STRATEGY
FIRST

“When I let go of what I am, I become what I might be” 
Sun Tzu, The Art of War

Do you have a complete marketing/advertising strategy for moving your usiness forward? Are you considering getting help in developing or executing a plan? Before you get too far in evaluating your next marketing firm consider the guide below: 

FIVE QUESTIONS YOU SHOULD ASK
BEFORE YOU HIRE A MARKETING AGENCY. 

First, you should document your answers prior to defining the scope of your needs and contacting possible solution providers. This way you can learn a great deal from your initial conversations with prospective agencies. 

1. What are the problems that your marketing needs to solve?

Sounds basic, but marketing communications play a wide variety of roles in achieving business goals. Yes, they mostly relate to Sales goals, but many other aspects of a company are impacted as well. The performance of Human Resources, Operations, Customer Service, and even Finance rely upon effective communication strategies. So, ask or survey leaders in each of these areas on how your current marketing and communications support their goals. You might be surprised by what you learn.

2. Do you have a clear picture of your competitive landscape?

Research and document each of your direct competitor's operations. What are their marketing approaches? How do they sell? What are their core strengths and weaknesses? Most companies think they know the answers, and you might, but the effort to document it inevitably leads to keen insights and patterns that will help you define your needs and approach to developing your plan.

3. What are our SMART Goals for our marketing efforts?

Yes, developing goals should be done prior to your search. No, increasing sales is not a smart goal. First, here's a quick explanation of a SMART goal, it must be:
Specific, Measurable, Achievable, Relevant and Time-sensitive. 
Do your best to take the problems you identified and the opportunities you unearthed through your competitive assessment, then set SMART goals for each. You will refine these with your new agency partner, but knowing them will help you decide who seems best able to help you navigate the process.

4. Who are my best customers?

You know them, the ones you love to take calls from. They represent your highest profit segments, and refer business to you. There may only be 5%-10% of your customers, but they deliver 70%+ of your profits. Develop 'Personas' that describe them, note their problems, their goals, their preferences. Yes, some of the descriptions will be basic demographics: age, gender, education, affiliations, etc., but the important elements will be the psychographic differentiators that help your understand their behavior. 

5. What are your 3 Core Claims?

Every business has unique reasons for a prospect to choose them. Call it a unique value proposition (UVP), unique selling proposition (USP), brand promise, or a litany of business-speak terminology referring to what you simply put, claim as the reasons prospects should by from you. Please stretch past the overused claims like: our people, our process, our experience, our products. Get as specific as possible and focus on the insights you've learned so far in the process. 

WANT HELP?

Our team of experts get to the core of your company’s unique challenges, uncovering proven ways to improve performance through strategic planning and developing clearer communications in our fragmented multi-channel world. 

TALK WITH AN INBOUND SPECIALIST
Digital Marketing Testimonial for Houston's Best Marketing Firm

SEE WHAT OUR CLIENTS SAY ABOUT 
OUR PROCESS IN DEVELOPING STRATEGY

Watch Video of Digital Marketing Testimonial for Houston's Best Marketing Firm

GREAT RESULTS
REQUIRE A PLAN

1

GET EXPERT DIAGNOSIS

Expert guidance makes all the difference. Who do you want treating your business ailments? A student? A freelancer? Or, a recognized expert with deep experience and proven practices!

2

TEST YOUR MARKETING PRACTICES

Conducting a brand and creative audit identifies where you need to start refining your efforts, and provides invaluable insights into how to improve the performance of your marketing.

3

DEVELOP AN ACTIONABLE PLAN

Stop trying and failing by “do-it-yourself” measures. Let our award winning experts assess your best, and refine your plans.