You have a business story to tell, but you need strategies to share your message with the right people. In a nutshell, that’s what we call marketing. It’s a simple explanation, but not such a simple process. The question is, how can small companies get the job done right? The answer? Hire an experienced Marketing Director OR team up with an expert Marketing Consultant. Let’s consider both options.
A skilled Marketing Director’s salary will easily come in above $85,000 annually, and more often that number will fall somewhere in the range of $120,000 to $200,000. Big change for small companies. The other option? Work with an experienced Marketing Consultant who can dedicate the time you need without hijacking your budget. The Edmiston Group has the tools to successfully drive your marketing machine, so you can focus on what you do best.
Perhaps you are not sure what to expect from a marketing consultant. A good consultant will begin with a roadmap (or marketing plan). You need directions to travel across the country, so why wouldn’t you need a roadmap to move your business efficiently from Point A to Point B? That’s what a marketing plan will do for you.
Another important step is to know who your competition is and what they are doing. Why fight a battle you are already winning? For example, if you monopolize share in one aspect of your business and lag behind your competitor in another, which deserves your marketing dollars? The Edmiston Group can help you conduct and translate a competitive analysis as part of your Marketing Plan, so you can be sure that your dollars and time are spent in the right direction.
We all know Flo (from Progressive) and the Geico gecko, whether we want to or not. Why? Because those companies consistently push out their message in every imaginable way. Engagement marketing is consistently reaching out to those clients who already know and trust you. These clients become your cheerleaders. In today’s competitive and “noisy” business environment, it isn’t enough to say once what you have to offer. Success is driven by consistency.
You have many options when it comes to delivering your message: blogs, social media, newsletters, advertising and more. The first step is to understand your target audience. How do they prefer to receive information, and what method will they most likely use to respond? It can be tempting to throw dollars for paid advertising in all directions, but how are you measuring response? Advertising alone, however, may not be the best option. If your clients typically come from within a 10-mile radius of their home or place of work, that advertising outside of that range yield may little results. Much more effective might be a sponsorship of a community festival, 5K or some other event that pulls local businesses and residents together for a common purpose.
If the prospect of marketing your business is overwhelming, you are not alone. The Edmiston Group is very experienced in helping business like yours. For just a fraction of a full-time Marketing Director’s salary, we can help you plan and execute a successful marketing campaign.
Contact The Edmiston Group to hear how our consulting services can help you successfully market your business. Call today at 724-612-0755, and we’ll share one hour of business consultation at no cost.
About the author: Autumn Edmiston is the CEO and owner of the Edmiston Group. The Edmiston Group is a multifaceted Pittsburgh based marketing consulting firm providing senior level marketing management services to businesses and non-profit organizations on a short or long term basis. Core areas of service are business development, marketing, strategic planning and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business growth.