Marketing can mean many things to different people. Some use the term interchangeably with
branding or advertising. But, really,
marketing is the umbrella of all services to from messaging to branding to
positioning to selling. In essence, marketing
is the act of persuading people to buy a product or service.
However, it’s not just ANY product or service – you need to
convince customers to buy YOUR product or service, not your competitor’s.
The marketing realm is getting harder and harder to
navigate. Not only is competition in
your specific industry fierce, but so is the marketing landscape. There are a variety of mediums, channels and
resources to ‘help’ push out your product or service. But, which one is the best for your
business? The more avenues that open,
the lower your reach in any specific medium.
Today’s world is changing.
Attention spans are smaller. The
market space is larger. And the
introduction of GDPR last year has given marketers a whole new challenge. Nailing
down a marketing strategy today is like trying to hit a moving target.
If it’s hard for marketing professionals, imagine trying to
conquer the field on your own. You see,
there are two types of capital – time and money. Would you rather spend your time learning
every nuance of marketing and hope your strategy works or would you rather
spend your money on a marketing professional(s) who gets it? The latter frees up your time to do what you
do best – YOUR BUSINESS.
As a full-service marketing business, we get it. Talking about money with entrepreneurs or
small businesses is difficult because they are on a shoe-string budget. And, as mentioned before, many organizations are
wary of where to apply the bulk of their budget since there are many different
channels and strategies in which to invest.
Admit it – every company needs marketing – even marketing
companies. Whether you have a product, service or an idea, it requires support
and encouragement to make its way into the world.
When SK Consulting started, we focused on local businesses
and non-profits. As time passed, our
portfolio grew, as did our services. We
have built upon our brand and offer a unique business model to local, regional
and global organizations. We work for
businesses with varying budgets because we know, like snowflakes, no two
businesses are alike. Templates are not the answer. Customization
is.
This is how we sell our service. Yes, marketing is an investment. At SK
Consulting, we provide you options. Hourly. Project-by-project. Retainer.
We provide options so that you can see for yourself that an investment
in the right marketing is a positive investment in your company.
The Marketing Sell
So why isn’t marketing an easy sell? It’s about positioning
and perception. Some marketing agencies promise way too much ‘return on
investment.’ But all benefits can’t be measured. There is qualitative return AND quantitative
return. The fact of the matter is – if a
marketing company doesn’t deliver, the relationship sours as does their
reputation.
That being said, your marketing company should promise
SOMETHING! Deliverables. Dedication.
Availability. Strategy. Research. Budget Recommendations. The list goes on. Agencies that don’t promise
anything, in fear of falling short, are doing themselves a disservice. This
makes selling marketing solutions harder because there’s no visible benefit for
the buyer.
When and Where to Invest
Again, marketing isn’t an expense, it’s an investment in the
company. From product and package design to how many words are on the front
page of your website, everything that communicates with the customer is a
marketing decision, and therefore an investment in your business’ future. If
you engage with the right kind of agency, marketing won’t cost you money
in the long run – it’ll make you money. Just like with any investment,
you have to part with your cash in the initial stages and put your trust in
sensible and well-practiced predictions to see a return.
Marketing is not an expense the way a box of pens or
internet service is an expense. Every social media profile, radio ad, or
tweet directly impacts your business’ bottom line. If these things (or any
marketing initiative) have the power to sell a product or service, and we know
for a fact they do, then failing to utilize them properly, or at all, is
business suicide.
Essentially, if expense is what you’re focused on, marketing
will always be scary or frustrating.
It doesn’t have to be. Allow yourself to see marketing as a
direct investment from which strong bottom lines flow. Conversely, bad
marketing chokes off the flow of strong sales, allowing competitors and
substitute products to cut off a chunk of pie originally meant for you.
Marketing is the science of investing in your business and your products for the
long-term (not focusing obsessively on early ROI – ESPECIALLY if you are a new
business). The money might not flow right away, but the investment will pay
off.
Keep building the plan, much the way you’d build a house. If
done correctly, the sum will end up greater than the parts. Like anything in
life, you simply must invest wisely.
When looking at marketing partners, don’t look at the cost of their
services. Look at the value they bring
to your overall brand. Shop around. Find the best fit for you and your
organization. In the end, you won’t see
a return if you don’t invest.
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