Small Company Marketing Consultants – Why You Need One And How To Select One

Having spent many years working with small and midsized B2B and B2C organizations on their marketing and marketing communications strategies and plans, I believe I’ve got a good sense of the issues facing them. Generally, at the top of the list, is the lack of a real marketing plan. How is it possible that something so basic is missing? My conclusion is that, despite possessing the skill sets that drive their organization’s success, founders and/or management simply do not have:

  • Time to think about marketing at all, because there is always something “more important or urgent” that needs their attention;
  • A real understanding of the power of marketing and how it can significantly improve profits and return on investment (ROI);
  • The resources, budgets and people available – marketing and marketing communications is “unfamiliar and scary”, and there are always other areas that need support first;
  • The knowledge of how to seek out and evaluate professional marketing help.

These are concerns regardless of the type of organization – start up, early stage or established companies, and even nonprofits for that matter. And, without real planning upfront, many brands are operating with a “Ready, Fire, Aim” reaction to the marketplace.

What Will Hiring A Marketing Or Marketing Communications Professional Do For You?

In order to accomplish short and long-term objectives you need to develop a meaningful marketing strategy and an integrated marketing communications plan and tactics. At its core, having a professional marketing program will improve a brand’s profitability and ROI. This task is often outsourced, frequently with a part-time Chief Marketing Officer.

The process starts with the outside consultant learning about the brand – its strengths and weaknesses, competition, distribution, business plan objectives, existing communication materials, employee involvement. During this learning period, the consultant also avails himself of any pertinent primary or secondary research. Most important, this period is also the time for establishing trust between the organization and the consultant.

While some tasks may be completed directly during this learning period, an outside professional would use this knowledge to prepare:

1. A marketing and marketing communications strategy, along with a positioning statement. The positioning statement is a succinct description of the core target audience to whom the brand is directed, and a compelling picture of how the marketer wants the audience to view the brand.

Sound simple? Take a minute and answer these four questions about your brand:

  • The target audience, in very specific detail?
  • The category in which the brand competes, and its relevance to customers?
  • The brand’s benefit and point of difference?
  • A reason for the customer to believe – the most compelling proof?

The positioning statement is the credo for the brand to live by. All marketing and marketing communications should flow from this positioning and be understood by all employees, agents, partners and management.

2. An integrated and holistic plan with tactical expressions – media programs; creative executions, including new and/or traditional advertising; public relations; content marketing (social media, articles, blogs, white papers, video); packaging; point of purchase; employee engagement; and, events.

The use of internal or external staff to create the above will be directed and evaluated by the consultant or, if necessary, specialists may be recommended.

3. Recommendations for primary or secondary research when clear cut answers don’t exist on specific subjects. Marketing depends on a complete understanding of the customers’ “wants and needs” as well as how they relate to your brand and competition. Not just what your staff thinks; rather, information. Facts beat opinion every time.

4. A procedure of measurement and evaluation of the objectives of the agreed upon plan, as well as the established objectives to be accomplished with each target audience and marketing communication task. Benchmarking and on-going analysis is key to successful marketing programs, allowing for change or refinement as you proceed.

5. A format for informing and discussing the reasoning behind the marketing planning, so that everyone in the organization understands why the specific strategies, plans and tactics were developed and implemented. The consultant becomes a “teacher” and the entire organization becomes brand advocates.

Marketing consultants have increasingly become members of the C-Suite because of today’s turbulent and rapidly changing environment.

What Talents Should A Marketing Consultant Have?

Look for a consultant, full or part-time, who is:

1. Willing to learn your business from the ground up and doesn’t have a “one size fits all” mentality;

2. An established professional, with extensive experience across industries and brands in B2B, B2C and nonprofit organizations, large and small. Expand your horizons and don’t settle for experience in only your niche or industry;

3. Media neutral and willing to embrace analytics to develop a variety of programs as well as to measure them. In today’s complicated marketplace, a consultant must understand new and traditional media, the difference between efficiency and effectiveness, “likes” vs. “sales”, the dangers of digital ad fraud, etc., etc.;

4. Apolitical and willing to tell it like it is, so candor will flourish in your relationship. Having your consultant free to demonstrate the discipline of marketing and marketing communications will build trust and a meaningful partnership;

5. Has an established network of marketing communications specialists who can be called in to provide solutions when necessary.

The marketing and marketing communications strategic and tactical challenges of today are growing exponentially. But, as with our uncertain economic and political environment, putting your head in the sand isn’t a viable response. As Will Rogers said, “Even if you’re on the right track, you’ll get run over if you just sit there.”

Here is a Quick Way to Build a Successful Business on eBay

Millions of people are trying to build a successful business on eBay. But the sad truth is that only a very small percentage succeed. To become successful on eBay or any business venture is knowledge. Do you remember the old saying, ” knowledge is power”? Well, that is exactly the truth. I want to share some success tips with you, so you can go forward in your business venture. When trying to run a successful eBay business, there are 10 primary steps that you should follow.

1. Do What Works
There are many different ways to build a business and make money on eBay. There are virtually millions of products to sell and thousands of niches to sell in. but what it all comes down to, is what works for you. The main goal here is to produce results. No one can tell you what product to sell or niche to sell in. You must learn this on your own.

