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.”

What Is Digital Transformation And What Does It Really Mean For Your Business?

What Is Digital Transformation?

The Global Center for Digital Transformation says that “organizational change is the foundation of digital business transformation”. That’s because changing the nature of an organisation means changing the way people work, challenging their mindsets and the daily work processes and strategies that they rely upon. While these present the most difficult problems, they also yield the most worthwhile rewards, allowing a business to become more efficient, data-driven and nimble, taking advantage of more business opportunities.

Define ‘digital’ in digital transformation

While the focus is on changing how the business works at every level, technology underpins all digital transformation projects. But what technology?

Obviously this changes as time goes on, but typically businesses want to adopt technologies that help them harness and make sense of the vast quantities of data they are sitting on, as well as preparing for trends like the Internet of Things (IoT) and mobile.

That means analytics tools are high up on the agenda, as well as cloud computing, which lets you store data outside your own data centre, potentially closing this down. You might also want to focus on collaborative tools, like file-sharing, mobile devices, and apps, that let your employees work wherever they are, and which give them instant access to information – especially useful for salespeople visiting customers, for instance.

What Digital Transformation Means For Your Business?

Accepting and moving toward digital transformation doesn’t simply mean jumping on every technological bandwagon that comes along. Doing that is like putting a bunch of cut up vegetables in a pot and calling it soup. Unless you put the right ingredients in the pot and turn on the stove, you’ll never make soup-at least not soup that anyone wants to eat. Instead, each company has to spend some time thinking about what digital transformation really means for them.

Companies need to think about transitioning core business processes and digitalizing the client/business process first. They have to think about which applications, platforms, and solutions fit into their culture, daily operations, and budget. There is unfortunately no cookie cutter solution that businesses can opt into. It’s a process that requires personalization and a knack for following trends.

Digital Disruption And Focusing On The Consumer

Digital disruption is another key term that describes what digital transformation can do in society at large. Smartphones created a disruption, Uber created a disruption, and wearable technology continues to create disruptions. With each key technological advancement, the daily lives of consumers change a little more. The norm is shaken up, and the advancement adds value to consumers. Businesses that take advantage of the new changes, and who understand how these changes affect daily life, can modify their practices to meet the needs of the consumer.

Consumer-centrism is one way to ensure that you’re meeting the demands of the digital age. Knowing where your customers are interacting online and how you can meet them on their own turf will enhance your ability to make their lives easier and to make sales. Every business has to think about digital transformation and the power of disruptions now. There is no longer time to take baby steps and get your feet wet. It’s a sink or swim environment for many businesses.

Planning Ahead For Digital Transformation

Digital transformation is both an end result and an ongoing process. You have to make the initial move, and then you must continue to evolve or be forced out. There is no quick fix for digital transformation. When you sit down with your team to discuss your company’s digital future, think about the near future, but also the long-term goals of your company. To maintain relevancy, you will need to implement digital solutions that keep your company moving forward into the digital era and not standing still or moving backwards.

At every step, think about the business experience. What can you implement to streamline in-house operations? What can you implement to facilitate customer interactions? These aspects that will drive your digital transformation. For some companies that may mean adopting an integrated payment solution so that customers can login to an online portal and pay their bills. For others, it may mean getting on social media and posting relevant content on a regular basis. Any move to the digital space is part of the digital transformation.

Over the long term, the digital experience will shift. How can you make changing an easier part of the business process? Transparency, a group mission toward digital relevance, and constant listening to customer behaviors may all be important for shifting your company’s focus away from legacy business practices and to a more digital oriented future.

If your business is seeking to get into the race of digital transformation, it is important to act right now. Late adopters can have serious disadvantages since the competition is already in the domain. If you are looking to adopt a business model that utilizes a digital core, we can help. Embrace the digital transformation with the best developers to get to the forefront of change.

How to Run a Successful Business Online: What’s Getting in the Way of Success?

People who know how to run a successful business online weren’t born that way…

There are several reasons why they have chosen the path of success. And yes, I used the word “chosen” because we all can choose to have success in learning how to market online, just as long as we steer clear of the stumbling blocks along the way.

So this means that all you need to do is find that stumbling block that is holding you back in knowing how to run a successful business, and make a decision to get past it.

To help you out, I’ve outline ten top stumbling blocks that hold people back in their business…

1) Non-committed – “I’ll just try it out.”

Anyone who has ever achieved success in business online has jumped in and committed fully. There are plenty of people who say “I’ll try it out for a month and see if it works”… really? Try a business for a month? Anyone who has that little commitment from the get-go should not join this business, as persistence is golden.

