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The process that lead to the new content strategy begun with determining the market position, brand mission, and vision and ensuring they all aligned. The marketing assets were then developed attempting to activate branding communication, resulting in the end goal of informing clients of their services. This was executed through the print and advertising assets rolled out, which invited clients to information events and highlighted their savings with bulk billing options, asserting their affordable image.
To achieve these strategies, we needed to determine and align their core values with the digital strategy. We developed brand guidelines that included the creation of their logo to represent the brand's voice and personality. By understanding the consumer and brand profile a user-friendly website was developed with SEO and content strategies.
Marketing Eye was originally employed to provide a comprehensive marketing audit. After this was successful completed, Marketing Eye was engaged to be the outsourced marketing department for the company developing a marketing strategy and implementing it over a period of time. Marketing Eye's engagement includes development of multiple websites, email marketing, branding, brand names, advertising, vehicle signage wraps, product branding, development of apps, rebranding Active Medical Supplies, promotional products, lead generation campaigns and more. In addition to this, Marketing Eye has been employed to name other companies for the group, develop multiple websites and the development of a magazine.
Access Rehabilitation Equipment is a well established Australian business based in Victoria, supplying quality rehabilitation equipment for aged care and disabled persons, for over 20 years. Marketing Eye, helped by developing brand awareness with the design of a new logo and print materials, such as business cards, catalogues, and magazine advertising.
The brand awareness strategy was developed because it was quite aware that even though Access Rehabilitation Equipment is a long-standing organisation, they were lacking the awareness. We engaged in SEO and content strategies to enhance their website traffic and visibility. As part of further development of awareness, the creation of print content with the new branding designed informed clients of their services and acted as a guide to products and prices.
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.
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.