Small And Midsized Company Marketing And Marketing Communications – A Lesson From Large Agencies

Over the past few years, rapidly developing technologies have changed the way marketers think about marketing and marketing communications strategies, plans and tactics. However, somewhat quietly but perhaps more importantly, a significant change has occurred with the world’s largest communications agencies – the dramatic growth of consulting companies at the expense of traditional advertising agencies.

Management and accounting consulting companies with new services are now ranking sixth through tenth among the world’s biggest communications companies. The specialized divisions of Accenture Interactive, PwC Digital Services, Deloitte Digital, Cognizant Interactive and IBMix had total global revenue of over $20 billion in 2017, with an eye-popping 32 percent growth in US revenue versus a year ago.

While traditional advertising industry giants WPP, Omnicom, Publicis, Interpublic and Dentsu are ranked as the top five, with global revenue of nearly $62 billion, US revenue barely increased at 0.3 percent (Advertising Age).

Why is this change happening and what can small and midsized marketers learn from it?

Consulting Companies Focus On ROI

There are many reasons for the growth of consulting companies – in B2B, B2C and nonprofit marketing and marketing communications areas – but the top reasons are:

  1. Consulting companies already have deep ties, experience and credibility helping organizations improve their profitability, because of a sharp focus on ROI;
  2. Their existing familiarity with digital technologies, along with the financial resources to acquire specialized digital companies for expansion;
  3. Maintaining a data-based strategy with clients and prospects – not creative alone – which means they are focused on understanding customer wants and needs, as well as customer experiences at all pre- and post- customer purchase points;
  4. A focus on marketing and marketing communications effectiveness and not just efficiency, resulting in a very big difference to a brand’s profitability.

In short, a history and vision of focusing on and improving a brand’s profitability and its ROI. Keeping an eye on the bottom line – cost per customer, not just media cpm efficiency.

ROI Focused Marketing And Marketing Communications Consultants

As a small of midsized marketer, what can be learned from this dramatic shift of larger marketers? With only a small (sometimes inexperienced) staff, limited financial resources and time constraints, what should be considered?

Start with established marketing and marketing communications consultants who are clearly focused on a brand’s profitability and ROI, and not just “likes” or “clicks”. They should have significant experience across industries and brands, both for profit and nonprofit, and have a broad understanding of customer, prospect (and employee) motivations to purchase and repurchase, regardless of the business environment.

But, above all, they must be media neutral and not selling “one size fits all” solutions. As Tom Bradley, former head of marketing at Nestle said, “The best source of marketing communications leverage is the quality of the message… not the media vehicle, new or traditional, that does or does not deliver.” And that also means you must be sure that your consultants have the ability to cultivate and manage the creative process.

Selecting A Consultant

Unsure of how to select a consultant, much less what type of professional to look for? If your business is floundering and in serious need of overall repair, along with financing, you probably would be better served by either a management or accounting consultant.

If, however, your primary need is to establish or improve a weak marketing or marketing communications program for the short and long term your selection should be apparent. You should be looking for rigorous and objective counsel on the entire scope of traditional marketing and marketing communications opportunities available to you (traditional vs. new media; conventional vs. digital; etc.).

Beyond the qualities of the consultants previously mentioned, be sure to look for:

  1. Someone who is disciplined, apolitical, down to earth, and willing to be part of your team; consultants who will promote candor across all levels, who will listen and explain what needs to be done to everyone’s satisfaction; teaching, not lecturing, is very important’;
  2. Professionals with the ability to develop successful strategies, plans and executions with your team or, if necessary, who can provide outside specialists to improve part or all of the program;
  3. People who have strong convictions to use research and measure not only what has been done but also what is proposed to be done; measurement is key to evaluating success or the need to modify a plan;
  4. A flexible organization that can bring in marketing and marketing communications specialists when and as needed so that overhead isn’t an on-going expense.

Most small and midsized companies find themselves with not enough time, skill or financial resources to develop and execute a profitable marketing and marketing communications program. These challenges are growing exponentially, and consultants can be of great value in navigating this complex environment and adding value to your brand.

