Which Marketing Solution is Right for You
Which Marketing Solution is Right for You
If you're running a small business, then at some point you may be faced with the problem that you want to gear up your marketing in order to grow the business, but at the same time you're afraid of getting it wrong and losing whatever you invest in it.
Whilst large businesses can afford to throw large amounts of money at campaigns, and absorb the losses if their marketing doesn't work, small businesses need a return on every pound they spend. They need some level of certainty that the money and effort they invest is going to produce good results. Otherwise, what can happen is that they keep doing what they're already doing (which probably isn't working that well), or they blow a load of money on advertising or marketing solutions that don't work, and then lose faith in outside help or marketing altogether.
If you want to avoid wasting money on marketing and advertising, or getting burnt by marketing consultants then you'll want to minimise your risks and invest your money in solutions that work for you.
As you read this article you'll discover 5 options for learning how to do your own marketing or recruiting outside help, and the advantages and disadvantages of each option.
5 Options for Learning Marketing Skills or Getting Help with Marketing
1) Learn how to do it yourself through reading books, attending workshops, using audio programmes etc.
The obvious advantage of this is that it's the cheapest option, plus as you learn to do things for yourself, you retain control of your marketing programme. However, the major drawbacks are that the learning curve is very steep and it may take a long time to learn what works, plus you may end up learning a lot of generic information that doesn't directly apply to your business or that doesn't give you an actual step by step plan. You may learn what to do, but not how to do it or the exact steps you need to take to implement what you've learnt.
2) Use a marketing consultant/agency
The advantage of this is that you effectively hand over the problem to someone else who deals with it on your behalf, leaving you to get on with what you do best. The disadvantages of this option are that you don't learn what works for your business and you are no longer fully in control of your marketing function - so you won't know why some things work and others don't.
Also, this is probably the most expensive option, and some marketing consultants have got a tendency to prescribe their pet solution, before even diagnosing the actual problem and the situation. Not only that, but if your problem is, for example, lack of sales, and you decide the solution is PR, and then hire a PR consultant, they will work to your brief. In other words, you've diagnosed the problem and precribed the solution. However, PR may not be the best solution to your problem, and a proper analysis of your target market and your current activities, budget and opportunities is required before forming the conclusion that a PR consultant is the answer.
3) Group coaching/training programmes
The advantage of this is the lower cost plus regular classes and fieldwork that keep you on track. Some people will benefit from working in a group, especially as they learn from the experiences of others, and particularly if there is a "buddying" system in place.
The disadvantage is the lack of personal coaching/consulting or significant input from the expert in examining your particular situation. Not only that, but you'll be going at a pace as dictated by the course outline, when you might want to move considerably faster or even slower. Also, most programmes go through a range of strategies as decided by the programme creator, some (or many) of which are not applicable to your particular situation. This is especially true if the programme is designed for the generic "small business" - what works for a dry cleaning business may not work for a consultant, coach or professional.
The result is that you may be learning 10 or 12 strategies at a rather superficial level, rather than homing in on the 2 or 3 strategies that are really going to deliver results into your business, and which are manageable.
4) One to one business/marketing coaching
The advantage of this is the personal attention, and the ability to address your specific issues. This works out a little more expensive than a group training programme, but less expensive than hiring a consultant.
How this works varies widely and a lot depends on whether the coach is using a coaching model (i.e. they guide you in working out your own solutions) or a marketing model (they take on a role more similar to a consultant than a coach, and tell you what will work for your situation). Most do not seem to offer any structure, specific outcomes, or programme of activities so it can be hard to tell what you're getting for your money.
5) A Structured Programme of consulting, training and mentoring delivered one to one
In this scenario the consultant uses a structured series of exercises to analyse the client's situation, help them build their marketing foundation, overcome problems and obstacles standing in their way and works with them to create a series of marketing actions that will work best for them.
