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Marketing Blog tag: 'brand' - Marketing Eye

Marketing consultants vary from one to another, just like any other profession, however there is a cadence that all marketing consultants should follow.

Formally, I’ve been a marketing consultant for 21 years working in Melbourne, Sydney, Brisbane, New York and Atlanta. During that time, I have had the opportunity to not only consult to hundreds of small and medium-sized businesses but also Fortune 100 companies, and surprisingly there is a lot of similarities.

What can you expect from a competent marketing consultant:


Ability to create a marketing strategy aligned to your business goals

If a marketing consultant is coming into your business and their only discussion is one or two areas of marketing, you must consider that perhaps they don’t have enough experience in marketing to understand that an omnichannel approach is the only way to build a sustainable marketing strategy.

A strong marketing consultant would have at least 10 years’ experience in marketing with successes and failures under their belt.

Whether they do marketing strategies the old fashion way or they use Robotic Marketer, it is important that they understand all the different facets of the marketing mix, and how they relate to connecting your brand with your audience.

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Branding is a strength

Many marketing consultants fail to truly understand the value of brand leaving this side of the “business” to their advertising counterparts. To do marketing, you really need to understand the company’s brand; personality, values, voice, attributes, benefits and so on.

Branding is very important to differentiating your company from your competitors. At Marketing Eye, we focus on being an outsourced marketing department. Our brand personality is professional, inquisitive, forward thinking and reliable. Our voice is authoritive, knowledgeable, visionary and global.

To understand your brand is important to how you communicate your value proposition and connect with your audience.

A marketing consultant needs to know how to strengthen your brand in the market and ensure that you are consistent with all brand messaging and placement.

Branding

Technology-savvy

Reaching your customers and prospects is hard when you are doing it manually. By automating this process you will be able to reach more customers, more often with less effort in a way that they want to be communicated with. Having the right technology suite is imperative and ensuring that it is integrated, providing you with the right data to feed your sales team, will change your outcomes.

Always start with:

CRM: We use Salesforce but there are many CRM tools that are effective. Salesforce is the most commonly utilised CRM tool in the world, but not necessarily the best. It’s a bit old fashion in many ways and clunky, so find one that is easy for you to use. Other suggested CRM technologies include Insightly, ZohoCRM, SAP CRM, Oracle Sales Cloud (SMB), Netsuite CRM, Base CRM, Hubspot.

Email marketing platform: We use Mailchimp, Constant Contact and FutureMail, however there may be email marketing platforms that are integrated into your CRM or Marketing Automation software that is more effective for your business.

Scheduling Tools: We schedule all social media through Hootsuite and Buffer. Most scheduling tools do the same thing and are usually free to use.

Google Analytics: Key to understanding the traffic on your website and how to improve your search engine optimisation, Google Analytics is very important to any company with a website. If your marketing consultant cannot read Google Analytics, then fire them fast!

SEO Tools: There are so many to use with our preferred SEO Tool deriving from Robotic Marketer technology, but others that are awesome include SEMrush, SpyFu, Screaming Frog, MOZ, Yoast and Alexa.

For the past 16 years, Christina Kortesis has been a marketing consultant with Marketing Eye Melbourne. She epitomizes the way marketing consultants should interact with their clients.


Regular communications

Each week Christina contacts or meets with her clients and talks through the marketing activities for that week, analytics and deliverables. It gives the marketing consultant an opportunity to discuss freely all marketing activities and how they align to the company’s business plan. It also gives the client an ability to update the marketing consultant on the business and how the marketing efforts are affecting sales.


Weekly reporting

Reporting on marketing activities with analytics is essential to any marketing campaign. Marketing Eye’s marketing consultants use our own in-house data analytics program as well as Google Analytics and Alexa.


Sharing of ideas and campaigns

Just because someone else did it doesn’t mean that you can’t do it too! Part of Marketing Eye’s process is to constantly encourage marketers to keep up-to-date with the latest marketing campaigns. Sharing successful campaigns undertaken by other agencies inspires ideas.


Feedback

Clients are everything. Without them, marketing consultants don’t have a job. Ensuring that the door is always open for feedback is essential to creating great relationships but also better marketing results.

Being a marketing consultant means that you have accomplished enough to be able to provide expert advice to your clients. You also know what tools you have access to that enables a better outcome.

Published in Marketing
Tuesday, 29 October 2019 01:33

What a Good Logo Needs

When you are building a business from the ground up, there is a lot to take into consideration. It’s easy enough to focus on how your company is going to turn a profit, but there’s one thing that shouldn’t be allowed to slip through the cracks: the creation of your logo. Your logo will do many things for your business by giving your audience something to recognise and setting up a visual identity. Below, we have some essential considerations for your logo creation process.

Published in Marketing
Saturday, 28 September 2019 04:11

Pivoting your personal brand

Introverts aren't known for personal brand pivots or are they? There is the fallacy that introverts don't 'show off' or 'put themselves out there'. I think this is far from the truth because as an introvert I know what it's like to know what you want and go out and get it. It's just we do it in a different way.
Published in Marketing

Instagram has over 1 billion active users and is a universally prominent social media platform. It provides engaging and entertaining visual posts, that people love having a scroll through.

Published in Marketing
If I look through my life and the various stages of my own personal evolution, I see change. From a shy child, to a young adult caring about what other's think, onto a career driven entrepreneur focused on creativity and exploration - I see a person who has grown inside and out. However, it wasn't until my 30's that I really came into my own, made decisions based on not only what I wanted, but what was best for the environment in which I live and the world beyond what I could see. I gained confidence through learning about the broader issues of the world we live in, and what I could do as an able person, capable of using their voice for positive change.
Published in Marketing
Wednesday, 17 April 2019 10:25

Coachella is a brands Wonderland

More than 200,000 attendees, an incredible line up of phenomenal artists and the world’s biggest celebrities. Yes, you probably guessed this sounds an awful lot like Coachella. Whether you have attended a desert-inspired

Published in Marketing
Monday, 15 April 2019 08:51

Is brand loyalty dead?

For as long as there have been businesses, there have been loyal customers. Nowadays, with heightened competition and many more channels of connection, it has become increasingly harder for brands to maintain a strong relationship to a large proportion of their customers.

Published in Marketing
Wednesday, 10 April 2019 09:43

Build your brand on Instagram

Creating a brand on Instagram is easy these days, but building a memorable one - now that’s the real challenge! When it comes to Instagram 68% of users regularly engage with brands. There is no doubt that effectively using Instagram can well in truly transform a small business or startup to become an ‘Instafamous’ one.

Published in Marketing
Imagine my surprise when I landed back in Australia, only to be picked up by one of my team members who was so excited about showing me what he and the rest of the team had achieved while I was gone.

They had done things, without any request from management, to take the business to the next level. 
Published in Marketing
Read the news online and you’ll realise there are many versions of the truth. It’s not just in navigating the world of current affairs that people find it hard to know what to believe or which version of reality is legitimate. In the new digital business world, consumers also find it increasingly tricky to sort truth from fiction and to gain trust in businesses. The recent rise of "fake news" has everyone pointing fingers at each other. So how in this new era, with cynicism increasing, can genuine business people reduce public doubt about internet marketing claims? How can brands give their customers confidence in their legitimacy?
Published in Marketing
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