As we all know, a successful business model includes a strong and multifaceted marketing strategy. When we talk with clients there is often confusion about different types of marketing efforts, and their relative value and purpose. The most common misconceptions clients communicate have to do with influencers and media. For that reason, we’ve put together some valuable information to help clear things up. 

Let’s start from the beginning. 

What is marketing media?

Media in marketing is broken down into four parts: owned, shared, paid, and earned. These parts are not mutually exclusive. A comprehensive marketing strategy will encompass a combination to meet specific campaign objectives. 

Owned Media

Owned media is paid for, owned, and distributed by you. This includes business assets such as your website, blogs, white papers, case studies, brochures, signage, email, newsletters, staff uniforms, company vehicle markers, other promotional materials and so on. Owned media is considered an investment in business and is best kept evergreen.

Shared Media 

Shared media is paid by you, owned by a third party, and distributed by you. It encompasses social networks and Brand Channels like Facebook, YouTube, Twitter, Yelp, et. al. While most networks are free, they should not be taken lightly. Social media is said to influence some of the most intimate of consumer decisions and most of them have come under fire for unethically manipulating both network control and reach. 

We like social media because it offers channel diversity for your customer and further strengthens that bond and more broadly your brand presence when you’re able to meet your customers where they are.

Some consider “shared media” as “owned media” but in the recent past, we’ve seen companies involved in controversial industries lose Brand Channels despite massive following.

Paid Media

Paid media is paid by you and owned and distributed by a third party. Commonly referred to as advertising, this includes any media you pay for on various mediums such as; billboards, radio, print, video, and banner ads. Other paid media might include product placement, sponsorship, teleshopping, and affiliate networking.

Paid media is attractive because it is the most direct path to get your products and offerings in front of customers. Digital giants like Google and Facebook have become experts at reaching targeted demographics. They’ve made it their business on making quality connections between advertisers and consumers.  

Earned Media 

Earned media is considered the most esteemed media and usually falls under public relations. You can’t purchase good earned media; it is voluntarily given. This includes media you are not directly responsible for, such as news coverage, broadcasts, press releases, radio talk show mentions, magazines, digital and print publications, ratings, reviews, word of mouth, referrals, and endorsements. 

These types of media coverage are accomplished through any reputable media outlet. It’s verifiable and consistent. For this reason, coverage is of extremely high value. 

Convergence Media

There’s a segment of industry professionals that will call any combination of the above media types “Convergence Media”. Due to the complexity in variables and highly specific nature of convergence media we aren’t going to dive too deeply into this type of media.

A great example of convergence media is to do with influencers. Depending on the influencer, there might be an unspecified combination of paid, earned, shared, and owned media, to meet specific objectives or contract terms. While it’s impossible to clearly define convergence media, it’s important that you know it exists and that it is not in itself actually a type of media. 

Who are influencers?

An influencer can be defined as any person with a measurable influence over a substantial audience that is typically identified by industry focus. This is a broad definition that might include political lobbyists, activists, market analysts, journalists, editors, authors, bloggers, thought leaders, public speakers, comedians, athletes, musicians, celebrities, reality TV stars, models, entrepreneurs and niche industry experts.

Influencers come in all shapes and sizes. They are best categorized by the size of their following, how they achieved it, and whether or not they are monetizing it. 

Celebrity – 5M+ Following

Celebrity influencers extend brand reach exponentially with 5 Million+ active followers. Think of A-list celebs such as Adam Sandler, LeBron James, or Elon Musk. These influencers are household names, and because of that many have leveraged their reach to grow their own Brand Channels. Some excellent example of this is Jessica Alba’s all-natural product line, Honest Company. These stars can cost, on average, in the neighborhood of $1 million dollars for a single social media post.

Mega Influencers – 1M -5M Followers

Mega Influencers are content creating machines that usually have a team of people helping to manage their channels. These influencers have refined their personal branding and are capable of earning a noteworthy income from their influencer status and may or may not already be considered B-list celebs on the red carpet. These influencers make an estimated $50k per post.

Macro Influencers – 500K – 1M Followers

The Macro influencer category is loaded with social media stars that earned their claim to fame by generating shareable content.  They are almost certainly monetizing their following and looking to move onto the next level. This tier can make six-figures and consist of a montage of influencer types, niches, and personalities. These influencers are estimated to make an average of $15k per post.

Mid-Tier – 50K – 500K Followers 

Mid-Tier influencers are working hard to engage and grow their target audience. They are the bread and butter of the influencer world driving the highest ROI for brand and channel partners. Maybe that’s because mid-tier influencers are likely working hard to increase their influencer revenue which can average $5k per post.

