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Posts Tagged "decision-making"

Do You Need Technology for Content Marketing?

on June 15 in Creative Partnering, Small Business | 0 comments

In this post, we address whether you–as a small business owner–need technology for content marketing. Technology here refers to marketing automation software or a platform. You may or may not need a big technology investment to support your content efforts.  This is one of our Business Breakdown posts. We break down a marketing headline, explaining who it’s intended for and what it means to you as a U.S.-based small business owner, microbusiness owner, SOHO, or sole proprietor. The Source “How Tech Can Help B2Bs Elevate Content Efficiency” from Emarketer.com The Details about Technology for Content Marketing “Nearly eight in 10 B2B marketing professionals worldwide used website analytics tools, the top response, and about three-quarters leveraged No. 2 marketing automation solutions. In comparison, just over three in 10 used collaboration or project management platforms to coordinate and track such efforts.” (Q2 2015 polling by Starfleet Media) The Audience and Participants For international marketers in B2B companies. We don’t know how many companies participated in the studies. We don’t know the sizes of the companies surveyed, either. The Purpose To show how inefficient content marketing can be. To show the gap in technology use. Project management software or a content-marketing platform, for example. The conclusion is the ineffiency is caused by the lack of tools or too many tools. The solution for B2B marketers is technology for content marketing–and more specifically a platform. What You Need to Know As a small business owner, microbusiness owner, SOHO, or sole proprietor, know this:  1. If you’re going to produce or curate content, measure it. Chances are, you already have Google Analytics. Use it. You need that technology for content marketing at a minimum. And to know what to measure, too. (Update: Buffer has an awesome blog post about using GA more effectively and what to measure.) 2. Have a defined process for measuring and what you do with the data. Having a data-driven culture helps too. If all that sounds overwhelming, my associates and I can help. 3. Don’t take on too many technology tools. More to manage, more expense. Not always more results. Technology for technology’s sake is not smart. Unless you can afford to have technology as hobby. 4. Automation may or may not be your best bet. Before you rush out and...

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How to Prevent Bad Marketing Decisions as a Small Business Owner

on February 10 in Foundations, Small Business, Soapbox | 0 comments

Small business owners sometimes buy print/radio advertising, social media, and other tactical marketing solutions based on the recommendations of a sales representative for those services. Because they haven’t been able to look at all available solutions and make informed decisions (without sales pressure), the owner can incur unnecessary costs, create more work, and achieve little to no results. In worst-case scenarios, I have talked to small business owners who have to face closing their doors because of poor, ill-advised, costly, and ineffective marketing decisions. This is why an owner should speak with a marketing strategist first and talk about their business goals and challenges. By starting their conversations with an independent, skilled marketing professional and focusing on strategy and goals, owners can be assured that all the important factors when designing a marketing communications strategy—regardless of media—will come into play and that a plan will be created to meet the agreed-upon objectives. This approach allows small business owners to benefit from results-driven investments in their success based on a professional marketer’s understanding of who they are trying to reach (their market) and how their brand will “behave” as well as how the right solutions can be implemented based on actual owner budget and desired level of effort. If a small business owner you know is at risk of signing contracts with multiple media or agencies and intending to manage marketing in-house (especially without a professional marketing background and/or a professional marketing strategy in place), please stop...

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To Outsource or Not?

on May 5 in Creative Partnering | 0 comments

Whether to Outsource and How to Value Your Marketing Efforts Here is a quick guide to help the small business owner determine whether to outsource specific marketing tasks and how to decide what his/her marketing efforts are worth. Should I Outsource? Try the classic litmus test for delegating: “If someone else can perform this task at least 75% as well as you can, delegate it.” Do I have the necessary expertise to get it done at the desired level of quality? This is particularly important if more than 75% is desired. Is my time best spent on this or something else? Do I have the necessary raw materials sitting around (e.g., notes, samples, drafts, etc.) but can never find time to get it done? Do I have all the ideas in my head but no one to share them with who can run with them? Will it take more time for me to find someone to do this task or do it myself? What Is It Worth? What are the potential results (i.e., what do I stand to gain) from having this marketing task complete? Assign a dollar value to that. It could be a percentage of sales, a number of new leads, etc. Find a metric that will mean something financially to your business. What is the value of my time (and my staff’s time) and how long would it take us to do this? Assign everyone an hourly rate and estimate the time it would take. Given our schedules, is the duration of the task appropriate/acceptable? For example, you may have determined that a task will take you 8 hours to complete, but it may take you a month to carve out those hours and complete the task. Is that going to work for you? If not, to have this solution expedited, what does mean for your business (in dollars, if possible)? If there is an impending deadline associated with the task, will we be able to meet it working regular hours and without sacrificing our client work? What would eliminating the stress be worth to us? What is it worth to me to have someone transform my raw materials and ideas into a finished product in...

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