Who's Really Driving Your Marketing Strategy?

Are you letting your website designer, printing company, video company, freelance graphic designer or another niche marketing specialist commandeer your marketing efforts? If so, this might be the reason your sales are sluggish.

Scratching My Head
I'm a strong proponent of business networking. I attend a few business networking events each week. I can't help but chuckle inside and roll my eyes when I hear some young guy or girl who just started a web design company talk about sitting down with you and helping you with your "overall marketing strategy". I always walk away from those meetings scratching my head and seething a little bit.

"C'mon! Are you kidding me?" This is like going to the discount tire store to have a flat tire patched and having them tell you..."For $49.95 we can run a comprehensive diagnosis on your car and tell you how to optimize it's performance for better gas mileage." What are they going to sell you? Yep, you guessed it. Tires! They are going to sell you the newest tires rated for better road wear which means, of course, better mileage.

The Need for a Broader Diagnosis
Wouldn't you take your car back to the service center where you purchased it? Or, like me, you might have an independent automotive service center that has the training and experience to be able to provide a comprehensive diagnosis. My service center is qualified to look at the engine, transmission, suspension, fuel lines, electrical system, tires and more. I have the confidence in their years of experience and training. They make recommendations, tell me what repairs I need to make now...and later. They give me options and charge me a fair price.

The same goes for doctors. I have a family doctor that I depend on to review my overall health. He then makes recommendations for me to see various specialists whether that be for a sinus problem, ear infection, knee pain, allergies...etc. He refers me to someone with a more narrow focus. I wouldn't go see a orthopedic specialist for treatment if I was having chest pain.

Your Benefit or Theirs?
So, back to the question - who's driving your marketing. Your web designer? A video production company? Your advertising sales rep at the local newspaper? The quick printer down the street? If so, who's interest do you think they ultimately have in mind? Yours? No. They are in business to make money for their company.

There are some exceptions to the rules...but you've got to dig deep and ask lots of questions. But, one key questions you need to ask is, "Other than your company, who would you recommend to help me develop a comprehensive marketing strategy?" If they respond with ANY other answer than a recommendation for a marketing consultant, an advertising/marketing agency or a small business advocacy group such as the SBA, SCORE or Chamber of Commerce, turn and run for the hills.

Seeing The Big Picture
Now, you might be asking..."But aren't you in business to make money?" Absolutely. But, as your marketing "service center" or "physician". I'm going to get to know you and your business. I'm going to ask the right questions, take the pulse of your business, poke around until I find where it hurts and then, I'm going to recommend a plan to nurse your business back to good health. Then...I'll bring in the necessary specialists. In the end, my goal is to help you make more money so that you'll continue to partner with me so that I, too, make more money.

I have relationships with some of the best "specialists" in the industry. And, if you already have a preferred vendor, I'll be happy to meet with them to determine if they would make a good marketing partner. If not, I'll recommend one that will get the job done.

As a business owner, you owe it to yourself and your business to develop and implement a comprehensive marketing plan. This plan may mean diversifying your marketing portfolio across a number of strategies including the Internet, direct mail, sales collateral, print advertising, special events and more. This means working with a qualified consultant or an agency that sees the "big picture" and can build an overall strategy and make recommendations that will help your business grow and prosper.

If you are interested in a comprehensive diagnosis of your marketing efforts, I encourage you to visit my website at www.btkmarketing.com, email me at brian@btkmarketing.com or call me at 317.696.6734.