Marketing Can Be SO Frustrating!

You want to generate more qualified leads. You want a better return on your marketing. You don’t want to learn all of the different marketing strategies and tactics to grow your business. You don’t want to manage all of the different marketing providers or research who are making you money and who isn’t.

There is a reason that we hire mechanics, accountants, computer repair people and even landscaping or lawn mowing services to do some work. We don’t want to do it. We don’t want to learn how to do it. We want someone with the skills, abilities, and knowledge to do it for us.

You don’t have to learn “marketing”

Who wants to learn all the marketing strategies and tactics and how to do them? Now you don’t have to. Now you can hire a provisional Marketing Director, just like you hire an accountant that comes into your business every so often to do what needs to be done.  You get full access to the knowledge, skills, and abilities of an expert without paying the full-time cost of another employee.

What would a Marketing Director do?

If you were to hire a full-time Marketing Director (just go with me on this), what would their activities look like for the first week or maybe two? They would review all of your goals and objectives. They would review all that you offer and what strategies and tactics you currently are using and what you have used. They would want to understand your target market and what your ideal client would look like.

After some time the new Marketing Director would design the strategies and tactics that will enable the company to reach their goals. They would create a plan for the next year and then implement that plan. They would connect with all of the existing marketing vendors and support staff. They would apply the plan to the budget and make vendor adjustments. Then they would make sure that they could measure the activities and results and make adjustments to reach the goals.

What is a provisional Marketing Director?

A provisional marketing director can do all of the same things, but for small businesses that cannot afford a full-time person, they work to the level that is needed to get the job done. This saves you money, frees up quite a bit of your time and since they have the skills and abilities that you don’t, your return on marketing dollar should go up with your sales and business growth.

As an independent consultant (no conflicts or strings attached to any vendor) Crossroads Consultants can tell you what strategies and tactics will work for you, your business and especially your budget. If you want to know more about the provisional marketing director program, call Stan at Crossroads Consultants 980-241-0189, or email at Stan@MyCrossroadsConsultants.com.  Get rid of the frustration and grow your business.

 

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How to Maximize Your Marketing Results

Most business owners are very knowledgeable and even specialize in a particular product or service, but marketing. Marketing is usually decided when vendors convince you that their product is the right one for you.

Are you wasting your money?

When you have multiple tactics that are not strategically aligned you may think that your investment is working when actually only one is working well and the rest are a total waste of money.

In today’s fast changing and an ever evolving digital world, you need to rely on some marketing principles to plan your business growth. One of those principles is making sure your marketing tactics actually work together.

Check your marketing efficiency and effectiveness:

  1. Are you using a list of tactics or do you have a sound strategic marketing plan to direct limited resources?
  2. Do you have clear goals for what you are trying to accomplish and can you measure real dollar results?
  3. Do your marketing and sales departments work together strategically and tactically?

Crossroads Consultants is not a marketing provider and therefore is an independent third party when it comes to evaluating and developing strategic marketing, planning and management systems. Developing a group of aligned tactics will work much more effectively and efficiently.

Crossroads Consultants has worked with a number of clients where we saved them money very quickly by decreasing or eliminating low return marketing tactics. We were able to reallocation those resources for tactics that better fit the company’s goals and overall strategies for growth.

Get an independent review

A Marketing Performance Profile is an analysis and recommendation report. Crossroads Consultants provides this report to give you the foundational elements you need for future marketing decisions. With this report you will be able to speed up product and service launches, select better and additional marketing tactics and know when to decrease or eliminate others as well.

A Marketing Performance Profile report determines what you are trying to accomplish and then evaluates each tactic to those goals. It provides a better foundation for a marketing strategy and planning. It looks at each tactic individually and collectively to save you money and see better results.

Contact Crossroads Consultants for a Marketing Performance Profile and to plan a marketing strategy to grow your business.

In order to maximize your marketing results start with a Marketing Performance Profile.

Three Big Marketing Mistakes Small Businesses Make!

Small businesses complain that their marketing is just not working the way that they feel it should. Here are three big marketing mistakes that small businesses often make trying to grow their business.

 1. Having all tactics, and no strategy

You keep trying things and you keep what works and throw out the rest. But what if you could leverage one tactic off of another? This would boost the effectiveness of each tactic. In order to do that you need to start with a strategy. Focus your efforts and resources to accomplish the most important goals first. This will provide the best results.

2. Not measuring results

Many will say that you really can’t measure the results of marketing, but that is not totally true. Part of the problem is that you have not designed your marketing to be measurable. With a little adjustment many marketing tactics can be measured. Once you see the numbers accurately, then you can make the most effective changes to get the best results.

 3. Not aligning your sales with marketing.

When you treat sales and marketing as two different functions then you lose some of the efficiency that is possible. Marketing and sales must be seen from the customer’s perspective and need to reinforce each other with the same or complimentary message. When both of these are in alignment you will see dramatic improvements in results.