Hopefully, these ideas will give you food for thought, but as Mark Twain said, “The secret of getting ahead is getting started.”

10 Things You Didn’t Know About Affiliate Marketing

Most people have heard of affiliate marketing, even if they haven’t actually started doing it. Affiliate marketing is basically referring people to various products and services around the internet. For each sale you generate through your affiliate link, you earn a commission. The size of the commission depends on the products themselves, who is selling them and the percentage offered by the seller to the affiliate.

But what is actually involved in affiliate marketing? What do affiliates do on a daily basis? How do they earn money and how do they learn what to do?

1 An Example Of A Successful Website

There’s several ways of marketing products and services online. Many affiliates create a blog first and sell products and services through their blog. Martin Lewis has a very successful website called moneysavingexpert.com. This is also an affiliate website. By creating content and helping people decide which service to use: which credit card offers to choose, the best interest rate etc. moneysavingexpert.com makes money by sending website visitors to various offers. If a sale is made through this website, the link this credited to it and a commission is made. By creating content, offering value and helping people make sensible choices, the website has built a reputation and become more prevalent over time. Google ranks the site highly in the search engines and thousands of people use it to make purchasing decisions every day.

2 How Can I Get Started As An Affiliate?

Affiliate marketing is huge. There are thousands of people already making their main source of income from the internet. To get started as an affiliate you need to learn some basic strategies and build various methods of generating traffic from the internet to those offers. A lot of affiliates start with a simple blog. Many travelers ‘blog’ about their travels. If you don’t have a passion or interest to blog about, you can start by following an online course which will help. See my bio for more info on this.

3 How Long Does It Take To Make A Living?

Some people go into affiliate marketing with the intention of creating a second income. Some people want to make big money. Depending on how much time you can dedicate to your affiliate business, and how dedicated you are to it, is a big factor in determining your results. Results vary from person to person. With a large advertising budget and the right business model, some affiliates have replaced their living in 6-12 months. For others it can take years before it replaces their existing income. Depending on your approach, advertising budget, and business model, it can take between 3 months and several years to build it to a point where it can replace an existing income.

4 Can Anyone Do It?

One of the great things about affiliate marketing is that the technology is now available to allow anyone to build their own online business. As long as you are prepared to learn and implement that knowledge, anyone who can operate an email, can use online platforms and tools to build their own online business. The main thing you need is the desire to learn. Affiliate marketing isn’t for everyone though. It does take a lot of hard work and it can take years before you are rewarded financially.

5 What Are The Pitfalls Of An Affiliate Business?

You need to dedicate some time to your affiliate business for it to work for the long term. Some people go into affiliate marketing thinking it is some magic pill which will pay them instantly in cash. Much like a job you can’t expect to get out more than you put in. Affiliate marketing is performance related. This means you don’t get paid unless you can successfully sell products and services online. If you don’t know what you are doing it can take years to do this. You can’t be a dabbler and expect to earn the big money. The big earnings are created over years of hard work. Don’t expect to achieve this with only a small amount of input.

6 What Are The Best Things About Affiliate Marketing?

Affiliate marketing offers an incredible amount of flexibility and freedom. You can work an affiliate business from anywhere in the world providing you have a laptop and an internet connection. You can choose your own hours and build it up around existing work. Many people come into affiliate marketing because it offers this kind of flexibility. They can choose their priorities in life: spend more time with family, choose your working hours, travel and work abroad. No more commuting to work or working long hours for a boss you don’t like.

Affiliate marketing also offers incredible scalability. A business which is local is always limited to the people who can travel to that business. An online business can be global. Using digital products in conjunction with a global reach, you can scale using tools and software to reach thousands of people through digital technology. By using automation much of the work involved with an online business can be pre-built. By building automation into the business model, you can focus your activities on reaching a larger audience through content creation and paid advertising.

