Why Outsource Your Marketing Strategy

Marketing is practically the most important way to improve your business in acquiring more customers. However, before you can achieve this, you will need to delegate your marketing strategy to the professionals. This will give you more time to focus on other aspects of your business. Instead of focusing on trying to keep up, focus your efforts on things that require your expertise as the owner and leave the other to the experts.

You probably think that outsourcing to a marketing company would be expensive and it would be better to just do it yourself. But the truth is outsourcing will save you money, and not just that there are other benefits of outsourcing your marketing strategy that make it more advisable:

· Experience – when outsourcing your marketing you can take advantage of the knowledge of best practices found within a marketing agency, a consolidated group of experts. Outsourced agencies will have experience in a variety of marketing operations and will understand what works best for businesses like yours. You will be buying into their wealth of expertise.

· Flexibility – outsourcing your marketing is much more flexible than hiring staff and can be suited to your needs. For example, if your business is experiencing a “boom” stage, a larger budget can be injected into a marketing agency when required. Whereas, if you are going through a “bust” stage, marketing budgets can be reduced quickly to suit your business and you are not tied to a long-term company employee.

· Professional Service – when outsourcing your marketing investing in a marketing professional is sometimes the best thing to do because you may not be getting all the benefits that are possible. Is the person being creative, strategically minded, customer centric, a professional graphic designer, knowledgeable in web development and aware of marketing legislation? You will probably not find these attributes entirely in one person, so when you are investing in a marketing agency you will have access to a team of individuals who specialize in each of these subjects, allowing you to get more value for your money.

· Time Saving – with outsourced marketing, you are also likely to save a lot of time. Instead of sourcing, interviewing and training potential marketers, you can gain access to a team of professionals as passionate about your brand as you are.

· Cost Saving – outsourcing is cheaper than the cost of hiring a full-time professional, and it allows you the benefits of an entire team of experts on an as-needed basis. This saves you company money and time that can be used for other tasks

· Full Access – with the right team, you will get complete access to all your data and the services provided by the marketing company. There will be no hidden fees and the service will be provided with total transparency. This allows the company to run automated without having to worry about marketing initiatives.

Conclusion

Investing in a marketing agency will not only save you time and money, but also allow your marketing activity to become bespoke to your business and give you access to a team of experienced marketing professionals.

Why Use Direct Marketing for Your Marketing Campaign?

Well, the good news is, you now have the opportunity to plan a really great marketing campaign. The bad news is, your boss actually expects to see results!

Let’s take a look at your budget. You have $20,000 to spend? That’s a big budget! Really cool! Now… let’s see what kind of campaign we can come up with. To start, we need a really great Creative Concept. What self respecting marketing campaign goes without a creative concept? Then of course, we just have to have that huge full page advertisement in the most prominent daily. Maybe a short burst on the radio or television would be good.

With $20,000? You could not even get out of the door with that campaign. Let us put things into perspective. You have a marketing campaign to run, and you need to see results. So, you need to have a solid marketing concept, then you need to have a great marketing plan to execute that marketing concept. So, besides the creative concept (it ain’t free!), the marketing plan and the execution, then you have to create the visuals and get down to the actual print work, online stuff and so on. Now, if you want to know the RESULTS, you will also need to budget some kind of market survey. This is needed to see a before/after scenario. Otherwise, your marketing campaign is over, how do you know what the results are?

As a small marketer, you need to be aware that you are constrained by budgets. You do not have the hundreds of thousands of dollars to spend on an elaborate marketing campaign. Just to raise consumer awareness using a traditional advertising campaign will require a frequency of exposure that will likely make it beyond the reach of most small to medium sized companies.

But all is not lost. Direct Marketing is a very powerful and often over-looked tool in the marketer’s arsenal. Your marketing campaign can be made so much more targeted and results more grounded by employing direct marketing in the campaign.

A quick definition, direct marketing as we are talking about here, refers to any kind of direct response marketing that is targeted to an individual (as much as it is possible to do so). Examples of direct marketing would be

– Flyers mailed to a customer

– Email campaign

– Coupons

Of course, there are other direct marketing methods, and the above is just a sampling. Why would you want to add direct marketing to your marketing campaign? On the surface, it always looks like direct marketing is much more expensive than a general advertising above-the-line program. Your $20,000 above can easily translate to a few advertisements in several local print media and reach hundreds of thousands of people.

But consider this:

– direct marketing is highly targeted, noise (wastage) is extremely low

– direct marketing allows a direct response

– direct marketing is easily tracked (from a returned coupon, a phone call, a form…)

Your $20,000 can be well spent if you set aside a portion of it to create a flyer with a simple discount coupon and mail it to your customer base. This simple action, would have increased the power of your marketing campaign at many levels. While your print advertisements will reach its hundreds of thousands, the flyer will reach your existing customers. They will USE the coupons, get a discount and actually buy something from you. Therein lies the “results” that your boss is so hungry for!

Better yet, the side effect is that for everyone who has seen the advertisement, but is not a customer, they have no discount coupon! Now THAT will surely spur them to try to get on your mailing list. Suddenly, it becomes important.

