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Why Hire an Advertising/Marketing Consultant?

by: Mary Ellen Martelli

As a business owner, you have the option of taking several different approaches to handling your Marketing and Advertising. You may choose to handle the responsibility yourself, with the idea that no one understands your business quite the way you do.. You may also consider hiring a full time marketing manager or even assigning the tasks, as they arise, to someone already working within your organization. Consider this� When your business needs plumbing work do you do it yourself? Hire a plumber to be on staff full time? Or ask your accountant to handle it?

Call in the Experts.

Though some advertising and marketing ventures seems simple enough to be handled ��in house��, nothing is as costly as a marketing misfire. Not only may you be sending out the wrong messages, to the wrong markets, but also by the time you catch it, your budget may be in no shape to recover and redirect. The truth is, no one can do the job as effectively and efficiently as someone who lives and breathes the industry everyday. Plus, the added perk of consistent media contacts that will prove to be financially beneficial to your business.

Seeing the forest and the trees.

When you hire a consultant you hire an objective opinion, as well as a fresh point of view. Sometimes a business may lose perspective on itself by being too heavily immersed in the day-to-day operations, and lose itself in the big picture, missing the small details� or vice-versa. Sadly, sometimes a business�s marketing will clearly reflect this. The president of a private jet company�s focus is on the bells and whistles of his fleet. It�s what he sees as important in his view of his business. Inevitably, his marketing may also focus on this portion of his business, ignoring what he is really selling to his potential clients: The feeling and the status of private jets.

If you add another ball, technically it is juggling.

If you, as a business owner, or an employee take on the added tasks of the marketing of the business, attention is being taken from other projects and responsibilities. Inescapably, focus and demands are bound to pull from one and take away from others until something falls to the floor. Consultants are dedicated to one, and only one, portion of your business. Their focus is committed, and they allow you to keep yours where it should be.

The Gumby Factor.

Consultants are very flexible. Immediately ready and available to take on assignments at a moment�s notice. Accessibility to getting a new project off the ground is just a phone call away. On the other hand, trying to hire a new employee specifically to handle your marketing needs takes valuable time to places ads; conduct interviews and then sort through applicants, hoping to find the right person for the job.

The M �Word Money.

When you total up the actual cost of bringing on a new employee, you will most likely find that hiring a consultant is much more cost effective. The hourly rates may seem to favor a full time employee, but when you factor in employee benefits, training time, vacation/sick time, 401(k), the added overhead involved in situating a new employee, and the sheer fact that you may be paying full time wages for something that may not need full time attention, the cost effectiveness will fall in favor of a consultant. Which bring us to....

The C- Word Commitment.

Hiring a full time employee is a commitment. And bringing on an employee to handle a special marketing project, or set up an initial marketing plan, may in the long run leave you scrambling to find a new project or position for that employee. Or worse yet, you find yourself paying a full time marketing director to do basic maintenance. Hiring a consultant requires no long-term commitment. When a consultant completes a project, they have the flexibility to move into whatever position you need them, from quarterly analysis, to basic maintenance, to completely out of the picture, but on the sidelines when you�re ready to take a new step forward.

"There are many ways of going forward, but only one way of standing still." -Franklin D. Roosevelt

About the author:
Mary Ellen Martelli is President of MareMax Consulting, a full service Advertising, Marketing & Website Consulting firm, located in the Southern New Jersey / Philadelphia area. You can reach her via her website or email: maremaxconsulting@comcast.net

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eMarketing Basics
by: Matt Bacak

eMarketing, commonly known as an Internet marketing tool, refers to 'how' businesses market their services or products online. In this new age of technology, an Internet presence directly affects the success of a business. From an ecommerce site to an informational site, eMarketing begins at your homepage.

Utilize a Website

Every website has one goal and that is to heighten the interest of the reader. For the homepage to be an effective eMarketing tool, web content needs to follow the search engine optimized (SEO) techniques outlined by search engine domains like Google and Yahoo. Once landing on your site, the content will act as a sales letter.

Whether you operate a service or sell products, eMarketing is more affordable than the traditional means of marketing. Over 130,000,000 people surf the Internet daily. It would take a hefty investment to reach this number of people in the more traditional means of marketing.

Producing a website that ranks well in the search engines, will assist you in obtaining more visitors and visitors easily convert into customers at a rather amazing rate.

Cost Comparison

Printing promotional material can be quite costly. With a website, this cost is significantly lower because your site eliminates the need for brochures or an abundance of business cards. Instead of sending a new prospective literature in the mail, re-direct them to your website. It will guide potential customers through the basics of your business.

Studies show that the per-reader response rates of newspaper advertisements are low. This is due to the number of readers that scan over your add that really have not interest in your services or products. Online readers, however, are a direct result of search engines. These people want to know more about your services or products. The likelihood of turning visitors into customers is higher.

Advertising Campaign

With eMarketing, the cost of an advertising campaign is drastically lower. The same rules apply but with less effort. You'll need to locate your target market, address their interest, and show how they can benefit.

Typical, ezines or announcements serve as an eMarketing campaign medium. Utilizing these mediums will improve your online business. Here's how you can get started:

Ezines: Ezines are nothing more than an electronic newsletter. There are several services online that will assist you in writing an ezine. But use caution! It's bad business to send an ezine to someone who hasn't subscribed.

Announcements: Announcements are similar to a press release. Using the electronic transfer of news to an email box, you can announce new events, new services, and new products a lot faster.

Hottest eMarketing Tool

Today, e-books are the hottest marketing tool of the Twentieth Century. Once Internet Gurus grasp the concept of selling their services or products with an e-book, the market jumped. Adding an e-book to your tools of eMarketing is a smart move.

E-books consist of hidden links (as in, not apparent) that the inexperienced e-book reader can't see. These links help promote affiliate programs and sell your services or products. The readers click through the e-book and find themselves at your site.

E-books are an eMarketing medium that needs careful planning. It makes no sense to develop an e-book on dogs if you sell household appliances. To be successful at eMarketing with e-books, you need to write content related to your business. For instance:

� Home Improvement - How to Design a Kitchen

� Accountant - How Small Businesses can Benefit From a CPA

� Web Developer - How a Website Can Help

Bottom Line

eMarketing has saved businesses thousands of advertising dollars. It's an effective marketing tool that every business should take advantage of. With a better understanding of how eMarketing can help improve your business, you can prepare for an eMarketing campaign that will exceed all of your expectations.

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