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Marketing Blog tag: 'marketing strategy' - Marketing Eye

Like every other business owner, a month ago I stopped in my tracks. I looked around, read everything I could and basically tried to fill my head with as much knowledge as possible. I know that I don't know what I'm doing and right now more so than ever. I had so many questions: What is happening to the world and how is it going to effect my business? How do I navigate through this period of uncertainty and change, without falling apart? How are my staff going to take this? What's important? What isn't?

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
Marketing teams are only as good as the freedom they have to be successful, and their individual desire to kick goals, and do campaigns that excited their customers and prospects/
Published in Marketing
For my entire career I have been conducting marketing workshops with groups of stakeholders within businesses with the firm aim of developing a marketing strategy aligned to their business goals.
Published in Marketing
Monday, 06 January 2020 07:53

How marketing can truly help sales

The role of marketing is to provide the platform for sales to occur. That means generating leads, warming them up and then passing them on to our sales counterparts. When sales teams are cold calling and chasing leads, and you have a fully functional marketing department, there is something going wrong.
Published in Marketing
Friday, 20 December 2019 12:43

How to write a marketing strategy

It’s that time of year when every business is re-thinking their business plan and marketing strategy – with good reason. A new year is about to begin and the next decade will either make or break your business. 

With the right plan in place, the chances of “making your business” become so much higher.
Published in Marketing
Thursday, 19 December 2019 13:55

How to write your 2020 marketing strategy

There are few marketers who truly have a firm understanding of the entire marketing mix, mostly because they have been pigeon-holed into various tactics without having enough exposure including successes and failures in others.

A 2020 marketing strategy looks a lot different to any other year. The market has changed dramatically. There is an election in the works and of course, the economy is playing havoc with cash flow, so how does a small business navigate their way to marketing success in such murky waters?

Crafting and executing an effective marketing strategy is the most important job for any marketer, and failure to do so is the greatest threat for building business momentum. The key to creating an effective strategy lies in fulfilling your company’s needs, and how you can appropriately market your products and services to your customers. The characteristics outlined below either individually or collectively of a marketing strategy can help companies achieve positive outcomes.

Published in Marketing

It’s officially November, which means that 2019 is officially winding down. As this year draws to a close, companies everywhere are working to get prepared for 2020 by allocating budgets, hiring for services, and closing out deals. It’s important to get these things taken care of, but what about the marketing strategy? A marketing strategy is a plan of action designed to outline your goals and promote your company. Without a marketing strategy in place at the beginning of 2020, it will be much harder to efficiently and effectively accomplish anything in the new year. Below, we have a few things that should be included in your marketing strategy for 2020.

Published in Marketing
There are many obvious reasons why you need a marketing strategy, but in case you are sitting on your hands and procrastinating, here are 50 reasons that you cannot ignore!
Published in Marketing
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