This typically costs about the same as marketing coaching, but has more tangible outcomes and the consultant will also be doing things on the client's behalf in between sessions. The advantages are that the client is fully in control of their own situation and is being guided and taught how to do things for themselves. The consultant will also use their expertise to steer the client towards solutions that will work for their situation, their market and their type of business, and filter out approaches that are irrelevant or less likely to produce good results.
The disadvantages are that you still have to do the work yourself (unless you pay for help with implementation), and if the consultant is helping you to craft your message and build your foundation, then there may be a delay before any strategies get fully implemented. This is really the approach that is analogous to building your house on rock rather than on sand - it takes a little longer to lay the foundations, but it's a sturdier, stronger solution in the end.
© 2006 Jane Hendry, Attractioneering
------------------------
Jane Hendry helps professionals, consultants and coaches to create marketing systems that easily and consistently attract their ideal clients. To get your f*ree Attraction Marketing Starter Kit please visit http://www.attractioneers.com . You will also find a F*REE marketing plan template and a F*REE marketing evaluation.
Which Marketing Solution is Right for You - To learn more about this author, visit Jane Hendry's Website.
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Copyright © 2006 Attractioneering
If you're running a small business, then at some point you may be faced with the problem that you want to gear up your marketing in order to grow the business, but at the same time you're afraid of getting it wrong and losing whatever you invest in it.
Whilst large businesses can afford to throw large amounts of money at campaigns, and absorb the losses if their marketing doesn't work, small businesses need a return on every pound they spend. They need some level of certainty that the money and effort they invest is going to produce good results. Otherwise, what can happen is that they keep doing what they're already doing (which probably isn't working that well), or they blow a load of money on advertising or marketing solutions that don't work, and then lose faith in outside help or marketing altogether.
If you want to avoid wasting money on marketing and advertising, or getting burnt by marketing consultants then you'll want to minimise your risks and invest your money in solutions that work for you.
As you read this article you'll discover 5 options for learning how to do your own marketing or recruiting outside help, and the advantages and disadvantages of each option.
5 Options for Learning Marketing Skills or Getting Help with Marketing
1) Learn how to do it yourself through reading books, attending workshops, using audio programmes etc.
The obvious advantage of this is that it's the cheapest option, plus as you learn to do things for yourself, you retain control of your marketing programme. However, the major drawbacks are that the learning curve is very steep and it may take a long time to learn what works, plus you may end up learning a lot of generic information that doesn't directly apply to your business or that doesn't give you an actual step by step plan. You may learn what to do, but not how to do it or the exact steps you need to take to implement what you've learnt.
2) Use a marketing consultant/agency
The advantage of this is that you effectively hand over the problem to someone else who deals with it on your behalf, leaving you to get on with what you do best. The disadvantages of this option are that you don't learn what works for your business and you are no longer fully in control of your marketing function - so you won't know why some things work and others don't.
Also, this is probably the most expensive option, and some marketing consultants have got a tendency to prescribe their pet solution, before even diagnosing the actual problem and the situation. Not only that, but if your problem is, for example, lack of sales, and you decide the solution is PR, and then hire a PR consultant, they will work to your brief. In other words, you've diagnosed the problem and precribed the solution. However, PR may not be the best solution to your problem, and a proper analysis of your target market and your current activities, budget and opportunities is required before forming the conclusion that a PR consultant is the answer.
3) Group coaching/training programmes
The advantage of this is the lower cost plus regular classes and fieldwork that keep you on track. Some people will benefit from working in a group, especially as they learn from the experiences of others, and particularly if there is a "buddying" system in place.
The disadvantage is the lack of personal coaching/consulting or significant input from the expert in examining your particular situation. Not only that, but you'll be going at a pace as dictated by the course outline, when you might want to move considerably faster or even slower. Also, most programmes go through a range of strategies as decided by the programme creator, some (or many) of which are not applicable to your particular situation. This is especially true if the programme is designed for the generic "small business" - what works for a dry cleaning business may not work for a consultant, coach or professional.
