Marketing Packages for Small Business: Find the Right One for You
How to Find the Right Marketing Package for Your Small Business
Identify what you want to get out of hiring a marketing agency
However, there are a lot of ways to go about solving these issues or growing your business. You must first identify the objectives you want to achieve with the help of a marketing agency. The best way to do this is by identifying the KPIs you want to improve, the specific channels you want to grow, and the specific part of the buyers’ journey you want to address.
If you have a team, discussing this with them will get you a better idea of what your business needs. Their different points of view can help identify any opportunities and areas for improvement you might have missed on your own. On the other hand, if you are a one-man operation, it is best to consult with a marketing professional or agency first since you are more likely to miss some areas to improve in your business with just your point of view.
Determine the marketing services your business needs
A consultation with a marketing professional will serve as a diagnostic of your marketing strategy to see what exactly is wrong with it and determine the different options you have to achieve your goal. A marketing consultation may include an evaluation of your marketing efforts, business’ website and social media analytics, industry, target market, and marketing team and operations. It may also include an SEO audit of your website, tentative research of your market, the creation of a new marketing strategy, and the development of a brand identity. Some marketing consultants even offer their services as problem solvers during times of crisis for our business.
If you are a small business or a startup, it is best to get started by taking on a marketing package that includes this. A marketing consultant can help you get your bearing straight and identify your priorities before you formulate and implement a marketing strategy. In this way, you can make the most of your investment in your marketing efforts and limit your mistakes as much as possible.
Brand identity design
Your brand identity consists of the elements that people associate with your brand. Most marketing agencies will provide the following in their brand identity service package:
- Brand visuals (logo, typography, color palette, and visual style)
- Create brand identity (website design, traditional print media, product packaging, email design)
- Identify brand positioning
- Identify the mission of your brand
- Create a brand personality that resonates with your target audience
- Develop a brand story
- Create a brand voice and style guide
- Brand identity design is often underestimated. But, it is what will make your brand stand out among other businesses offering the same products or services or alternatives to what you offer. Moreover, effective brand identity design is a significant factor in keeping your business on top of the minds of your target market.
A website is a necessary component of any digital marketing strategy. It gives people an accessible channel for learning more about your business and for contacting you. It also provides you with a platform to host content that you can use to educate your audience and convert them into paying customers.
Moreover, if you plan to sell your products online, a website is even more important since it gives you a platform where you can sell to your customers that you have complete control over. You can still use ecommerce platforms like eBay and Amazon. But, having your ecommerce website will give you more control over which products show up in their recommendations and how you can collect people’s emails for future promotions.
Search engine optimization
A website is useless if it is not attracting visitors who have an interest in the products, services, or solutions you offer. Search engine optimization, or SEO, aims to bring your pages to the top of the results for the relevant keywords for your offer or audience. It also optimizes user experience to ensure visitors consume your content and browse other pages on your website.
If you have a website or plan to have one for your business, SEO is a must-have marketing strategy. This is why you would often find search engine optimization services included in website and marketing packages offered by digital marketing agencies.
Content marketing is a strategy used to attract, engage, and retain an audience for your business through valuable, entertaining, and original content. This content is distributed through your website, social media channels, business directories, email list, or video-sharing platforms. Examples of content used include articles, reviews, testimonials, newsletters, social media posts, user-generated content, podcasts, infographics, images, and videos.
Businesses that use content marketing can get up to 67 percent more leads than those that do not. This percentage is even higher for B2B businesses, which is at 72 percent. Moreover, end consumers attribute their purchasing decision to social media posts, branded videos, and articles they saw online.
Social media marketing
Social media marketing is one of the best ways to spread brand awareness among your target market. Social media provides you with a platform to tell your story, share the benefits of your offer, and engage your audience on a personal level. Moreover, it lets you listen in to conversations about your brand, competitors, or industry, which you can use to gain a competitive advantage for your business.
Social media marketing is one of the essential components of any business’s digital marketing package. This is thanks to people spending a significant amount of time on social media and their tendency to engage with any content as long as they find it engaging, interesting, or valuable.
Although it is a part of any business’s content marketing strategy, there is more to social media marketing than just content. There are also interactions present between your brand and its audience, which requires a more attentive and responsive approach from whoever is managing your social media.
Paid media is a marketing strategy that involves buying ad space to promote your business online. These ad spaces can be found in social media, websites, and search engine page results. You can use paid media to promote your social media content, generate traffic for a campaign or landing page, or promote a product or service online.
You can target segments of your audience with paid media. This targeting can be based on their demographics, online behavior, and browsing history. For example, you can target audience members within a certain age range and that also have previously visited your website.
Determine your marketing budget
So, how much should you spend on your marketing?
You will need to take into account your revenue, industry, and scale. Below you will see the average spending of businesses based on their size and industry that you can use as an estimate of how much your competitors may be spending for their marketing:
Average marketing spending per industry
- Small businesses – 7 percent
- Medium-scale businesses – 10 percent
- Enterprise-scale businesses – 15 percent
- Communications – 9 percent
- Construction and home contracting – 3 percent
- Consulting services – 8 percent
- Consumer packaged goods – 9 percent
- Consumer services – 19 percent
- Education – 12 percent
- Energy – 8 percent
- Financial services – 9 percent
- Healthcare – 9 percent
- Insurance – 9 percent
- Retail and wholesale businesses – 4 percent
- Technology industry – 10 percent
- Once you have determined an appropriate budget based on these percentages, you can then determine how much budget you have to spend from what is left of your current marketing expenses.
Research potential marketing agencies
Look for well-reviewed agencies and those with good white papers or case studies about the work they did for their clients. You can also look into how these agencies do their marketing to see if their digital marketing seems professional and effective for their target market. Either of these can provide you with an idea of whether a marketing company can provide effective digital marketing services for your business.
Talk to the agencies at the top of your list
You can also ask them for client references. Ask these businesses what it is like working with them and how satisfied they are with the agency’s services. You can also ask them about how fast their customer support responds and how effective their fixes are in case of any issues.
Decide on your agency and marketing package
Review the results of your marketing campaign
There is a chance that their services do not meet the goals they have set. In such a case, you need to consider how much they have achieved and compare these to the objective of your marketing campaign. You also need to evaluate their recommendations and evaluation to meet these objectives in the future.