Micro Influencers – 10K – 50K Followers 

These influencers aren’t usually getting photographed in the supermarket and may not be a universally recognized authority in their market, but they pack a healthy punch and know their value. With a loyal and dedicated following we see many micro influencers helping brands bring products to market. Micro influencers have earned the trust of their audience over time and are likely monetizing their following as they can earn up to $5k per post.

Nano Influencers – 1K – 10K Followers 

If nano influencers have a notable reach but have not likely clearly defined their influence. They are usually looking to monetize, which for obvious reasons, and can make up to $1,500 per post depending on a variety of other factors such as niche, platform, and the personality of the influencer. These are the influencers to watch, you likely have a few in your own network.

Now that we understand what marketing media consist of and who influencers are, we can clear the air we can dissuade confusion. 

Key differences between influencers and media

Media is content. Whether it’s physical, digital, word-of-mouth, or ad copy – it’s content that requires distribution channel to reach an audience.

Influencers are individuals (usually people, but sometimes animals). Brand Channels are frequently mistaken as influencers. It might be tempting to think of the New York Times or Facebook as an “influencer” the reality is, they are media outlets that allow their users to create brand channels. 

A key point to remember is that while you may produce media for specific Brand Channels, media outlets, or influencers, the media itself, does not embody a single distribution channel. A perfect example of this would be a cross-channel marketing campaign to promote an instore sale. That campaign would likely produce a combination of media, such as: flyers, emails, social media posts, influencer video requests, and pay-per-click ads. All the marketing deliverables in this scenario are types of media with varied methods of distribution. 

Components and Purpose of Public Relations

Our clients visualize their success daily. They utilize our marketing expertise as their vehicle of choice to help get them to the finish line. If we think of various marketing media initiatives and influencer engagement models we deploy as drivers of success for that vehicle, we recognize that some drivers maneuver the road more gracefully than others, while some put the pedal to the metal but at the cost of the car. We notice that a few might have impeccable night vision, and maybe a even let you roll the windows down to take in the view. 

Now, I want you think specifically about public relations. In this scenario, PR is the road your traveling on and your customers are the landscape on which that road exist. It controls, monitors, and guides brand messages across multiple channels, ultimately paving the way for customers to interact with your brand. 

The climate of public relations offers unique and sometimes unexpected challenges. It heavily impacts brand viability and can dramatically increase awareness of leadership and your company. The purpose of PR is to maintain, enhance, or adapt a company’s public image based on deliberate objectives in support of your brand schema. 

Without public relations, it would be impossible to unify brand messages regardless of the amount of money paid to influencers or third-party advertisers. That’s precisely why PR experts are the people brands turn to when facing negative publicity. Hopefully this helps clarify a few things, for a few people. 

“The outside perception and inside perception of Microsoft are so different. The view of Microsoft inside Microsoft is always kind of an underdog thing.” Bill Gates

So your company has an exciting announcement you want to shout from the rooftop, but how do you effectively share your message in a way that puts you in front of your key stakeholders? That’s where the press release wire service shines. Essentially, a press release is a formal written announcement that conveys your big news in an effort to gain media attention and backlinks to your website. It’s also pretty useful in growing your brand visibility in organic (non-paid) search engine results.

But writing a press release isn’t enough. You need to get it in the hands of those who cover your niche and can share your message with their readers. While there are several ways to accomplish this, publishing your press release on a wire service is not only a quick and effective way to distribute your message globally, it can also increase your brand presence, build authority in your industry and land your company in those coveted Google and Bing search results.

There are MANY PR wire services on the market, with varying price points based on word count, distribution pick-up, reporting and more. Choosing the right platform can feel daunting.

Let’s simplify the process and take a look at the industry’s most popular PR wire services. Here’s a breakdown of what you can expect.

Comparison of Press Release Wire Services
**All costs below based on a 750 word press release sent to North America distribution

PR Newswire
Cost: About $2,500
Reach: 4,500 U.S. websites including Yahoo! Finance, MarketWatch and Business Journals, 3K newsrooms like The New York Times, ABC News, and BuzzFeed, more than 550 news content systems like Moody’s, SmartBriefs, and LexisNexis and 39K active monthly journalists
Turn around: Within hours, or scheduled in advance

PR Newswire is often considered the industry leader in wire services with a large platform and a robust reporting system. PR Newswire can distribute your press release within hours and also offers a wide range of additional services, such as multichannel marketing and targeted influencer outreach.

