Marketing Services
You've spent time and money developing your product, your website is up and running and the orders are coming in. As your business grows, so do your marketing needs. Maybe you are thinking about outsourcing your marketing services to a reputable company. But how do you know that you're getting everything that you paid for instead of something you don't need?
Before choosing you're marketing services provider, you should ensure that you have your marketing mix in place and know exactly what you want your perfect marketing services provider to do. The marketing mix of any business is comprised of what's called the “4 Ps”: price, product, place and promotion.
Your product's or service's pricing should be based on the highest amount your customers are willing to pay, and adjusted accordingly so that there is a happy medium. Your product should be something you know inside and out, and its benefits to the customer should be crystal clear. Place involves providing clearly-defined routes to where your product can be purchased, whether it's directions to your brick and mortar business, or search engine results on the web. Promotion involves knowing which types of marketing materials will benefit your business most, along with the average cost of implementing them. Whether it's a print ad, promotional activity or brochure, knowing which kinds of promotion your business needs will help you to choose a marketing services provider that can meet those needs.
Now that your marketing mix is in place, it's time to choose your marketing services provider. Before going it on your own, consult with your network of friends or business associates to see who they've dealt with in the past.
When evaluating marketing services providers, one very important consideration is education. Does the provider have the training necessary to implement your desired marketing strategies and take your business to the next level? Are they creative enough to offer a different perspective of your business and create unique campaigns? Any marketing service provider who is reluctant to go that extra mile for your company is probably not the best company for you.
The next consideration should be whether or not the marketing services company has handled other businesses of similar size. If you are a small company with a small budget, choosing a more prestigious firm with a high-end client list may result in your company being put on the back burner more often. A marketing services company whose client list includes companies nearer to your size will ensure you receive the customer service you deserve.
Fees are no doubt an important consideration, especially if your budget is limited. Ensure that you ask how additional fees are calculated, as some marketing services providers may have a commission-based structure or outsource a portion of their work to other providers. You should know whether you are paying for the company's expertise, their office space or both.
Does the marketing services provider have references from past clients that you can contact? On many occasions, confidentiality agreements will come into play here which may prevent you from contacting a large number of past clients. However, if the firm is interested in obtaining your business, they will be able to provide you with a short list.
Determine the provider's strengths and weaknesses. Those providers who claim to 'do it all' may not have the specialized skills your company may be seeking. Request their bios or resumes so that you can match their strengths more closely with your marketing needs.
The service provider should be able to demonstrate what differentiates them from their competition. They should also be able to clearly communicate how they can benefit your business. An enthusiastic provider who is eager to help you grow and can easily show you how they will help you accomplish your goals will be much more of a benefit to your business.
Getting solid answers to the above questions is imperative for any company to get a head start in finding the perfect marketing services provider. Remember, the provider you choose will be a key resource in the growth of your business, so take your time to ensure you are getting everything you need and nothing that you don't. Good luck!
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