Small businesses don’t usually have the expertise required for making and executing an effective marketing campaign. They have some great talent and are led by some of the most awe-inspiring entrepreneurs, but the technical skills needed to spread your name, is not always there.
However, you should go the route that most small business owners go to, which is to hire a marketing company to create and implement the campaign strategy. This doesn’t mean you lose control over your narrative because the hired company will only work off the guidance you supply them. So, making sure you have a solid narrative, multiple plans in case plan A doesn’t work and a mature vision of how you will be seen by future consumers.
Who Are You?
Every single major company in the world has a central narrative that runs through their veins. What are they all about? Samsung is all about innovative everyday entertainment technology. They want to revolutionize the modern world and make the world better connected. Ferrari wants to breed excellence in engineering, creating high-performance cars that thrill us. Now ask yourself, who are you? Why did you start this business? What do you aim to achieve and why? When you have answered these complex questions and narrowed down your answer, you need to create your central narrative. Write a slogan that reflects who you are and, picks to create images that you want to represent your business.
Formulating a Plan of Action
It’s important to not sit on those ideas you just created, so writing a plan of action of how you’re going to express them through your marketing campaign is the next step. Will you be using PPC ads, which are low-cost but offer you both images and text? Will you be daring and bold, creating a video advertisement that is much more accurate to the image you wish to project? Would you rather have SEO content that allows consumers to read in detail, who you are, where you come from and how you intend to impact the world? Educational content from businesses is highly effective these days, as consumers want to understand the aims and actions of brands they love. The fourth wall is being broken down, so why not pick up a pen and use it as a sledgehammer?
Getting to the Point
Once you have chosen a marketing company that you deem worthy, getting to the point of your strategy and your expectations, should be done in a hurry. Many marketing companies would like to throw their own services and talents into the mix, but if you wish to stay on the topic regarding your narrative, set your terms and conditions using a marketing contract template. Simply choose what kinds of terms you want in the contract from the long list of options. You can electronically sign the contract, so you don’t have to have a signing meeting if your demands change.
Every great business knows what’s in their DNA. You must clearly paint a picture which you believe suits your business best. Once you have a central narrative, formulate a plan of action for how you wish to deliver it effectively.