For small-to-medium businesses, especially those providing local services, being (and marketing) online shouldn't scare you.
What Every Business Needs To Be Online
A business only needs these three tools to be covering 90% of what it means to be an online business:
- Every business needs a professional website that allows your customers to contact you. It should rank high in search results for searches relevant to your business.
- Every business needs a growing list of customers. Anything from a retargeting pixel to your Rolodex counts.
- Every business needs a Facebook Page. With 1.28 billion daily active users on average (March 2017), this is a tool you can't refuse to use.
There are plenty of optional add ons.
An Instagram or Twitter account. Lead capture and cultivation campaigns. YouTube or Facebook Live videos. A company blog and influencer outreach strategy. Search engine optimization and pay-per-click targeted campaigns.
Developing a cohesive business growth strategy will determine the necessary tactics and tools. But your home base will be the three tools listed above.
Business Growth Requires Marketing
Unfortunately, “marketing” has become an incredibly large umbrella over a variety of tools and tactics. One way to see what is expected from “marketing” is by looking through job requirements.
A corporation hiring a full-time employee to oversee “marketing” means many things.
It's not uncommon to find job requirements including the following:
- Adobe Creative Cloud knowledge to touch up photos, create logos/graphics, publish print materials, produce podcasts, and edit video.
- Email marketing experience from top-of-funnel lead generation to list segmentation and personalization, plus design and administration.
- Content marketing including article writing, on-site search engine optimization, link building, and guest posting.
- Social media experience with Facebook, Twitter, Google+, Instagram, Pinterest, Snapchat, and YouTube.
- Influencer and affiliate outreach campaign management.
- Paid search management.
- Event promotion, management, and coverage.
- Photographer and videographer with equipment.
- Must know at least 20 different proprietary pieces of software, products, or services.
Not too long ago, each function listed above would equate to a full-time employee.
It would be a marketing department of more than a dozen people.
And it would cost a small fortune.
And 50% or more of their hours would be wasted. No one is doing their one thing 40 hours a week.
So we see job postings with lists like the one above.
SMBs wanting one person to do the work of a dozen for part time compensation.
We figured out a solution to this confluence of information.
Outsourcing Is A Hassle, Employees Are Expensive
The typical choices are to outsource to a dozen contractors or hire one employee.
A dozen independent contractors means a dozen different personalities, timelines, and invoices.
One overworked employee means a sub-par focus on tactics instead of strategy and a lot of wasted time.
You Need A Marketing Project Manager
You want one point of contact, whose personality works with yours, and you know will get things done.
You want that point of contact to understand your business goals and how you operate.
That person should work with you to develop a digital business strategy specific to you.
They should guide you through the above dozen marketing tactics to know which you need.
They will manage the strategy and tactics, freeing up your time.
We will investigate opportunities to integrate our activities with your existing systems. This will lead to increased efficiency throughout your business.
We will make sure the time you're paying for is fully optimized and utilized, so you only pay for work that's done.
Welcome To The Modern Digital Business
We now live in an on-demand economy.
You outsource your lawyer, bookkeeper, CPA, IT, and designer because you need their expertise, but not the overhead.
Now you can do the same with your dozen person marketing department.