Hiring a marketing team or a contractor to help you with your marketing can be a very scary thing: how do you know if paying them to help you get people to pay you is going to pay off?
Do you look at their case studies from working with other clients? Do you ask for their references? Do you ask questions and hope you can find certainty in their answers?
This gets even trickier when you aren’t really certain how to market your own offerings. If you’re not sure exactly who to market to (because your product or service could benefit “anyone”), or where to find those people you want to market to (online or off-line), or when to come into their lives or their day to share what you have to offer…then handing off all these decisions to a marketing team or a contractor gets even dicier.
If you feel like it’s daunting to hire out your marketing to a third party, imagine how it might feel for your prospective customer to decide to invest in you. You’re offering a product or service to them. You want them to bet on you, to trust that paying you is going to help them get something they want.
It’s a risky situation on both sides!
How can you mitigate this risk for yourself (and also learn how to mitigate the risk for your prospective customer)?
In my experience, one of the best ways to do this is to improve your ability to “perspective.” The better you know your customer and why they buy from you, the more clearly you can hire people to help you market to them. If you have a clear idea of who you’re selling to, what they want and what they don’t want, then you can hire a third party to assist you.
A marketing team or consultant can assist you with your marketing—but you lead them. You lead them because you know your customer better than they do. You guide them on where to research, what you’ve learned in the past and what your vision is in the future.
With this kind of leadership, a marketing team or contractor starts off with a foundation they can springboard from. You’re hiring them to manage the smaller details that you don’t need to get bothered with: setting up Facebook ad campaigns, posting to social media, building your website, etc. It’s not necessary to know all the technical details involved with your marketing. But it IS necessary to be the one leading the direction. Getting input, suggestions and coaching from a marketing consultant will be much more effective when you come to them with this kind of clarity. A marketing consultant can guide the way of positioning your brand against competitors, the strategy for reaching your prospects, the components of a launch campaign and so on. But you’re providing the structure they build upon.
Your ability to “perspective” also applies to helping mitigate the risk for your prospective customer. The better you know your customer, the more you understand what drives them to buy and what concerns they have. With a clear idea of who you’re selling to, the easier it is to talk to them. Instead of talking about yourself and what you’re offering, you can talk about them. Your marketing can include sharing stories they’ll relate to, offering tips and education they’ll benefit from and entertaining them because you know what engages them. This is much more interesting to your prospect, and more effective for converting them into your best customers.
If you want to outsource your marketing or increase the effectiveness of what you already have, try thinking about your ideal customer and answering these questions:
1. What does my prospective customer already know about my product or service?
2. What does he/she probably assume about my product or service?
3. What does he/she probably misunderstand about my product or service?
4. If my customer could wave a magic wand and get exactly what he/she wanted after purchasing from me, what would that be?
Once you’ve answered those as best as you can, test out your assumptions. Ask your existing customers and ask several people that haven’t seen your offerings to give feedback. When you have a clear idea, share this with your marketing team along with the profile of your ideal customer. This will save time for them and greatly increase the likelihood of better conversions.