Marketing Moxie Blog

Realizing Marketing Goals with a Marketing Retainer

Posted by Melanie Taljaard on Tue, Apr 29, 2014 @ 18:04 PM

The goal of every business is to make money. Increase sales, and or increasing the customer base of the business, but that isn't always as simple as it sounds. Reaching a larger audience is something that every business should strive to do, not just to survive but to expand. Successful companies are successful because they manage to do this through the use of a focused marketing strategy.

marketing strategy halifax

When it comes to planning out one’s marketing strategy, companies have three basic choices: do it themselves, hire a marketing agency on a per project basis or hire a marketing retainer. The following are a few of the advantages that hiring a marketing agency on a retainer will provide:

  • A clear marketing budget – Businesses that hire a marketing agency will have the same agency working for them on multiple projects throughout the year. The fee will be decided upon upfront. This is a huge advantage, because it allows companies to know exactly what their advertising budget will be for the entire year as opposed to hiring an agency for one project at a time. Agencies working on one project at a time often charge an hourly rate, making figuring out a yearly budget almost impossible.
     
  • A strong relationship – Companies that use a marketing retainer will develop a strong relationship with that specific agency, making it easy to work together on project after project. After a short while, the agency will be familiar with the wants and needs of the company and it will be easier to create and produce marketing campaigns that fit those wants and needs. This is in stark contrast to having to hire a new agency for every new marketing project. Not to mention that companies that hire marketing agencies on retainer will find that they become a priority for that company, meaning that the best employees will be assigned to the company’s ad campaigns throughout the year.
     
  • The company can focus less on their marketing campaign – With a marketing retainer in place, the company does not have to focus as much of its resources on their marketing strategy. Not only will the agency on retainer complete the marketing campaign that the company desires, they will see it through to the complete end – making sure that it is operating successfully. Any lessons learned from that campaign will then be used on the next project. This means that the company does not have to worry about having to focus any of its resources on keeping up with their advertising campaign.
     
  • A clear marketing strategy – Hiring an agency for one project at a time can be problematic in terms of the big picture. While most ad agencies will do a good job within the parameters of the project, they have no say in the big picture. By hiring a marketing agency on an ongoing retainer, a clear marketing strategy for the entire year can be discussed and implemented, which means that all the different marketing campaigns created throughout the year by the retainer will fit into the overall marketing strategy of the company. A clear overall strategy will lead to much better results than a number of different marketing campaigns that don’t have the same goals or purposes and that have no obvious connection other than the product or service.

These are just a few of the advantages that hiring a marketing retainer to oversee a company’s marketing strategy over hiring an agency on a project-by-project basis. For more information about a marketing retainer, contact More in Store today.

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Tags: marketing roi, evaluating media efforts, outsource marketing, Marketing planning

Taking inbound marketing back to the basics

Posted by Melanie Taljaard on Mon, Mar 03, 2014 @ 09:03 AM

I’ve been doing this a lot of years. Marketing, that is. I’ve learned the industry, adapted to the new digital era of marketing, and have since built my business around inbound marketing. Often, we get caught up in all of the bells and whistles of Internet marketing, but we forget the basics of what makes it all come together.

Let’s bring inbound marketing back to the basics. What is it? Why do we use it? Why is it effective?

Traditionally, marketers would shell out hundreds… even thousands of dollars on outbound marketing techniques, like creating a billboard to be placed in hopes that your prospects will drive by during the time the billboard is up. Television advertisements work similarly, where you invest on coming up with a television commercial concept, write the script, shoot the commercial, produce the final cut and ultimately pay to put it on the air. Mind you, television commercials are becoming even less effective as now our prospects have learned how to turn off the noise, with their DVRs and skipping over commercials. All of these avenues of traditional marketing expire. What’s happened within the last couple years is marketers discovered that people were starting to search the Internet for information on products and services before they made a purchase or subscription. So, they took that discovery and ran with it.

Inbound marketing has proven time and time again to be more effective and less costly than traditional marketing. Rather than sending messages to massive amounts of people at a time, we as marketers want to target the right message, to the right people, at the right time. We want our products and services to be found when people go searching. One of the main ways of doing this is search engine optimization, and building an effective business blog

Inbound Marketing Methodology

Inbound marketing methodology

Because inbound marketing has become so complex, it can get tricky when trying to figure out the best strategies to tackle first. In some cases, companies and organizations take on this task themselves. That is, creating and or maintaining their website and social media on their own. Social media is quite a labour intensive task as it is, and not having someone dedicated to it more often than not will normally lead to an ineffective use of time and money. Now, there are marketing agencies out there who eat, breathe and dream marketing, and organizations and companies are starting to hire these agencies to do their marketing for them. This is becoming an effective practice yielding a positive return on investments. Hiring an inbound marketing agency can be tricky, and you want to make sure you make best use of your time and money you invest into an inbound marketing agency. I’ve written a guide to hiring an inbound marketing agency that will help you navigate the questions and process of hiring an agency.. If you’re ready to take your marketing to the next level, but are unsure how or have noticed that your current efforts aren’t yielding desired results, this download is for you. You want to make sure you seek the right advice, and the hire the right talent to take charge of your marketing.

