Every business owner is faced with the similar options and approaches to handling their communications strategy and campaigns. Most start by trying it themselves, because they believe they know their business best, and want to give a try at the “fun stuff” – like marketing and advertising.
Like many businesses, you might also consider hiring a full or part-time marketing assistant or consultant. Before you do…ask yourself this: When your business needs electrical work do you do it yourself? Hire an electrician to be on staff full-time? Or ask your plumber to handle it?
Bring in the Experts.
Though simple marketing and advertising might seem simple enough to do yourself, nothing hurts as much as a costly misfire. Not only will you send the wrong message to a very busy public, but your budget will likely suffer and you’ll be in no position to recover or redirect the funds and time wasted. The fact is, no one can do the job as effectively and efficiently as someone who lives and breathes the industry everyday.
Seeing the forest and the trees.
With any luck, the consultant you hire will bring with them an objective opinion and a fresh perspective. It’s easy for many business owners to lose perspective on their brand as they become immersed in daily operations. When you’re managing the minutia of business, it’s easy to lose sight of the bigger picture. Often, a business’ marketing will reflect this, and the actual benefits of a product or service is lost to a detailed description of its functions and product details. All emotion is lost in the pitch, and as such, isn’t received by the intended audience.
If you add another ball, technically it is juggling.
Even if you give the added tasks of marketing to an employee, attention is being taken away from other important responsibilities and projects. Consultants on the other hand, are dedicated to one, and only one, important portion of your business. The right one will stay focused on your brand’s image and sales – allowing you to keep your attention on other important development projects and goals.
Be Like Gumby.
The right consultant will remain very flexible, and should be ready to take on an assignment at a moment’s notices. The ease of getting a project started is just a phone call away from being put into production. Conversely, hiring a new employee to handle your marketing takes time to advertise, interview, and sort through candidates – often to find you may or may not have committed to the overhead of an employee.
The C- Word
Hiring a marketing consultant or firm may not require a long-term Commitment. When a marketing firm completes a project, they have the flexibility to move into whatever position you need, from quarterly analysis, to basic maintenance, to completely out of the picture while remaining on the sidelines when you’re ready to take a new step forward.
Whatever your stage in business, it’s worth your time to set clear strategic goals for your marketing budget – and spend it wisely. Investing in a professional or team of consultants to help you execute your campaign will not only save you money in the long run, but deliver greater results for your investment.
Do you work with a marketing firm? If so…we’d love to hear about your experience!