No matter how good your service is or how perfectly your product solves a problem, they can’t speak for themselves. If you want your market to know your business exists, then you need great marketing.
This article talks about some of the marketing challenges your business may face and how a Part-time Marketing Director could help you through them.
How a Marketing Director could help
Understanding how to turn prospects into customers is a skill set all of its own. When you’re initially establishing a business, it’s a skill set you don’t necessarily find yourself needing. Which can mean that, as you grow to need marketing, you’ve not had the chance to learn the skills required.
Having experienced support on your board allows you to focus on what you do best, while giving your business the targeted leadership it needs. A Marketing Director will be an expert in communicating businesses to people. Having one on your board can help turn a great concept into a thriving business.
Lets take a look at exactly how a highly skilled Marketing Director can help your business:
1. Analyse existing activity
If you’ve not got the experience yourself, then it’s possible that your current marketing activities aren’t the right ones for your business. A Marketing Director can start straight away with a Strategic Review to help create or update your marketing strategy.
They will assess current online and offline campaigns, review your suppliers, partners or agencies and assess your business marketing strengths, weaknesses, opportunities and threats.
2. Plan future marketing
Think back to the adverts you see on TV for a specific business. It’s rare to see a single campaign run for all that long. Even the most successful ones that have run for years only keep elements, like characters, but change the stories.
Your current marketing may be working, but it will need to evolve and a Marketing Director can help plan the budgets and implementation of any new direction.
3. Developing marketing team
You may have a marketing team; you may need to hire one in. Advice and training can be offered to help develop your business’ marketing team into one that can expertly implement your strategy even without oversight.
By setting expectations, managing performance targets and liaising with agencies a Marketing Director can ensure your vision is maintained at every level.
4. Managing external agencies
Marketing needs your business to work with others. All of the advertising platforms you will use will be owned by someone else and may need the involvement of other parties.
Keeping up all of the outsourcing management is a job for a dedicated specialist – not the person running the business.
5. Perfecting your brand
Customer perception is everything to a business; your brand needs to speak to your customers directly. A Marketing Director can create or update your value proposition and corporate identity.
Whatever form of communication your business uses, be it websites, marketing materials or image, need direction to ensure consistent message and expectations.
6. Marketing/sales cooperation
The marketing and sales teams need to be closely aligned in their purpose. When a business is still small, they may not need to be different things but, once they are, having a Marketing Director that can liaise between them is a must.
Marketing wants to increase customer base and that means expanding new and existing markets alongside the research skills of the sales team.
7. Strategising market growth
When strategising marketing, you need to understand the ever changing nature of ad platforms and client markets. Social media has shown us just how quickly the youth market need revisiting, and this is true across the board.
Continuous expert engagement in your strategy can help make sure your marketing stands the test of time and shifts to fit.
Why a Part-time Marketing Director could be what you need
Having experience in marketing on your board could be exactly what you need to take your business to the next level. A Full-time Executive Director, however, comes with a financial commitment that may not be in your budget yet. By using a Part-time Marketing Director, you can access all of that expertise at a cost that suits you.
Whether using an interim director to review your current standing, or having weekly support to keep your marketing on track, you can find the relationship that’s right for you. And, with flexible contracts and almost no waiting times you can hire a director that’s there as you need them at the time, without committing long-term.