Marketing your own product can sometimes be frustrating if you do not have a grasp of your target audience or market. However, not just anyone can help a company market its products. While advertising firms and PR companies are good at reaching out to people, a business has nuances and characteristics that must a marketing professional should be proficient with before he can adequately market a brand or product.
Marketing help can come in different forms. There is brand marketing, in which you can run advertisements highlighting the name of your company, or the name of the products that you produce or carry. There is also viral marketing, in which word of mouth is used as a way to spread the news about how good your brand is. There is also promotional marketing, in which a business uses discounts, freebies or coupons to entice prospective buyers.
In all of these, hiring marketing firms or people would be a good way to help improve the company’s image and improve sales. Here are a few things you should look for when hiring marketing help.
Knowledge about the industry. Marketing professionals can have a theoretical grasp of what it means to reach out to an audience. However, this is not enough. The best marketing help would come from individuals or firms that have a good grasp of what your industry is all about, and who has a good track record in marketing in your particular niche. If you run a retail store for clothing, for instance, choose a marketing firm that has experience in creating good visual advertisements that can highlight your wares. If you own a restaurant, then choose a marketing firm that knows how to appeal to diners’ palates.
Knowledge about your products and services. Most advertising firms would have to be given some time to sample your products or services. However, there may be some marketing professionals who are already avid users of your brand. These people wouldn’t have a hard time thinking of good ways to highlight the benefits of your product or service. After all, they’re living, breathing testimonials of your brand themselves. This is particularly beneficial for brands that are already established. For new brands, though, you would need a fresh perspective. Still, someone who is loyal would be a good choice, because that person or that company would know what image you need to project to the public.
Measurable goals. When running marketing campaigns, it’s not only important that you get a message across an audience. You also need to know if your campaign is effective. How many people were you able to reach? What kind of mediums did your marketing campaign go through? What is their demographic? A good marketing firm will be able to provide these kinds of metrics. At the start of your doing business with a marketing professional or firm, you would have to be clear about this. Go for someone who will not just make estimates, but who can actually be able to give you solid figures. This is especially applicable for online marketing campaigns, in which pageviews and clickthroughs can be counted accurately.
Affordability. Lastly, price is a big concern when running a marketing campaign. Tri-media advertisements—television, radio and print media—would, of course, be expensive. Be prepared to shell out big figures when you want prime-time spots on TV, for instance. However, there are alternative means of marketing products, which can be cheaper but more effective, depending on how good the execution is. Marketing through social mediums can be powerful, for instance, if you can get good reviews about your product. Pay per click advertising can be inexpensive, too, because you only pay for actual clickthroughs. Affiliate marketing can even be better, since you only pay commissions from actual sales.
There are many ways to market a product, service or brand. It will depend on a good mix of knowledge, price, and methods to attain the ideals of your business in reaching out to your intended audience.