The result is that you may be learning 10 or 12 strategies at a rather superficial level, rather than homing in on the 2 or 3 strategies that are really going to deliver results into your business, and which are manageable.
4) One to one business/marketing coaching
The advantage of this is the personal attention, and the ability to address your specific issues. This works out a little more expensive than a group training programme, but less expensive than hiring a consultant.
How this works varies widely and a lot depends on whether the coach is using a coaching model (i.e. they guide you in working out your own solutions) or a marketing model (they take on a role more similar to a consultant than a coach, and tell you what will work for your situation). Most do not seem to offer any structure, specific outcomes, or programme of activities so it can be hard to tell what you're getting for your money.
5) A Structured Programme of consulting, training and mentoring delivered one to one
In this scenario the consultant uses a structured series of exercises to analyse the client's situation, help them build their marketing foundation, overcome problems and obstacles standing in their way and works with them to create a series of marketing actions that will work best for them.
This typically costs about the same as marketing coaching, but has more tangible outcomes and the consultant will also be doing things on the client's behalf in between sessions. The advantages are that the client is fully in control of their own situation and is being guided and taught how to do things for themselves. The consultant will also use their expertise to steer the client towards solutions that will work for their situation, their market and their type of business, and filter out approaches that are irrelevant or less likely to produce good results.
The disadvantages are that you still have to do the work yourself (unless you pay for help with implementation), and if the consultant is helping you to craft your message and build your foundation, then there may be a delay before any strategies get fully implemented. This is really the approach that is analogous to building your house on rock rather than on sand - it takes a little longer to lay the foundations, but it's a sturdier, stronger solution in the end.
© 2006 Jane Hendry, Attractioneering
------------------------
Jane Hendry helps professionals, consultants and coaches to create marketing systems that easily and consistently attract their ideal clients. To get your f*ree Attraction Marketing Starter Kit please visit http://www.attractioneers.com . You will also find a F*REE marketing plan template and a F*REE marketing evaluation.
Which Marketing Solution is Right for You - To learn more about this author, visit Jane Hendry's Website.
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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Joe DagerJoe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as Lean Six Sigma Marketing and organized referral marketing. What others say: In the past 20 years, Joe and I have collaborated on many difficult issues. Joe’s ability to combine his expertise with “out of the box” thinking is unsurpassed. He has always delivered quickly, cost effectively and with ingenuity. A brilliant mind that is always a pleasure to work with.” - James R. If you want to learn more about Business901, start a conversation with us. We can be found @ Web/Blog: Business901.com Web/Blog: FundingYourNonprofit.com LinkedIn Profile Follow me on Twitter - Visit Joe Dager's Website |
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Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) In five years, Canadian-born entrepreneur Jay Kubassek went from selling mufflers at a Midas franchise to revolutionizing Internet marketing with the 2004 launch of CarbonCopyPRO, a online marketing education company, now worth over $20 million with customers in over 160 countries.
As an independent film producer, his upstart film fund Aliquot Films is currently producing a films with Spike Lee and Abel Fererra (starring Ethan Hawke and Dennis Hopper.)
Jay's entrepreneurial spirit is irrepressible. He’s the owner of five companies, a professional speaker and trainer, international real estate developer/investor, extreme sport enthusiast and emerging philanthropist. Jay resides in NYC with his wife Jamie, son Milo and dog Cooper. Visit Jay's official website: www.JayKubassek.com - Visit Jay Kubassek's Website |
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John AlexanderJohn has taught keyword research and SEO skills to small groups of business owners and Webmasters from over 80 different countries world wide since 2002. John is also the Director of Search Engine Academy ; Co-director of Training at Search Engine Workshops offering live, SEO Workshops with his partner SEO educator Robin Nobles, author of the very first comprehensive online search engine marketing courses at SEO Training Online and the SEO Workshop Resource Center. I look forward to hearing from you! - Visit John Alexander's Website |
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