7 Why Am I Struggling With My Affiliate Business?

A lot of people struggle with their affiliate businesses.This can be for a number of reasons. Firstly building up an affiliate business takes time. You need to dedicate a lot of time to an affiliate business in the first place. Only when you reach a ‘tipping point’ do you really start to see your progress. Many affiliates simply don’t realise how much work is involved. They underestimate how much time they need to dedicate to their online business to make it work.
Paid advertising can allow you to grow your affiliate business quickly. But it costs money and you need the right products too. You can’t advertise small value items with paid advertising. You won’t generate enough profit to cover your advertising costs. You need a range of products and an email list to advertise through.
Content marketing takes much longer to work, depending on your chosen area of business. If you find an untapped niche to market your blog in, you can make some fast progress. However, with a competitive niche you will struggle to get noticed above all the other content which you will have to compete with. There’s several reasons why you might struggle. The main one is lack of knowledge. Get the right education first and your affiliate business will move much faster.

8 What’s The Best Affiliate Model To Use?

There are many different affiliate models, all offering something different to suit the individual. Some affiliates target search traffic and aim to get their content found on Google. Some create their own products and sell them directly to customers. However, having a range of products which you can sell over and over to existing customers is a great model for long term success. Selling a single item online is limited. It means you can only make one commission from each sale. By choosing membership products to promote which also offer back end sales and a built in sales team, you can benefit from monthly commissions and up-sell commissions for the lifetime of any given customer. Selling membership products is definitely a game changer when it come to affiliate marketing because you make an income from each customer, rather than a single commission. But a good model to choose is one in which you have a passion for and can keep doing for the long term. Choosing products which you have no interest in is a short sighted plan. Think about what you would like to do online to generate an income. If you choose to go with your passion, your business will last much longer, and be more successful.

9 Can I Just Sell My Own Products?

Many affiliates create their own products to sell online. However, when you are starting out it is a good idea to learn the basics of marketing first. That way you can start earning more quickly from your affiliate business. I spent a long time creating my own products when I first discovered affiliate marketing. But I didn’t sell anything because of a couple of reasons. Firstly I didn’t research whether my products would have a big enough demand. Secondly I didn’t know how to market them. By joining a program which teaches you how to market products first, you can start making money more quickly. Don’t waste time creating products if you don’t know how to sell them. Marketing is a much more important skill for making money online. Once you know this skill, you can then apply it later when marketing your own products and services. Also your own products will be limited in range. By using an existing product range, you can benefit from products which are already selling. You can choose a program which offers high ticket commission, monthly memberships, back end sales and a built in sales team. Building your own products which offers all of these things not a possibility for most people when starting out.

10 What’s The Point Of Affiliate Marketing?

Some people struggle with the concept of affiliate marketing.They think it sounds too ‘salesy’. When I understood affiliate marketing I immediately found it appealing simply because I needed a flexible way to work around my contract work. I had to drop what I was doing at a moments notice if the phone went. This meant other jobs were awkward to juggle around. No-one wants to employ a ‘flaky’ employee. I wanted to work from my laptop and affiliate marketing gave me that opportunity. For many people this is the reason why they choose affiliate marketing. They can earn an income from their laptop, choose their working hours and not have a boss or place of employment. You don’t have to sell directly to anyone or even talk to a customer. There is no stock to hold. Added to this, the scalability of affiliate marketing which lets you scale up to a global audience and deliver products on autopilot, makes it the best flexible business of the future.

X-Ray Vision For Web Marketing

Seeing what others miss
How many small business owners really have an accurate description of their web market?

The reason this question comes up is because the vast majority of business web sites do not even speak to their market. In fact, the only people the web site speaks to are company people such as owners and managers.

We can all see the company clearly in any business design, but our market is not interested in our company. They have their problems and they have no need, right now, to know what wonderful people make up this business web site.

If our market cannot see how the web site is trying to help them then help is not there. If our intention is to build a relationship with our market then the help we offer needs to be the first thing our market sees. They love this and they want this and it is the best part of our marketing.

How do small business designs block their own market?
A good analogy is found when we meet someone that only talks about themselves. We get bored instantly when we realize they have nothing of interest to offer us.

