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Don't Get Tricked into Thinking You Know Everything About Marketing Your Business

Don't Get Tricked into Thinking You Know Everything About Marketing Your Business

From having a passive or dynamic website to actively managing targeted online ad campaigns, every business needs to promote itself to get the word out to potential clients.

A  do-it-yourself approach to marketing may make sense if you are just starting your business and have a very small budget but have plenty of time in between projects to do things like upload photos, write blog posts, and create email marketing messages. However, having an expert on your side can transform the performance of your marketing efforts; they’ll know the most effective channels to use as well as the best type of content to promote.

How do you know if your business can benefit from a marketing professional? Below are 7 signs you may benefit from having a marketing expert on your side:

#1 Your Business is Marketing for the First Time

Creating high-quality marketing materials for your business can give you a strong start right from the beginning. If your business is new or is just dedicating efforts to marketing, hiring an expert will lay the groundwork for future marketing efforts - whether that is creating a logo, brand identity, website, or online presence. 

#2 You Have No Marketing Plan

Business owners without a marketing plan will most likely allow a great deal of time to pass before taking any action on marketing - if they do anything at all. When businesses have a blog with no new posts in years, no recent client reviews, and no recent project photos, it may leave potential clients who come across the website wondering if the company is still open for business.

A study from Hubspot found that companies that published 16 or more blog posts per month got almost 3.5x more website traffic than companies that published four or fewer monthly posts. The study found that a higher posting frequency is especially relevant for very small companies; companies with one to 10 employees that post on their blog 11 or more times per month notice a huge jump in website traffic compared to those that post 10 or fewer times per month.

These numbers may seem daunting, especially for those who currently have no marketing plan in place. If you’re not prepared to plan and execute multiple posts across multiple channels each week, an expert can create an actionable plan that will help your business achieve its goals.

#3 You Don't Have Marketing Training
Just as homeowners hire design and remodeling professionals for their home projects, you should entrust your marketing to a professional if you don’t have marketing training. If you don’t know how to make the most of a marketing channel, you might spend more time than it’s worth trying to teach yourself. By getting your marketing efforts right from the start, you save yourself from potential issues with wasted time, inconsistent branding, or generating insufficient or low-quality leads.

You may be surprised that your company might have the budget for the services of a marketing professional, especially if you consider outsourcing instead of hiring someone in-house. 

#4 There's Not Enough Time for Marketing

Once you factor in time for marketing efforts like email marketing, blogging, direct mail, video, lead generation, branding and messaging, it becomes clear that marketing takes a significant amount of time. If you’re not a professional marketer, you could spend a lot more time trying to replicate the same results.

As a business owner, it’s easy to fall behind on marketing if your schedule is full from taking on client work. The value of having a dedicated, outsourced marketing team member is that they can keep your content up-to-date and posted regularly.

#5 You Want to Generate More Business

If you’re looking to advertise with the hope of getting more inquiries, a marketing professional will help you by knowing the most effective channels, saving you time from guessing which will work best for you.

#6 You Need to Do Substantial Updates
Is your website mobile friendly? Does it look modern, and load quickly? Do you need a new logo? If it’s time for a major overhaul of your brand or your website needs a refresh, an expert can guide you so your website and all marketing channels fulfill the current best practices and consistently share your message to your target audience. Keep in mind it can take weeks or months to carry out substantial marketing updates like a rebranding or website overhaul - time that you could be spending working on projects that will bring in revenue.

#7 You Want to Increase Performance

Your business may already have some marketing materials, such as an email newsletter, videos, a website, or written content. But are they performing well in relation to other companies? Here are some benchmarks:

  • In an article from TIME, Chartbeat reports that 55% of people visiting a website spend less than 15 seconds on a page. 
  • A report from Akamai Technologies states that 53% of users will leave a website if it takes longer than 3 seconds to load.
  • Formstack reported that the average conversion rate of lead generation website forms was 11% and contact forms was 1%.

Great marketing involves knowing how to target your audience, write for your audience and coordinate visual material that interest your potential clients. If you have marketing materials but they are not achieving the results you want, or are not meeting these performance benchmarks, a marketing expert can identify what needs to be changed or updated.

Marketing Action Items

If you’re considering working with a marketing consultant, here is a list of marketing tasks they could perform. Check whether each item is something you already have, need, or would be nice to have. This will help you articulate your business’ needs so you can meet with a marketing expert and you can start working toward these items:

1. Logo / Brand Story

2. Website

3. SEO Optimization

4. Videography

5. Social Media

6. Email Messaging/Distribution

7. CRM System Setup

8. Direct Mail Campaigns

9. New Client Reviews

10. Local Advertising  

11. Lead Generation 


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