Word of mouth now comes into play. OK, before we get too carried away by how exciting a simple direct marketing campaign can become, let’s get back on track.

Your simple print advertising campaign, supplemented with a small direct marketing campaign can yield results for your marketing campaign that would be significant. Don’t get me wrong, it is doubtful that a $20,000 marketing campaign can beat a $2 million advertising blitz, but working within your means, the addition of direct marketing will add a measure of impact that is more than worth its cut of your budget.

Think on it. Happy marketing!

The 2 Most Deadly Sins of B2B Marketing

There are two major reasons why marketing is failing at your small- or medium-sized B2B firm:

You view marketing as business triage. Your company applies a collection of tactics (often labeled as a “marketing campaign”) only in response to a problem; typically involving the loss of a key client, or decline in revenue. When business is good, little or no time is invested in marketing. When business (inevitably) takes a dip, only then does marketing becomes a priority.

You expect marketing to deliver immediate results. Either because your company always views marketing on a “cause & effect” tactical basis, or because marketing triage must be applied quickly to revive an ailing company, the marketing function is given insufficient time to produce tangible results. It’s no surprise that marketing professionals have the shortest tenure of any corporate function in the asset management business.

The hard truth is that very few B2B business owners either understand the marketing function, or have the discipline to design, implement, measure and adhere to a consistent marketing approach that builds brand equity and market engagement over a sustained period.

To establish the infrastructure and internal culture necessary for the marketing discipline to succeed, we offer the following simple path:

  • Create a Written Marketing Plan. This need not be in a 3-inch binder; a two-page document is often sufficient. Include goals, strategies, responsibilities, timelines, budgets and ways to measure results. Without a Marketing Plan you’ll waste lots of time and money. And unless it’s a written document, you won’t have commitment or accountability.
  • Gain Senior Level Commitment. The honcho in corner office (which might be you) must understand, endorse and support the Marketing Plan. This involves more than lip service. If your Plan isn’t properly staffed and funded at the outset, there’s no real commitment to marketing.
  • Do a Few Things Very Well.Your marketing success will be based on the quality and effectiveness of a limited number of strategies / tactics. Firms sometimes go overboard, thinking there’s a correlation between the size of its marketing investment and business results. But less is usually more, in terms of marketing ROI.
  • Build and Nurture your Database.Direct and easy access to your company’s clients, prospects, referral sources and opinion leaders is essential. Without an email pipeline, the marketing value of the content you create is close to zero. If your firm’s thought leadership simply sits on its website or social media, you’re missing the opportunity to build relationships with people in your target audiences.
  • Create Meaningful Content. Self-serving, long-winded white papers and research reports have very limited appeal. Generate content that validates your company’s intellectual capital, that’s easy to read, and focuses on timely topics that people have a genuine interest in.
  • Drive Top-of-Mind Awareness. To be included on the short list of candidates for an assignment or sale, you need to build awareness with key decision-makers. To accomplish that goal, share your content directly with target audiences on a quarterly basis. (More frequently than that, and you may be viewed as a pest.)

Most importantly – with apologies to Glengarry Glen Ross – B2B firms must commit to:

A… Always

B… Be

M… Marketing

… for the discipline to be effective. Otherwise, the traditional short-term, hair-on-fire approach to business development will keep your company from ever reaching its full potential, regardless of its quality or reputation.

How To Do Network Marketing Advertising

Are you looking for information about network marketing advertising? Would you like to do something to get your business off the ground or add to your customer base? Do you believe that you need some advice on how to move your business ventures forward?

If you answered yes to any of the above questions, you may want to stick around while we discuss the very important topic.

It doesn’t take a genius to understand that network marketing advertising is critical when you are working with a network marketing business. Advertising just goes along with part of the cost of doing business, and it doesn’t matter what kind of business you are involved in.

Print advertising has been used successfully for many years to get the attention of potential clients and customers, and you might just say that it is still holding a spot as a much loved medium for advertising. Many still place ads in trade journals and use classified ads in newspapers and other publications to tell the story of their opportunity.

One of the greatest drawbacks of placing ads in trade journals and other magazines for network marketing advertising is the expense. Of course, this has prevented many entrepreneurs from using this method, but many others have been very successful with it. The best bit of advice when using this particular resource is to know what your budget is and stick with it.

The cheaper version of print network marketing advertising is classified ads which can be scheduled to come out at the prime time for introducing the opportunity to the public, and when positioned correctly they render a measure of success.

Another tactic of network marketers is to advertise online. It is relatively budget friendly to purchase ad space for advertising on Google and other search engines. The technique is to bid on certain keywords and times of the day you want to have your ads pop up in front of targeted audiences. This method has been proven effective for many years.

The savvy marketer is sure to be able to use this method to build their business, but it may take some time to develop the expertise needed to use this media properly. Here again, be sure that you understand the limits of your budget and plan around that for the ads you want to be shown to the public.

Then you have word of mouth network marketing advertising which some may feel only takes place in face to face settings. This is not necessarily so when you consider the incredible power of the Internet. If you know how to work the social networks, blogs, and email marketing, this is an exceptional way to advertise your wares, and it is free. You just have to know how to build your brand and then let the world see what you have to offer.