Optimize My Brand

Strategy, tactics, ideas and tips from Creative Company.

Time for a marketing expert? Or live with the symptoms?

Is it time for a marketing expert?

Sometimes it’s easier to ignore a problem. Take a pill for a toothache instead of visit the dentist. Ice a swollen ankle—maybe it will improve—rather than see a doctor. But when we cope instead of cure, more damage can be done.

Two years ago I slipped on loose gravel and fell. It hurt, a lot. But when I stood up I could walk, so I figured it was okay. Besides, I had broken that foot five years ago. How could I have done it again?

I then walked on a very swollen, painful, purple ankle for a week before finally getting it checked out. It turned out it was broken in two places! The doctor didn’t let me walk out, even though I walked in. I spent the next 8 weeks in a cast.

What would have happened if I had just continued to hope it would get better? I don’t want to think about it.

marketing expert neededIs your marketing limping? Maybe broken?

So much has changed in the last few years, it’s easy to stumble over new technologies and changing audience expectations.

What used to work fine just doesn’t get the results any more. There’s the frustration of changing technologies. The confusion over social media–is it the answer, or is it a waste of time? Then there’s the issue with the Millennials and their impact on every market and communication channel.

What symptoms do you have?

  • Common symptoms of marketing malaise:
  • Shrinking sales numbers,
  • Fewer inquiries,
  • Low website traffic
  • Sales teams complaining about “tire kickers” at trade shows
  • A lack of qualified leads

Or are your target audiences confused about what you offer. Do they default to comparing prices with your competition?

Are you medicating the problem with the latest “pill”—trying social media? Did you redesign the website to make it look better? Are you considering a new logo? Or introducing new products? The quick fix could make a difference. But more likely it’s a short-term BandAid, wasting time and precious resources instead of actually fixing what’s broken.

When I was limping around refusing to believe my ankle was broken, my friends asked me, “when did you get your medical degree?”

It’s time to talk to a marketing expert.

The challenge with today’s marketing is choosing which strategy to carry out, which audiences to reach and which communication channels will connect with your specific target audiences.

Your online brand is now an essential component.(Just ask any marketing expert.) It must be at the heart of your marketing. Analytics and SEO can be mysterious. And then … what is “content marketing” and how can you make it work for you?

You don’t have the time, knowledge or experience to diagnose and treat your marketing malaise. Nor do you have time to do the research and learn today’s tactics and strategies, even if you have marketing training or experience from the past. Things are different now. Very different.

Start with listing your symptoms.

List the symptoms you see: what has changed in your market? New competition? Slow sales? Too many “tire kickers” just asking for information?

Then get a diagnosis from a marketing expert, someone objective who is experienced with traditional and new strategies. You know your industry and your offerings, but the marketing expert brings a broader viewpoint of audiences, communication channels, positioning, and today’s effective tactics to the checkup.

A marketing expert will want to know … 

  • What’s your position in the market? What are you known for? What do you want to be known for?
  • Who’s your best target audience? What other choices do they have? How do they choose?
  • What makes what you offer better than the other choices?
  • Have you defined “what’s in it for me?” from the target audiences’ point of view?
  • What marketing tools and strategies are working? Which aren’t?
  • Do your offline and online brand (traditional and digital technologies) line up and reinforce the same message and identity?

Perhaps an hour or two of consultation will diagnose critical areas that are hurting your results. Or choose a full physical for your program—a brand audit is a report on the health of your marketing strategies and brand.

We can offer consultation and review, or a full audit with a written report of recommendations. If you don’t have the answers to the list of questions above, use our resources below. We can also work with you to define your position in the market, profile your target audiences and choose the best strategies to reach them.

Download our worksheets or read more about our services:

When you’re ready to bring in a marketing expert, give us a call toll-free, 866.363.4433. We’ll review the symptoms, diagnose your current program and then prescribe the most effective strategy for restoring the health of your brand.

Meanwhile, use our deck of 5 vital marketing questions, the answers will give you the foundation for your new and improved, healthy marketing strategy.

GET THE 5 VITAL QUESTIONS DECK

About the author

Jennifer Larsen Morrow

Jennifer's four decades of work in the industry, starting as a designer and adding marketing, copywriting and digital marketing, has generated response for clients since 1978.

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