Things to consider when deciding if the time is right for outside marketing help:
1. Starting out
If you are a new business it may be more cost effective in the long-term to hire a professional to ensure you have everything covered. Eg.
- Branding – colours, logo
- Digital presence – website, social media
- Launch campaign – direct marketing collateral, newsletters, flyers, brochure
- Media coverage – the story you want to tell through editorial or advertising.
2. Diversion from your core business
If you find you’re spending more time marketing your business than making sales then look at contracting a marketing professional to handle this side, so you can get back to what you are good at.
3. When your budget exceeds your marketing effort
If you’re spending or anticipate spending a large amount of money on your marketing campaign you want to minimise the risk – nothing can be 100 percent, if you feel uncertain of your capabilities, look to hire a professional.
The types of marketing professionals you may need include:
Marketing communications or advertising agency
To take a big picture overview of all your marketing communications. They will advise, strategise, and carry out the delivery of your marketing. They can also advise on editorial or advertising opportunities. A good marketing communications company will have contacts with online and offline publications.
To help with logo creation, advertisement creation, branding to give your marketing communications a polished look.
To assist with text or copy for advertisements, media and other campaigns, they will ensure your message is succinct and clearly communicated. Some copywriters specialise in website copy.
To plan and strategise your online communications, they will make the link between your on and offline presence, messages, and branding.
Website designer and developer
Sometimes this may be one and the same person, separately the website design will create a concept that ties in with your branding and the developer will build your website.
How to choose your marketing expert:
These four steps can help with your choice when looking to employ a marketing professional.
1. Look at your business goals
What marketing objectives will help achieve your business goals? For many businesses this directly correlates to sales. Research the companies in your area, or go national to ensure the professional you choose will help meet your business goals and make a list.
2. Determine the skill set required
Are you after someone that can create a campaign, help with a rebrand, brand your new business, get you online, write copy, liaise with newspapers, or design advertisements? Once you have looked at your business goals and marketing objectives you will be able to narrow down the type of marketing professional you need, add these to your list.
3. Review your budget
Your budget may dictate the level of support you need. Do you need a specialist, what level of expertise is required to meet your objectives, can you hire an employee?
4. Research and meet
Review your list and make time to check out the website and social media profiles of those on it. Do any sit particularly well with you, or not? Fine tune your list to make a shortlist of three that you can then set up a face-to-face or phone meeting with.
The services offered by a marketing professional will directly impact how you achieve your goals. As with any business investment, a marketing professional will add value to your business as you grow. To get in touch with an expert contact Kite Communications.