C.L Services is an established 3PL supply chain service, based in Atlanta, Georgia, with a competitive edge, their trademarked Prosponsive® logistics. Marketing Eye utilised its competitive advantage and created brand awareness through the creation of EDM, newsletters, and brochures. As part of the marketing strategy designed by the outsourced marketing department, C.L Services website was also repaired, and their social media channels were regularly updated to reflect the brand’s perspective.
KB Building Group service a niche market of controlled environment solutions, specialising in cold storage facility manufacturing. Their industry-leading ‘one-stop-shop’ for cold storage designs for any industry and priding themselves with an eye for detail. Through matching KB Constructions eye for detail, the marketing strategy involved a branding redesign of marketing assets such as business cards and EDM. The website was restructured with sleek imagery and the new rebranding.
Kaleidoscope Construction and Building Consulting are a locally owned licensed builder and renovation expert servicing Sydney. With and expertise in carpentry and joinery they offer all round building services, from conception and design to completion of the build.
The core strategy implemented by Marketing Eye, was to rebrand their image which would appear on new marketing assets. Marketing Eye designed a logo, t-shirt and car banner whilst conjunctively promoting their rebrand on social media platforms such as LinkedIn.
Based in central Queensland, Jarrett Builders specialise in civil, light commercial and residential construction and renovation. Their vast portfolio boasts a range of civil and complex projects, inclusive of mining sites. As the outsourced marketing department, Marketing Eye coordinated and implemented a marketing strategy that involved new asset creation of brochures and a website redesign. Continuing on with the marketing efforts there has been continual support, engagement and content creation for their social media channels.
Carry A Book is a newly launched app connecting book lovers, based on their preferences. In order to build the brand, Marketing Eye engaged in marketing and design assets and concepts by gaining feedback from the app and developing a new website. The implementation of search engine optimisation has also been strategized as part of extended branding. Marketing Eye have also implementation a strong presence on social media to build further brand awareness and engagement. There have been successful public relation campaigns through a micro- influencer on Forbes and Ticker Jumpstart Live.
The marketing assets developed by Marketing Eye included a rebranding of their logo and business cards, which featured on their email signature and letterheads. The website was also restructured to represent the new image of Work Life Well.
DentiCare provides payment plans for dental and orthodontic practices all around Australia. DentiCare found that 61% of patients use Denticare as a payment option because 79% of Australians can’t afford dental work. The marketing collateral created by Marketing Eye included ’12 days of Christmas’ campaign and assets such as brochures, flyers, EDMs, business cards, and a drink bottle promotion. All social media channels were engaged with relevant and consistent content.
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.
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.
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.
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.
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.
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.