Correcting these three mistakes can really have an impact on your marketing results, which should translate into more income. But some really struggle with making these corrections and getting a different perspective can often make the difference.

Call me (980-241-0189) to discuss growing your business and correcting these three big mistakes in marketing. Or email me at Stan@MyCrossroadsConsultants.com and ask about a Marketing Strategy evaluation for your business. Then get ready to grow!

Crossroads Consultants is a Business Management Consulting company that services small and mid-sized businesses and professionals with profitable growth strategies. Your customers don’t care about your growth. Ultimately, it is an inside job. We can help!



Are you using the DIY Marketing Method?

Most people learn how to do marketing by throwing money at a tactic and seeing if it works. Keep trying and then, keep what works, throw out the rest. It is the DIY Marketing method. But that method will only get you so far.

With a specific plan in mind for your marketing dollars, you will have much better results. Here is a real simple three step plan that will improve your marketing results. Try it!

1.  Who is your Ideal Client?

Create a profile of who this person is. Can you write out a description of your ideal client so that someone else who reads that description can identify a specific person?

2.  What is your message?

Assuming that your ideal client is going to read your message, what do you want them to know? A better question would be to ask, what do THEY want to know? Make sure your message is relevant to them.

3.  What is the best media?

You know who you want to talk to and what you want to say, the question is what media or method will most likely capture your ideal client’s attention. If you want to reach a golfer maybe you should put an ad in a golf magazine, or sponsor a hole for a local charity fundraiser. Make a list of all the possible media opportunities and then determine the best avenue for your marketing goal.

Coordinate various tactics so that you have synergy, and are building on other tactics. This is a smart approach to marketing. Don’t just make decisions based on available funds, make choices on maximizing the return on money already spent as well as current and future funding.

If you have some thoughts, leave a comment.

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Crossroads Consultants is a business growth strategy company. Growing income or profits takes planning and excellent execution. The keys are quality planning, being organized, directing your people, and controlling your business.

You can reach Stan Broesder, MBA with Crossroads Consultants at 980-241-0189 or email: Stan@MyCrossroadsConsultants.com

How Does Crossroads Consultants Help Business Owners Solve Business Problems?

This is a quick look at how a business consultant may help a client.

Consulting involves changes. If nothing changes there is no need for a consultant. Even if we only provide information that you didn’t have before that would change the basis of which you might make a decision.

What you may want is to prevent something that is detrimental to you or your business either at present or sometime in the future. This could include new competition, regulation, the loss of a vendor, poor employee morale and engagement, dropping sales, lowering profits, etc.

The other thing would be to reach or progress toward a goal or potential in your business. This could include improved sales or profits, taking advantage of new products and services, hiring the right people, improving performance and productivity, investing in new equipment or facilities, or expansion of some kind. All of these would help you to improve your business in the future. You need to make sure that the risks are calculated and the proper processes are put in place.

I make sure that I get the right perspective on the situation. That means that we want to make sure we don’t get just a little bit of information and make a quick diagnosis of the problem with an even quicker prescription of a solution. Without asking enough questions and getting the proper perspective this would be considered “malpractice” and is not acceptable.

Once I have some perspective on a situation then I start to focus in on potential details that may be causing or influencing the issue. Here is where any consultant should be worth their weight in gold. Many times it is not the obvious cause that is the problem; it is the hidden elements that are the real threat to success. A good consultant will not move too quickly and just go with the basic obvious cause. Looking for other influences can really prevent an expensive disaster.

A good business consultant will also know when they need to bring in additional help with specialties in other disciplines. As an example one client was having some real troubles with some billing and cash flow issues. An accountant was brought in to take a look and was able to see some of the problems fairly quickly. In this case the accountant saw that the problem was the poor use of the accounting software, but upon further review the business consultant was able to determine some additional issues of employee morale and management practices that were also influencing the issue. So while the accountant had solved the problem for a little while, it would have returned in the near future without other adjustments.

No matter what your problem, challenge or goal is, if it is more than a simple vendor problem call Crossroads Consultants and get a complimentary conference call. I have connections with specialists that can help you in areas outside of business management consulting. My goals is to help business professionals to improve their business results and performance, if a simple introduction to someone else that is better suited to meet your needs is all that it takes, than I am glad that I can help you and know that I will gain your respect and hopefully trust for when an issue that is more specific to my expertise comes along.

Stan Broesder is the founder and owner of Crossroads Consultants, a business management consulting company that develops management skills and organizational efficiencies for business professionals. Using Strategic Planning, management systems and employee engagement, Stan helps businesses to improve their performance and ultimately their profits while becoming better at planning and executing plans.

Most of Stan’s clients are in Western North Carolina, specifically in Lincolnton, Hickory, Lincoln and Catawba and surrounding counties. He can be reached at 980-241-0189, by email at Stan@MyCrossroadsConsultants.com or through his website. I can help most business professionals to reach their goals, be more profitable and develop higher performance for themselves and their business.

Does Success Breed Failure?

