5 Tips To Help You Make The Most Out Of Marketing Services

Earlier this year, I was in discussion with a small business owner who had hired a Marketing Manager and was wondering when all the money he had spent on this marketing employee would show returns. His company had a new website built that had been active for two weeks and no more than a handful of social media posts. To say this was an unrealistic expectation is an understatement.

Another client I worked with had previously hired an agency to build and run a website, do their SEO, run Google AdWords and Facebook Ads, and deliver social media content and in six months had flushed more than $60,000 down the toilet with minimal outcomes.

Stories like this break my heart because small business owners have such a low margin of error. All the money they spend is the money from their pocket. Money that they would otherwise use for themselves, for their family, for their lives.

Here are some solutions to prevent you from ultimately wasting money and obtaining real results without the risk.

1# Before You Do Any Marketing, Start With Your Why

If you are unsure why your business is essential to you in a meaningful way and what the business goals are long term (bar creating revenue) spending any money on marketing is the money down the drain.

No results will occur from this. It is efforting without a stable foundation, and although there are plenty of people who will take your money and make the best out of it, this will only prove to cause you further frustration.

Some questions to think about:

Why is this business important to you?
How is it of benefit to the community?
What do you stand for?
Why is it about hiring a marketing person that makes this so critical for your business?

2# Your Website Doesn’t Have To Cost You A Fortune

Everyone thinks, “If I build a website, they will come.” It’s not true. Think of a website not as the end game but as a cog in your marketing wheel. It would help if you had a strategy that drives traffic to the website, and then from the website, you need to be taking customers somewhere—on-site or off the site—to close the deal.

And your website doesn’t have to be fancy with all the bells and whistles. You need a strategically built website that helps people buy stuff.

3# You Don’t Need To Do All Your Marketing At Once

When you have a robust marketing strategy, it is easy to see the critical focus points that will yield results. Attempting to do it all, including a full brand refresh doesn’t always make sense.

Testing the market is a sure way to show you what you need to do in real-time. When you work with a freelancer and consultant, you can easily manoeuvre your options without spending months trying something that doesn’t seem to fit the business.

4# Avoid Big Agencies

Big agencies want to sell you all the bells and whistles without genuine care. As long as you keep paying your high priced installments, they will do the bare minimum.

I have witnessed this time and again and you are ultimately another number.

5# Don’t Hire A Full-Time Marketing Manager

If you have never hired for this position before you are likely to be cautious. The investment of another employee in your business means another full-time salary, recruitment costs, superannuation, annual leave, and sick leave.

Then you are likely to be watching the clock. Discussions about how they spend time daily and without realising, you are thinking about the money you have invested rather than marketing outcomes.

It is a significant risk for small businesses and one you do not need to take.

Working with a freelancer and consultant means you can tailor outcomes to your budget. Often you can pay for things weekly and monthly avoiding long contracts. Your marketing person should feel as passionately about your business as you do and want to do everything they can to help you grow your business. If you’re hiring someone to be you, then they need to get to know you. They need to sound like you. It would be best if you spent time together so that they have your voice.

This option allows you to test what you need and do it safely.