Don’t be afraid to try different ideas and methods. The only way you are going to find out what is working for you, is to put them to the test. And at the end of the the day our main goal here is to make a profit.

2. Not Failure Only Results
The only way to get the results you want, is to take action. As long as you keep plugging away at your business, you are not failing, you are producing results. You must come to realize that you are simply testing the waters here. What doesn’t work for you the first time, make an adjustment for the next time around.

Everyone makes mistakes, and you will to. The trick is to keep learning and keep taking action towards your business. When you do this, failure is not a option.

3. Be Flexible
A person that believes in doing things one way, will not be successful on eBay. You must be open to different products, niches, ideas, and so on. Be flexible in all of your endeavors and mindset. In time, you will start to reach different levels in your business. By being flexible, you will take the necessary steps to ensure success every step of the way.

4. Do Not Chase “The Hot Product ”
Yes be flexible, but don’t find yourself chasing ” the hot product. ” You must understand the difference between test marketing products or ideas, and studying the results. You cannot just simply keep switching gears and selling something different every other week. Give your product or niche some time to develop.

5. Conformity
When you are sitting around trying to come up with ideas or products to sell, look to see what other successful entrepreneurs are doing. Don’t copy them, modify what they do and come up with your own style of business. You don’t have to reinvent the wheel, just learn what other successful people are doing in their business and apply what you learn to yours.

6. Consistency Is Key
You must be prepared to work your business on a ongoing basis. By taking action, you will become consistent and successful in your daily business routine. Remember this, if you treat your business like a hobby, it will pay you like a hobby. Get up and take action NOW.

7. Surround Yourself With Mentors
Make sure that you choose your friends and colleagues wisely. Your attitude will reflect the people around you. If your family and friends question your dreams and goals, they will inflict negativity towards you and your business. Do not let people drain your energy of becoming a successful entrepreneur.

8. Be The Best You Can
Success isn’t beating someone else in business. You cannot compare yourself to other successful business owners and get frustrated because your not where they are in your business. Remember that everyone is one a different level. Take your time to be the best you can be towards life and your business, and success will follow.

9. Step Out Of Your Comfort Zone
No successful entrepreneur ever achieved true success by staying inside the box. As human beings, it’s easy to get comfortable with our business and play it safe. The truth is you need to step out of your comfort zone, again and again. This will insure you take the proper steps needed to go forward within your business.

10. Balance Stress And Work
Many people believe that stress is simply bad. This may be true in certain situations, but stress is essential for growth and advancement. Continued stress however, can lead to a work breakdown. You must learn to balance your stress and your work properly. It’s OK to take a step back every now and then. You want to keep your mind sharp and your ideas fresh. Sit back, take your time, and your best work will come through.

Believe and use the information I have provided for you here. Take time to learn and grasp these steps towards building your business on eBay or any other business venture.

Market Mood Swings And How To Benefit From Them

You must have heard many news like – market dropped due to some political upheaval in the middle east or the market soared due to some referendum in Europe. In the age of globalisation, all the markets and businesses across the world are intertwined, hence any geopolitical event has the potential to move the global markets.

But where does that leave the investors? What should be their ideal approach to counter such uncertain situations? The good news is – whether markets fall or rise, it’s an opportunity for the investors. Here’s how.

Investors In The Market Cycle

The reason we say that whether market falls or rises, it’s always an opportunity for the investor is because if the market falls, all the stocks on your watch-list, most likely, will be in the buying range. And when the market rises, it’s a perfect point for you to sell the stocks which have reached their target price.

The key point is – if you have a long-term perspective in stock investment, it will be your armour against all the uncertainties of the stock market.

Let’s take a look at the market phases which comprises the market cycle.

The Bear Market

The bear market is a market condition where the prices of the securities fall considerably and the market goes through a significant downturn. In such situations there is widespread pessimism about stock prices and a lot of panic selling takes place which further escalates the downturn.

Though it’s a nature of the market to swing up and down, intraday traders and short-term investors, who deal in huge quantities, have no other option but to sell their holdings to minimise their losses.

However, long-term investors have an advantage in this phase, as they can choose to hold their stocks while they also have an alternative to average their existing stocks and buy new stocks. Always remember, the bear market is a perfect opportunity to enter the market and build a robust portfolio.

Market Accumulation Phase (Consolidation)

This phase takes place after the markets have hit the bottom and some value investors think that the market situations is good to buy as the worst is over. Valuations of stocks are very attractive in this phase while the market sentiment is still bearish. Which makes it an ideal time to enter the market. In the accumulation phase, prices are flat, as the disillusioned sellers start selling while the wise investors pick it up at a healthy discount. Owing to such turn of events, market starts to pick up.

To get through such phases, investors should just be patient and hold their stocks. Giving in to your impulse of selling stocks due to continuous consolidation will only bring you losses. It’s just a phase which passes sooner or later.

The Bull Market

The bull market simply means that the market is on its upward drift. The market index goes high and all the major stocks start soaring. This is the phase investors invest for. One thing investors should ensure while going through this phase is that it’s not a buying period, it’s the time to review your portfolio and sell stocks which have reached their target price. In a way, all the investment, and calculated risks you take while the market was down pays off when you reach this phase. If you make the right choices, you will be handsomely rewarded.

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