After reading several blog posts from people who don’t know how to select someone to help them with their marketing. These might include a marketing agency, marketing coach, or social media companies. The question they are asking is, “Why isn’t marketing free?”
That is both a good news/bad news kind of question.
The good news is that it is free if you do it yourself. The bad news is that if you don’t know how, or don’t have the time or don’t want to, its not free.
People who ask this question are concerned, confused and frustrated. They are concerned about who can deliver, or will they get a strong retrun on investment. They are confused because the message the marketing agencies are giving the might be great but there is concern about spending money and knowing if they are making the right decision. You might be asking yourself, “are they an empty suit?”
As a business owner you concerned if the agency can deliver the results they are promising. The agency owner has concerns that the business owner lacks the knowledge to make an informed decision and that expectation are too high. Talk about a catch 22.
The question I keep seeing is “Why do people charge for marketing if they can’t guarantee the results?”
I’ve seen some articles that state that doctors don’t guarantee the results, lawyers don’t guarantee the results, and accountants do guarantee results, why should marketing agencies?
I’ve seen marketing agency say they can’t guarantee the results because the owner doesn’t do what the agency suggests, the owner does not follow the marketing timeline, the owner does not have the Business Systems in place to track the results, the company does not have processes in place to follow up on all the leads generated and the business owner has an unrealistic expectation of what marketing can do. Do these sound familiar?
If you agree, why don’t you train yourself to be an expert marketer. It’s not that hard and there’s tons of good marketing material available you can use: the internet, YouTube, blog posts from famous marketers, or just ask your friends what they do that works for them.
Dan Kennedy, whom I follow as the expert marketer, states that a business cannot outsource their marketing until they know what works. And I think that’s the problem right there: the business owner doesn’t know what works so he’s turning to someone else to tell him what will work.
I’ve helped many companies with their sales and marketing challenges and I tell them the same thing, “I know marketing and sales best practices, you know your business, our job is to marry those two skills and create a solution that works.” It is a team effort. My best clients agree.
Lots of business owner do not want to hear that nor do they want to take the necessary steps to build a great marketing plan. I think a business owner has to understand his marketing first and foremost and know what works before he can consider outsourcing his marketing. If he doesn’t, he has to trust someone to help him or her.
So that begs the question, how does a business owner develop that skill?
I am working with a business owner who understands his marketing is not working as well as it did in the past and it is very expensive. He is doing it himself. It is conceivable he can save over $200K a year. The problem is he does not understand digital / Internet marketing, marketing personas or social media consulting and he knows he needs it. He is frustrated and confused and afraid of making the wrong decision. My job is to coach him in making the best decision. I would like to do the same for you.
You can avoid the level of confusion by taking control of your marketing and learning enough to make an informed decision. You need to understand that marketing does not need to cost a lot when you do it yourself. We show you what to do every step of the way. Please check out http://www.akris.net to see how you can learn, create and care for your marketing. This will put you back in control of your marketing, allowing you to make informed decisions.
May blessings be upon you,
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