Years ago it used to cost big bucks just to talk to an advertising firm. And if you wanted to develop a working relationship with marketing experts, well, you knew that you were expected to pay monthly for that information.
Working by retainer. It’s true that for some large companies, it’s helpful to have a marketing agency on retainer. These companies have a constant stream of events and promotions planned and working with an agency to make sure they are done right, and in concert with each other, makes perfect sense. By planning their marketing efforts carefully, each initiative will be more effective.
Meet with a professional. But for many smaller companies, working with a marketing consultant from time to time – either to reinforce current marketing plans, or to add new marketing initiatives to the plan – is not only appropriate, but very wise. If you are going to spend money putting together a marketing campaign of any kind, it’s good to get advice from a professional.
What does it cost? Your consultation should be free. Just as if you are going to have a conversation with a financial planner or lawyer, your initial conversation should be substantive and revealing. When talking with potential new clients, we usually spend about 60 minutes – discussing their business, target audience, competition and plans for growth. By the end of that hour, we can pretty much recommend certain initiatives that will help grow your business. And during the conversation, both parties get to know each other better. At the end of the meeting, you should have a really good idea of whether the marketing firm you are talking to will be able to help you or not.
What you don’t know. Rather than making assumptions about email marketing or social media, a marketing professional will be able to give you solid advice as to what works and what doesn’t. Even if you’ve tried it before, don’t rule it out. Most marketing initiatives work – if properly planned and consistently implemented. The problem is that many companies “think” they know how to put together a campaign, but never consult a professional. The right marketing team can give you the benefit of years of experience – what works, what doesn’t work.
Preparing for growth. While some businesses may benefit from a windfall, most businesses PLAN for growth before it happens. Reaching out to new audiences, making sure your content persuades potential customers, consistently communicating with prospects – these are all planned activities that a marketing consultant can help direct. Now is the time to prepare for new growth in 2017. Want to have a conversation with a professional? Give us a call at 301-467-2501 to set up your appointment.