Success in and of itself can create a climate for failure. The saying, “What got you here, won’t get you there” (book title, Marshall Goldsmith) is appropriate for this thought. As difficult as it is to get to a certain level in business it maybe even more difficult to stay there.

Success, however you define it, puts you in a position of new opportunities and threats. Many stumble because they are not ready for the new policies, systems and habits that are demanded of them to be at that level and default back to old habits and safer waters. This is where some talk about the fear of success comes in. It may not be a fear of success (the outcome), but the change that it requires. Although the environmental change that comes with success can be disruptive, there are also internal changes that have to be considered as well.

When you are very busy you can create a routine or rhythm to your work that is very productive, but it can be very susceptible to change. If you push just a little too hard on your production you can make a mistake and send production into a tailspin. Or as the pressure for production decreases, you can become inefficient. You can lose focus on the new and most important tasks at hand believing you will have time to get to them later. But before you know it you are busy again and the important things didn’t get done.

Your ability to adjust to the pressures and demands on your time, energy and other assets is critical to continuing the progress of success that one experiences within their life. Without that ability to be flexible and focus on the important things, little errors creep in without detection and can become a major disaster without warning.

So how do you develop the ability to make the constant adjustment between super busy and bust? What does it take to smooth those ups and downs at least so they don’t cause serious crashes? There are two things you have to have.

You have to be able to keep perspective while still focusing on what is priority. You need to be ability to look at the big picture while also keeping a focus on key and critical details. In order to have perspective you need to be able to step back and grasp the big picture of your business. You need to be able to make accurate choices about what is important and what is not. Then you need to be able to focus your resources on getting the most critical, the key objectives accomplished.

In success your perspective is constantly changing because the world is changing by the minute or faster. Being able to focus energy and resources in the midst of change, on the most critical objectives is vital. So the reality is that you need to balance two totally different mindsets, big picture and laser focus. The right tools can help you to accomplish that juggling act. [that will have to be a different post]

How to kill the dreams of a great strategic plan!

Many people say that strategic planning doesn’t work. That if you create a plan one day, it is obsolete the next. Or you have these great plans and then you can’t implement them, so what good are they? But it doesn’t have to be that way. The biggest problem with strategic plans is there is not enough thought put into them because most people just want to get it over with instead of creating a tool that will help them to reach their dreams. There are some strategic plan killers that you need to be aware of.

1. Going through the motions.
When management is in trouble, someone will get the bright idea that the solution is to just create a strategic plan. While it may be a tool for the solution, the mere paper won’t solve your problems. In order for a strategic plan to be effective you have to do it right and within the boundaries of which it is designed to work. Too many business owners sketch out their thoughts with a little input from a couple of key managers and then say “Here it is, our strategic plan!!

2. Preconceived notions and a closed mind.
Another killer is not really having an open mind during the process. The process turns into a “let’s justify what we want to do” instead of pulling the facts into the process and allowing it to generate the best strategy for the company. This may seem minor, but it is also one of the biggest reasons why strategic planning is not done in the first place. “I know where we need to go and what we need to do” I am just having some difficulty figuring out how to get it done”. Exactly! When the strategy is right the “how” is almost obvious.

3. Power plays, agendas and politics.
Too many times the process is crippled by those who have their own agenda in mind. From the beginning they have determined to figure out how to get a project, or program into the plan so that there department is better off and they are the hero with their people. But power plays compete against others also with agendas. One member in the process knows what you want and will indicate to you that you better support his agenda or he will make sure yours is killed along the way. Or after what you did to him last year, now it is pay back and you are out as far as they’re concerned. When individuals on the team think they are more important than the company, its purpose, values and all stakeholders, you will end up with a plan that will fail.

4. Not thinking about implementation.
When your plans are designed without thinking about how the plan is going to be implemented you are in for trouble. Part of the process is to assess where you are as far as your assets, resources and opportunities. Looking at your strengths and weaknesses, you determine where you can position the company to have the greatest competitive advantage. If you try to claim a position that you do not have the skills and knowledge to defend, you are going to have a difficult time. You have to think about those who will be implementing the plan.

5. Lack of creativity.
Closed minds, agendas, power plays, going through the motions, and no thought about implementation will cause a major lack of creativity. Each one of these killers will kill the creative thinking process that is needed to create a good strategic plan. That creativity will help to strategically position the company where it can best defend itself in the market place and enable it to grow into higher profit margin territory. It takes open minds that are free of reprisals, political consequences and preconceived agendas.

The problem is that no one in the process walks into a strategic planning meeting and announces that they have an agenda, closed minds, etc. They come in with smiles, enthusiasm, and say all the right things. It is the facilitator of the meetings that must keep a watchful eye to make sure that the pure process isn’t hijacked along the way.

Strategic planning is one of the best tools that management can use to secure the long-term viability and security of the company. Follow the process and make sure you have a skilled facilitator who cannot have an agenda beyond a successful strategic outcome.