Question: How do you outsource marketing?
Instead of discussing specific marketing techniques, which has been done ad nauseum on these forums, I thought a different approach would be in order for this topic.
One of the very few things that I have found to work for my business is a monthly newsletter to my clients. They write it, email me a copy, and I change it however I need for my printer. I could have the marketing company print it and mail it for me too, but that costs a lot more than for me to do it myself. In any case, they handle the marketing for me, which provides a boost of business every month and keeps my name in front of my clients to generate referrals.
That solves one fundamental issue of business: maintaining my existing client base. The newsletter helps me do that at a rate of 94%, which is unheard of in my industry. However, it does not solve the issue of generating new clients. Granted, I sometimes get referrals out of it, but one or two per month is just too slow.
To be honest, I hate marketing. I could do everything else in my business and be reasonably content, but marketing is my worst nightmare. So the logical conclusion would be to outsource it, right?
That means finding a good marketing company. Before I took over the business, my dad tried several marketing companies, so I asked him about it. In his experience, and my observations, he noted three key problems with every marketing company.
1) Being a marketing company, their job is to sell you on their marketing, not to actually get you business. Often times, this leads to expensive seminars containing no more information than a $20 book.
2) They put on a good show, but fail to deliver. Some companies actually seem like they know what they’re doing, but once the marketing goes out, their incompetence is revealed.
3) The marketing relies on using the “hope and pray†method; meanwhile, they don’t stand behind their work. Actually, the company that writes my newsletter has a money back guarantee, which is why I use them. However, their ability to generate NEW clients has been less than stellar.
Is it simply a matter of trial and error? That sounds like a dumb way to make it to the fastlane to me. Surely, there must be a better way to improve the situation.
Thanks for the discussion.
Instead of discussing specific marketing techniques, which has been done ad nauseum on these forums, I thought a different approach would be in order for this topic.
One of the very few things that I have found to work for my business is a monthly newsletter to my clients. They write it, email me a copy, and I change it however I need for my printer. I could have the marketing company print it and mail it for me too, but that costs a lot more than for me to do it myself. In any case, they handle the marketing for me, which provides a boost of business every month and keeps my name in front of my clients to generate referrals.
That solves one fundamental issue of business: maintaining my existing client base. The newsletter helps me do that at a rate of 94%, which is unheard of in my industry. However, it does not solve the issue of generating new clients. Granted, I sometimes get referrals out of it, but one or two per month is just too slow.
To be honest, I hate marketing. I could do everything else in my business and be reasonably content, but marketing is my worst nightmare. So the logical conclusion would be to outsource it, right?
That means finding a good marketing company. Before I took over the business, my dad tried several marketing companies, so I asked him about it. In his experience, and my observations, he noted three key problems with every marketing company.
1) Being a marketing company, their job is to sell you on their marketing, not to actually get you business. Often times, this leads to expensive seminars containing no more information than a $20 book.
2) They put on a good show, but fail to deliver. Some companies actually seem like they know what they’re doing, but once the marketing goes out, their incompetence is revealed.
3) The marketing relies on using the “hope and pray†method; meanwhile, they don’t stand behind their work. Actually, the company that writes my newsletter has a money back guarantee, which is why I use them. However, their ability to generate NEW clients has been less than stellar.
Is it simply a matter of trial and error? That sounds like a dumb way to make it to the fastlane to me. Surely, there must be a better way to improve the situation.
Thanks for the discussion.
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