Are All Your Marketing Components Working Together? The Key to Streamlined Success!
In the dynamic world of small businesses, marketing stands as a cornerstone for success and growth. However, one common challenge that many small businesses face is managing their marketing program cohesively. Often, small businesses employ a variety of vendors to handle different aspects of their marketing, from social media management and email marketing to advertising and reputation management. While this approach covers all bases, it unfortunately often lacks a crucial element: unified oversight. The lack of overall big picture management often leads to missed deadlines, inconsistent messaging, and a lack of comprehensive understanding of what's working and what's not. This fragmented strategy can leave the business owner struggling to keep up with providing vendors with feedback plus ensuring deadlines are met and marketing is effective.
Marketing Manager:
Many small businesses can benefit from having an overall Marketing Manager, especially as they are not always able to employ someone solely dedicated to this role. The skills required for a marketing manager differ greatly from those needed for creative work, as they must be detail-oriented, able to manage people effectively, and ensure that timelines are met and results measured. Usually, this responsibility falls on the business owner, who may not have the necessary skills to lead the marketing team and often results in higher fees from your vendors because they spend most of their time trying to get feedback instead of working on marketing campaigns.
Benefits of a Marketing Manager
Consistency in Monthly Marketing: Having a central point of contact ensures that your marketing program is complete each month, the message is on brand and pulled through to all of your platforms.
Efficient Use of Resources: With someone overseeing the entire process, efforts are not duplicated and resources are allocated more efficiently. This leads to cost savings and a higher return on investment.
Adaptability to Market Changes: Markets are ever-evolving, and a unified approach to marketing allows for quicker adjustments to new trends and changes. This agility is crucial in maintaining a competitive edge.
Better Tracking and Measurement: When all marketing efforts are coordinated, tracking progress and measuring success becomes more streamlined. This data-driven approach allows for informed decision-making and strategy adjustments.
Enhanced Collaboration: A centralized figure can foster better communication and collaboration among different vendors, leading to more innovative and cohesive marketing strategies.
Implementing a Unified Marketing Approach
To transition to this model, start making a list of all your current marketing efforts and vendors. Review each area and outline your monthly marketing tasks; this will establish the scope that needs to be managed each month. For example: 2 emails per month, flyers for your takeout bags, 15 social media posts on Instagram & Facebook per month, local advertisement, table tents or check presenter flyers, events, networking, etc. Be sure to include everything you do monthly or quarterly to market your business, this will establish consistency, which is KEY! Next, Identify the KPI ( Key Performance Indicator) for each. Look for areas where efforts may overlap, or gaps need to be filled. The most important part is to meet at least monthly with your fractional marketing manager to cover results and strategize for the upcoming month's marketing!
For small businesses looking to make the most out of their marketing, breaking down the silos and implementing a unified approach is not just beneficial – it’s essential. By having a central figure running the show, your marketing efforts become more streamlined, effective, and adaptable. It’s time to ensure that all pieces of your marketing puzzle fit together perfectly, creating a picture of success and growth.
