Focus on . . . Successful Marketing Projects: Tips for Entrepreneurs and Small Businesses
Whether you've just started out in business or taken the first step toward marketing your business, there's a lot to learn. Perhaps you've hired a full-time employee or selected a partner you trust to work with to achieve your goals. In any of these scenarios, you need to ensure your investment is worthwhile. To do that, as well as maintain a healthy professional relationship, keep up momentum, and ensure a smooth process, consider the following tips.
- Communicate your expectations and share your ideas about
all aspects of the project. A good partner or employee
will want to know what you expect, will ask questions to draw that
out, help you articulate it, and make sure they understand it. Sometimes,
however, it helps to be proactive in identifying and communicating
what you wantand what you don't. With some introspection and honesty,
you can also identify any preconceived ideas you have, especially
about budget, costs, timeframe and the relationship. Sharing those
upfront will allow your marketing person to help you understand
what's possible, design a project scope that meets your needs, and
ensure a mutually beneficial path.
- Understand and believe in the value of what the marketing
project will accomplish. Without clear, future goals and
marketing projects that are investments towards achieving them,
you have no way of quantifying success and so every expense can
seem like an unnecessary cost. Youand you alonemust be emotionally
and financially ready to promote your business or the project is
not worthwhile. If your goal is "a more professional image
through marketing," you must attach a value to thattoday.
Whatever your goal is, in a best-case scenario, you feel as though
you are getting a good deal and your marketing person feels they
are being well compensated given the project at hand.
- Be open to new ideas. The idea that you had regarding
your initial project may not be the solutionor the only solution.
Sometimes you will have a project in mind—something you believe
you need because someone said so, your competition has it, or you
read about it somewhere. By looking closely at the aforementioned
goals, however, this may or may not be a professional marketers
recommendation based on your target market, product or service offering,
channel structure, or any number of variables that they are trained
to consider. Start discussions with the problem and you'll have
a wider range of potential solutions to choose from that match your
budget, your style, and your true needs.
- Decide how the project will be managed. Most
often, a marketing partner or employee was brought on to manage
the project. Most of us went into business for ourselves because
we are experts in our field. We know how to do something and do
it well. If you are hiring a professional marketing person, chances
are they can manage the project at hand while you focus on doing
what you do best. If you need to manage the project directly, however,
let your prospective partner know the level of involvement you would
like. This will ensure a good fit and an amicable relationship based
on clear lines of who's-doing-what-by-when. (In best cases, however,
the "how" is best left to your marketer. After all, that
is what youre paying for!)
- Make your project a priority. Once you've started, remain mentally committed to the project and don't lose sight of the goal. Many projects stall and have an impact on the quality of results, not to mention the bottom line. If you get busy and/or do not have the commitment level, fortitude, time, or money to invest in your marketing and/or entrepreneurial efforts appropriately, try to continue on a smaller scale or add resources to the project. For the project to run smoothly, responsiveness from all parties involved and adherence to deadlines should be expected. That said, your marketing person should be making your project a priority as well.
Like most professionals, your marketing person will be best prepared, equipped, and excited to see your project through—and you'll be pleased with the results—if you're able to establish a rapport and follow through on the tips above. When I take on a marketing project, I am just as invested in that company's or individual's success as my own because I realize that they are one and the same. I hope these tips provide food for thought and insight for you when your next project arises. If you have any questions, please contact me.