The good news is that success in business online is practically guaranteed given enough time and persistence…

People from all walks of life have been known to achieve internet marketing success – even people with no college education, people who are disabled, and people from all races and religions. But they have one thing in common: they stay committed.

2) Fear of failure

The vast majority of people who opt into a website never even read the emails that are sent to them to teach them how to market online. And this is probably due to skepticism.

A little skepticism about jumping into a new opportunity is healthy. However, beware of choosing to be so skeptical that it holds you back from success. Skepticism is the same as fear. And fear is “False Events Appearing Real”. If you are so skeptical that you never try, then your likelihood of becoming successful is a big fat zero!

3) Fear of success

Fear of success? Yes, there is such a thing as this, too. People by and large are afraid of change. They tend to cling to whatever it is they know, which is their “comfort zone”. Oddly enough, even staying with an abusive spouse is considered a “comfort zone” for some… and staying in an abusive job is also a comfort zone, even though it is far from comfortable. If this is you, be aware of it, recognize it, and try to move on.

4) Fear of quitting job due to long-time loyalty

People who hate their jobs have it easy to move fast in this business. However, if you’ve been working at the same job for years, then you might have a sense of loyalty, and you really don’t feel the need to quit, because the loyalty to something that has provided for you for so long.

Just remember that it’s a business that pays your bills, and in this day in age, anything can happen to that job…

I’m not saying jump out of your job and into internet marketing in one sweep – but just work both at the same time until you start to feel as comfortable with the contacts you make online and your new following as you do in your job.

5) Fear of quitting job due to insecurity

This goes back to the fear of change factor. We all want security, but in reality, being a slave to your job until you die is not really security.

Conversely, it keeps you hostage and holds you back from changing into who you were meant to be…

While it’s a good idea do keep you job while you’re first starting out learning how to run a successful business online, my suggestion is to slowly wean yourself away as you become more secure in knowing how to run a successful business and becoming an entrepreneur.

And, this is probably the longest learning curve with learning how to run a successful business online…

6) Unwillingness to think outside of the box

We all start out going to school where we are taught to just pay attention to what we’re doing, and, whatever you do, don’t talk to your neighbor! I made A’s through most of my school days because I was very good and never talking to my classmates.

Unfortunately, in today’s world, this had really held me back. I’ve had to learn all over again that learning how to run a successful business has to do with communication with others with a willingness to help others. School teaches us that the world is competitive. However, once you learn to cooperate with others to where you can help your neighbor, you’ll be surprised how people seem to come out of the woodwork to join your business!

7) Listening to nay-sayers

This is something that holds the average person back in their business. Just like “crabs in a bucket”, your friends, family members and loved-ones are apt to be asking you, “just how long are you going to try this thing out before you quit?” That’s a loaded question that you should not even acknowledge, because anyone who does not succeed in online marketing has not failed – they quit.

The average learning curve to learn how to run a successful business online takes four years. When you compare this to the costs of a four year college degree, the cash outlay is less and the income level you can achieve is far greater!

So just ignore the nay-sayers and consider the source. You wouldn’t want to take advise from someone who has not learned how to run a successful business any more than you would take marriage advise from someone who has been divorced three times, or take child rearing advise from someone who’s kids are in jail.

8) Unwillingness to get to events

Most of us (me included, I have to admit) think that we’ll up our way up to those events once we learn how to market online. If you’re analytical like me and just don’t see the need for that “rah-ray hype”, then here’s a logical reason to get to events:

Suppose you meet up with a team leader who is making over $10,000 monthly and you tell him your story and he’s inspired enough to make a video with you… or even get a picture taken with you. This is what happened to my daughter when she went to Costa Rica for Dave Wood’s event. Her videos captured with Dave what she posted on her blog sent her business sky-rocketing, and she’s now making over $10,000 monthly! This could be the one missing component you need to learn how to run a successful business online.

9) Trying to learn too much too fast

There are a multitude of ways to market online, and it’s easy to get overwhelmed. Most of us tend to try out everything without giving anything a chance to work. Once you find a strategy that you enjoy doing, the message here is to change your approach, not your strategy. You WILL get better at anything if you continually work at persistently. And persistence pays off in this business.

10) Don’t be scared to be yourself

Most of us start out “faking till we make it”. Contrary to popular believe, this will hold you back with learning how to run a successful business. There are a bazillion people out there who are marketing the same thing as you, and you need to find a way to stand out in the crowd. We all have gifts that make us unique in some way to anyone else on earth, and you’ll be surprised how the law of attraction draw people your way who think like you do, once you begin to reveal the real you through your stories and videos.

And, this is the most important thing to remember with learning how to run a successful business online…

People join people, not businesses, and the sooner you learn this, the sooner you’ll learn how to run a successful business online!

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