Are you a freelancer, website designer or consultant? Do you want to build a successful business? Then take the time and read this information and respond to this post with one action you will take to move from being a freelancer to actually owning a successful business.

Motivation Case Study of an Enterprising Young Business Entrepreneur

John Smith had left school two years ago, and was already working as a trainee manager in a large supermarket chain. He could have gone to university, but developed a taste for the commercial world during his part time work, while still at school. He was fortunate to get a couple of relieving opportunities, while supermarket managers were on leave. That was all very well, but not the level he was aspiring to achieve. John Smith had left school two years ago, and was already working as a trainee manager in a large supermarket chain. He could have gone to university, but developed a taste for the commercial world during his part time work, while still at school. He was fortunate to get a couple of relieving opportunities, while supermarket managers were on leave. That was all very well, but not the level he was aspiring to achieve.

John had exceptional PR skills, and loved travelling and meeting new people, but just could not see enough creative potential in the supermarket field. His dream, or desired outcome in life, was to have a more creative role, important and challenging, but not too routine. He knew it was important to have a good track record, so he always tried his best at whatever duties he was given. In his mental plan, these were the stepping stones to his goal. Even though his dream may not materialise for months or years, it was essential to maintain that inspiration, by learning as much as he could. John was still doing management courses, which his employers provided, and he was always talking to sales reps, or anyone he could find with management experience.

One day a position was advertised with a large company that supplied over twelve hundred items to supermarkets. It was a kind of marketing manager and PR role combined. It required looking after visiting company personnel, both socially, and attracting their business.

John knew he would love this job, but it looked a bit out of reach, with his limited experience at the age of twenty one. He was excited though, because it fitted in perfectly with his mental image that he had stored. That was the detailed picture of his goal that he had clearly saved in his deep memory, and would recall frequently, to keep himself motivated.

Now it was time to do some profound lateral thinking, something which his father was good at ( me ). He knew of one chap he had met a couple of times, that once worked for the company that had placed this ad. John contacted him, and arranged a time to meet. This semi retired chap was very willing to chat and update John with what he thought he should know about the company, in the event of securing an interview.

Well, that did happen, John was one of forty applicants accepted for an interview, except that the other thirty nine all had university degrees. John’s enthusiasm, passion, and knowledge about the company must have impressed them – he got the job.

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