Many small business owners, this year especially, are still trying to get a grip on what works and what doesn’t. All the marketing goals in the world are only as good as the direction and leadership of the marketing efforts coming from the top.
Did your marketing efforts pay off during the first quarter of this year? Are you woefully unsure and wildly self-conscious about it? You’re not alone.
Whether your marketing is directionless or you need more financial resources to invest in a solid strategy, here are four signs it’s time to consider a fractional chief marketing officer (CMO).
1. You Have a Marketing Plan, but No One Is Available to Be in Charge of It
This is a common trap when the marketing direction is steered by multiple people or by someone who is not solely focused on marketing.
Your company brand and success may have been built long before the days of complex marketing channels and automation. In order to prepare for the future (or present), businesses are tasked with adapting at lightning speed, to keep pace with contemporary strategies, tools, and tactics.
Oftentimes, especially in small and growing businesses, marketing initiatives are scattershot and lack a cohesive plan. An experienced marketing strategist can help right the proverbial ship for a strong and successful future.
2. Your Sales Team Is Creating Their Own Marketing Materials
Your sales team may be great or your sales team may be YOU. Either way, if your sales team is creating their own presentations, one sheets, and PDFs, it’s very likely that those materials are unfocused and weak.
A fractional CMO can develop a unified message that creates an exceptional customer experience, makes you and your team feel more confident in presenting your offerings, and improves conversions – all for a more cost-effective approach.
3. You Have Lots of Pricey Marketing Tactics Without a Supporting Strategy
It’s an easy trap to fall into. Someone says you need a new website, so you get one. You sponsor events and buy branded swag. You create a Google Ads campaign and get swallowed by the ad costs. You hire an intern to manage your social media because young people know social media, right?
You did all the things and yet, not a penny of ROI to be found. The absence of strategy will leave you frustrated and broke. You need marketing insights that help inform executive decisions, build the reporting you need to make smart business decisions, and then closely track revenue and growth. That will give you ROI for miles.
4. You Need More Financial and Organizational Flexibility
The very first ingredient needed for continued success is flexibility. You need to be agile so you’re available to capitalize on shifting situations or unforeseen challenges.
Locking your business into a yearly salary commitment for a CMO, Marketing Strategist, or even a social media coordinator is antithetical to the needs of many small businesses. Why? Hiring staff is a big commitment. What’s more? So is firing them.
If the relationship doesn’t work out with someone closely involved in your marketing efforts, separating from them can be an arduous and costly process.
Conversely, if your fractional CMO or outsourced marketing team isn’t working out, it’s much easier to end the relationship and find another fractional CMO or team.
How Is Your Marketing Going?
As your business grows and your needs shift, a fresh perspective with more experience may be needed. While reviewing your first quarter sales this year, ask yourself this: Do I have the time necessary to devote to marketing and sales?
If you’re not sure, feel free to score a free strategy session with GoBeyond SEO. ROI is within reach, we promise.