I remember growing up as a young kid and with friends we would sometimes run into this older character that bragged about his rich uncle that had a Cadillac a block long and he had to take it to the airport to turn it around.

We weren’t fooled but we got a good laugh. At least he was entertaining even if he wasn’t helpful. And after the second time there was nothing new and we got bored by his bragging because this guy didn’t care who he talked to as he just kept telling the same stories.

Isn’t this just like a typical small business web site?
Not once on the page is there any recognition of who the web market is. Not once does the web site mention a problem their market experiences and the causes for the problem. Not once is there a sense that the web site cares about the market and wants to serve that market.

No, all that the web site shows is that the only interest is in selling us something whether we need it or not. That’s their story being told over and over.

The bottom line about customer relations
As small business owners we get in our own way and totally block any communication with our own market when we focus on our product or service. Nobody is interested in us talking about ourselves and what we have to sell.

Read any business home page and it tells you about the company and why you should be impressed with the company, but you cannot find a clue as to the market. Not even with X-ray vision can you find who the market is.

Our market wants to know how we can solve their problems and we totally ignore the issue while we talk about product features and benefits. We actually think that a product description is real content – but no one cares about our product description, in fact, no one even cares about our product until they know it really has a solution to their biggest problem.

How does it feel?
How does it feel when someone ignores you?
How does it feel when someone asks you to buy?
How does it feel when someone asks us how they can help?

The last of those 3 questions is what attracts us the most. It captures our interest and our curiosity. It is just like getting a free gift because that is what it is, and we are going to benefit by learning something we never knew before.

How did we get here in the first place?
How did we come to build such poor marketing web sites? We got here by listening to web designers instead of thinking with a business mind. Web designers paid a lot of attention to us and our business and it all felt good and so we thought we were on the right track. The end result is that our web site pays a lot of attention to our business and zero to our web market.

Lesson learned
We cannot let our web designer be the one to design our web site. All we want our designer for is to do the technical aspects of building a web site. It is our job as small business owners to figure out what our web market wants and how to serve them best.

Okay, so you want ideas on how to display your helpful information and a web designer could help if they forgot all about their trendy design packages. It is going to take something different in web design to put your helpful information first, but in bite size chunks.

Navigation for information is going to take some thinking. Hypertext lists may work. Paragraph intro with hide and click drop down information may work. Hover text with slide in info may work. The real job of a web designer is to help you find and use the best means of providing information to your market.

Seeing your market
I challenge you to go look at your home page, or any other business, and see if you can figure out who the market is. Almost all small business web sites fail to identify their market and you can’t build a relationship by saying, “Hey you, look at what we have!” But you might sell if your web site said, “Hey farmer Jones, would you like a fence post that lasts 100 years?”

How do you get X-Ray eyes?
To acquire x-ray eyes you just need to look inward, that’s where you find all your insight. It’s not difficult at all and if you’ve ever been caught daydreaming then you are using insight.

We need to pretend that we are the market. We are the homeowner with a leaky pipe, or the guy with a hole in his shoe. Whatever we sell we need to be that market and wrap ourselves up in the problem that this market has. If we don’t feel the pain then we can’t talk about it, and we want to talk about that pain and how we are going to solve the problem that creates the pain.

When we then put our eyes back on our own web site we can see through the filler we thought was real web content. We can see as our market sees and we will find lots of things in need of change.

Using logic and foresight
Analysis and logic can confirm, or it can contradict the feelings and insight you have about your market. I recommend using insight and if logic doesn’t back it up then toss out the logic.

Why toss out the logic?
The web does not work with factual data like demographics. Instead, web marketing works best with psycho-graphics where beliefs, habits, Likes & dislikes, and shared values play a big role in defining a market. These are intangible and emotional values that are difficult to back up with logic.

We need to go with our emotions and intuition because they are the same tools we use when developing social skills, and our web site is sorely lacking in social skills.

Before we even think about connecting with social networks we need our web site to express its own social attitudes.

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