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Expert Answers to Biz Questions

Listen in! Pick up some expert advice to a reader's question that we selected from CyberSchmooz.

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Doing Marketing the Right Way - The Consultant’s Point of View

As hungry entrepreneurs and small business owners it often seems that to successfully run your company, you must constantly live and breathe every part of your brand, paying attention to even the smallest details daily. However, this may not always be the most efficient use of your resources and time. A business consultant can offer a distinct perspective. They can help understand where to step on the gas and where to pump the breaks a bit, he or she can open a whole new world of effective marketing. With a consultant, you can better understand newer business models, up and coming social trends, and how to strategize more effectively. These are some of the key reasons why it’s a worthwhile business decision to consider hiring a consultant.

Hone in on Your Marketing Strategy

With the help of a consultant you will start to see where your current marketing strategy needs improvement. Even if your marketing campaign is going great, there’s always room to learn and adjust to anticipate new trends. Start by working with your consultant to alter your goals to be more comprehensive and concise. Perhaps business trends have changed and your audience has grown since you started. A consultant can help you redefine what your goals should be based both on your current standing and on what you hope to later achieve. More importantly, they can assist in creating and implementing a fresh marketing strategy to meet those goals.

Additionally, consultants often provide you and your team with unique experience that falls outside the realm of your current vision and consideration. Some of the most well-known and successful entrepreneurs of today started as consultants and have access to an abundance of useful knowledge and experience. Digital marketing experts such as Sam Ovens began their careers as consultants, and have accumulated an immense marketing and entrepreneurial knowledge from working in this field.

Tackle the Things that Matter

Your business is your achievement, not anyone else’s. So, relinquishing some of the responsibility you have to keep it running smoothly can be difficult. A consultant will sit down with you and help you decipher what’s working, what needs to be rethought and refocused, and what tasks you can delegate to others. As the CEO or founder, you should put your time into the endeavors that are going to pay off and really convert sales in the long term. Look over the statistics and figure out together where your energy is best spent; then give the more basic tasks and workload to someone else.

Focus on Conversions

So many in the small business world focus on driving traffic to their sites and getting social media shares. These things are extremely important, but if you can’t convert traffic - meaning a site visit by a potential customer doesn’t result in a sale - it was all for naught. Use a consultant to help boost your conversion rate. A good consultant can also show you the value of analytics. To really understand your business and avenues for success, you should always keep a close eye on your metrics online. Once you’ve decided the best strategy for better conversion, you can more easily understand what analytics and data you’re looking for, focusing on those that help you reach your goals. By having someone else to answer to, you are being held accountable in a way that can be extremely beneficial to a small business owner who usually handles it all. Soon you’ll see this shift pay off in the data as well as in overall proficiency.

A creative marketing strategy that’s tailored to your company’s needs and specific audience will deliver tangible growth and increased productivity. Bring in an expert with a fresh set of eyes to help you get organized and see the bigger picture. A new skill set is always welcome and the willingness to learn from your peers is what will keep you succeeding in a growing and ever-changing market.

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