Time after time I run across people that have been conditioned by the marketplace into asking “what do you do and what will it cost?” before a consultation ever takes place. Your company is more important to you than that – so take the time to find somebody who is willing to ask questions about you and your company before offering a marketing service.
“We have exactly what you need right here! A marketing plan to fit any business, big or small, fast or crawl, we can do it all! Just pick from Package A, B. or C and we’ll see you at the finish line!”
Have you ever bought a computer sight-unseen just because you needed a computer? Even better, what about an investment plan? That one would sound a bit hokey right? Your marketing is every bit as important as your investment plan because it is an investment in the growth of your company. If you order Package A, B, or C without a consultation ahead of time, you’ll receive your package and find that the waist is a little too loose so you’ll need a belt, the legs are a little too long so you’ll need them hemmed, and they fit just a bit crooked. You’ll eventually get tired of wearing Package A and toss them in the garbage before going to the store to try on your next pair of paints. Take at least as much time choosing the company you hire to take care of your marketing as you do choosing a wardrobe and you’ll be at least a little better off.
Do you have a website? Does your website traffic increase from month to month? Do you use social media? How do you use it? To build brand awareness? Customer engagement? Traffic? What social media outlets do you use? Facebook? Twitter? LinkedIn? Do you monitor social media for mentions of your company, products, or competitors? Do you have a blog? How often do you post? Do you have an SEO strategy? How often do you perform keyword research? How often to you analyze your website to ensure they’re optimized effectively? Do you track your inbound links? Do you actively work to build inbound links? Do you generate leads from your website? What percentage of your traffic convert to leads? How many offers to you have on your website? How many landing pages do you have? How often do you build new calls to action to drive traffic to your landing pages? Do your leads convert into sales? What percentage of your leads convert to sales? How often to you send email marketing messages? Do you segment your email marketing lists? Do you use automated lead nurturing? Do you analyze your results each month and implement changes to improve those results? I could ask many more of these types of questions, but I think you’re catching on.
How about this . . . What are your business goals? When do you want to reach those goals? Will your current marketing plan achieve your desired results? What are your personal goals? When do you want to reach those goals? Are you being asked even half of these questions when you purchase Package A, B, or C?
Take some time to look around. Talk to several different marketing companies. Invest your time before you invest your hard-earned money. If a marketing company doesn’t take the time to try to get to know you and your business before trying to sell you a marketing plan, your best bet is to keep looking. Marketing plans don’t come in a box. Marketing plans take time, effort, and thought in order to work properly.
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