Now, not only is it important to have an effective business blogging practice in place, and have someone who knows what they’re doing maintaining it; creating and maintaining an effective Facebook fanpage is also important. With more than one billion active users, there is absolutely no doubt that your customers are on Facebook! Why not go after them too? Now, you have to be careful though. You are competing with their family photos, friend’s status updates and a plethora of other business marketing being driven their way. This is why you have to make sure you do Facebook fanpages right. Take a look at my eBook, “Creating an Effective Facebook Fanpage.” I’ve included 13 great tips that will help you make sure you’re getting the most of your Facebook efforts.

We’ve only touched on the tip of the iceberg in terms of the many tactics to realize inbound marketing… that is, there is so much more to making marketing efforts effective and making good use of your money. Let’s make sure your marketing is yielding you the right results, and ultimately reaching new prospects. Do you know where your inbound marketing is at right now? Contact me for a free inbound marketing assessment. I’d love to take a look and see where you’re doing well and where you can improve.

Click below for a free inbound marketing assessment.

Free Inbound  Marketing Assessment

Tags: social media marketing, marketing roi, outsource marketing, inbound marketing, halifax marketing consultant, blogging

Hiring a Halifax Marketing Consultant

Posted by Melanie Taljaard on Sun, Jan 20, 2013 @ 21:01 PM

Are your marketing efforts as direct and hard working as you are? 

questions blackboard

Was there a point in your business, when you had a clear vision and ample time for your marketing? Perhaps your business has grown and evolved, and marketing isn’t getting the time and attention it once was. 

The media choices to promote your business certainly have changed and evolved.  If you seem to get a call daily from a media rep—You’re not alone.  With so many online and offiline marketing tactics and technologies out there, deciding on the right approach, the right budget and the right timing for your marketing efforts is harder than ever.

If your marketing initiatives aren’t getting the attention they deserve, perhaps it is time to hire a marketing consultant.  Outsourcing your marketing allows you to focus on building your business and doing what you love.  And by working with a consultant, you get access to an expert and pay only when you need one.

But does outsourcing marketing and communication functions make sense for your business?  There are several options to realize your marketing goals:

  • Hire and keep marketing and communications in house
  • Hire an independent marketing consultant or boutique agency
  • Hire a large national or multi national firm

Outsourcing the marketing function is the way to go until you reach the point of needing a full time in house marketing person.  Hire an internal marketing communications expert once you have enough marketing and communications work and a steady work load that one person can manage, or if you require a specific skill set. 

There are countless independent marketing consultants in Halifax, but is there value in working with an even larger communications agency, like a national or multi national marketing agency?

Hiring a large national agency is one way to get access to a wide range of communication experts all under one roof.  A large national agency is best suited to organizations that have the budget to support a significant marketing or communication program. 

Hiring a smaller boutique Halifax Marketing Agency or an independent marketing consultant can give you the best of both worlds and a few other benefits too. 

  • By hiring an independent consultant you’ll be a big fish in a small pond – even a small marketing budget is important to a boutique agency or independent marketing consultant.  A small budget may not get the same attention at a larger national agency. 
  • Independent marketing consultants are highly networked with other communication professionals (graphic designers, web designers, writers, researchers etc.) and often can bring you the team of a larger agency as needed, so your team is scalable, as required.

Most importantly, as an independent marketing consultant, I market my clients’ business with the same passion and vigor I market my own business.  Despite being PR or media gurus, I don’t see a lot of the large PR firms pursuing their own PR strategies.  In the past 12 months, I’ve been featured in the national news twice – the front page of the Globe and Mail and in local independent newspapers.  I know what it is like to stand on the other side of the camera. 

The right marketing solution will depend largely on your goals and your budget.  When considering your options, be sure to ask the consultant or agency how they market their own business.  Pay close attention to the combined skill set and the business style.  Don’t discredit the importance of the right ‘connection’.  You’ll be working closely with this person or team to realize your marketing goals.  Make sure you’re equally confident in the marketing professionals abilities as you are comfortable sharing ideas and blue ski visions for our next 5 -25 years.  It is ok to choose not to work with someone because the fit isn’t there. 

If you are ready to get more out of your marketing and to see if there is the right FIT between us, contact me below or learn more about the types of business I work with here…your marketing ally 

Or download a copy of our Ebook, the Ultimate Guide to Hiring an Inbound Marketing Agency.

Download Now! 

Tags: selling online, evaluating media efforts, outsource marketing, evaluating marketing, inbound marketing, inbound marketing, halifax marketing consultant