The benefits of Internet marketing and marketing in the traditional sense have been proven to be effective means of creating interest and generating sales. One of the main reasons more and more businesses have decided to enlist the help of Internet marketing companies is simply because that’s where the majority of potential customers (aka: people) are spending more and more of their time. In fact, 64% of smartphone owners use their mobile devices to shop online .
There are a variety of ways marketing firms can go about helping a company drum up new business from SEO techniques like content marketing strategies (approximately 70% of all links clicked on come from organic search results) and social media outreach campaigns. The exact specifics will depend on a variety of factors, such as the individual company’s goals, products, services, location, financial standing, and so on. While there are plenty of specific things we could talk about when it comes to making a truly great marketing firm, for this exercise, we’re going to investigate qualities on a more macro level.
Here are three qualities every business should want to see from the marketing firm the ultimately decide to hire.
- Ability to See the Big Picture: Marketing firms that can help a business increase sales in the short term are a dime a dozen. Let’s face it, there are certain gimmicky-type things you can do to sometimes briefly manipulate sales, but a truly great marketing company will be more concerned about getting you to where you want to be in a year, five years, 10 years etc. rather than increasing revenue by five percent this month alone. This is, of course, not to say that increasing revenue isn’t important, simply that there should be some sort of bigger picture goal in mind with whatever type of marketing campaign you embark on. Companies that can’t see the forest through the trees may see success in the short term, but will often run into problems down the road.
- Ability to Adapt to Your Voice and Brand: While it may be the marketing firm’s job to create content and material that attracts customers, it’s important to find one that can do so while staying true to your company’s voice. Unless you’re trying to completely restructure your current brand, finding a firm that can successfully do their job while sounding “like you” is a big part of marketing. Getting all your company’s marketing efforts on the same page is one of the first steps in this process. Currently, only 60% of companies report that their SEO and content strategy are integrated.
- Consistency and Creativity: Finding the right balance between these two qualities is one of the biggest tricks of marketing. One the one hand, you want to be consistent with your message and overall efforts, but at the same time, you don’t want to feel stagnant. Having the right creative mind to know when/how to implement new ideas that can add to your overall goals is incredibly important.
Marketing will always be a big part of business, but it’s not enough to just throw stuff out there and see what sticks. Having a marketing firm in your corner that can effectively and efficiently corner your market can take you from a company that’s “getting by” to truly thriving.