That said, PR Newswire comes at a cost. A press release for national distribution starts at $815 for the first 400 words, which includes your boilerplate, and that rate increases for every 100 words. If you go with regional distribution, those all start at different rates. And then there are the fees for your logo and additional media assets. As you can imagine, that adds up quickly, and pricing can start to feel convoluted.
If you have a large budget, PR Newswire could be a good option for you, but that’s not the case for everyone. When dollars are tight, I don’t recommend spending a large portion of your budget on a wire service. Instead, you’re better off combining a more affordable platform with personalized, targeted media relations.

Cision PRWeb
Cost: Advanced Package – $289/release, no word count restriction
Reach: 1,200+ websites, powered by PR Newswire / Cision
Turn around: 24 hour turnaround for next day distribution

PRWeb is the more economical sister to PR Newswire and reaches a network of 1,200+ websites. You can choose from a variety of packages with different price points, which range from $99 to $389 flat rate for 800 words or fewer. The basic package hosts your press release on PRWeb.com while the most advanced package offers web syndication, social media integration and the capability to directly contact industry influencers.

If you go with an advanced package, PRWeb also offers unlimited media assets, which is a great value-add. I like PRWeb because you don’t get nickeled and dimed while receiving valuable online placement, although the web interface is rather clunky and 24 hour turnaround is not ideal for everyone. For clients on a budget, PRWeb is your best choice.

eReleases
Cost: About $700
Reach: More than 4,500 websites, databases and online services
Turn around: 24 hour turnaround for next day distribution

eReleases is a reseller of PR Newswire, which gives eReleases distribution to the PR Newswire network. In addition to PR Newswire, eReleases also distributes to the AP Newswire as well as its own network comprised of opted-in journalists.

eReleases offers three packages that start at $299 and go up to $499 for the base rate. The low-end package includes 400 words while the top-tier package includes 600 words. As far as turnaround time, you can request same-day distribution for a fee. Otherwise, all press releases are scheduled before 9:00 am Eastern — although the platform will not allow you to specify an exact time for distribution. For the price and reach, eReleases is another good option for companies on a budget.

Business Wire
Cost: Approximately $1,550
Reach: Distribution to 89,000+ news outlets
Turn around: Immediately, or scheduled in advance

Business Wire follows a similar model to PR Newswire in that the first 400 words for national distribution are $760 and $195 for each additional 100 words. You can schedule your distribution several weeks ahead of time or immediately. That scheduling flexibility can definitely be helpful — particularly for tech companies who move quickly. As a business-focused wire, Business Wire also complies with SEC regulations, which is useful for certain niches.

Like PR Newswire, Business Wire is one of the pricier wire services, for large companies with large budgets. If you need that immediate turnaround, Business Wire is a great option, but when your budget is tight, look for a more economical solution.

Newswire
Cost: Premium Plus – $359/release, no word count restriction
Reach: 250+ media outlets & PR Newswire’s network of more than 4,500+ news outlets
Turn around: 24 hour editorial review

Newswire offers four distribution packages: Premium, Premium Plus, State Newsline and National Newsline. The four packages run between $119 and $1,199 with the Premium Plus package being the most popular at $359. In addition to its own proprietary network, you have access to PR Newswire’s extensive network, plus syndication to Google News, Yahoo News!, Business Journals Network, Reuters, and Associated Press.

With Newswire, I particularly like that you can add up to four images as well as embed video, so if you have a media-heavy announcement, this could be a good option. Keep in mind, Newswire operates on a 24-hour editorial review turnaround. In addition to its wire service, Newswire also offers monthly and annual packages that include managing your media database, media monitoring and influencer relations management. If you’re looking for a more comprehensive solution than just wire distribution, Newswire is worth exploring.

GlobeNewswire by Intrado
Cost: $1200
Reach: 3,500 news outlets including AP Mobile, Associated Press (AP), Bloomberg, CNBC, CNN, Dow Jones, USA Today, the Wall Street Journal and Yahoo! Finance
Turn around: 24 hour turnaround for next day distribution

Intrado (formerly West) purchased GlobeNewswire from Nasdaq in early 2018. Given its investment and financial background, Intrado can help public companies ensure they meet the necessary SEC filing requirements. Intrado also offers you the chance to embed a carousel of images, audio, video and live streaming into your press releases for an incremental fee.

A U.S. national release runs $580 for the first 400 words. From there, each 100 words costs another $190 while two images run about $115. The platform offers next-day turnaround. For publicly traded companies, Intrado is a popular option.

Blockchain Wire
Cost: $795/release, no word count restriction
Turn around: 24 hour turnaround for next day distribution

Blockchain Wire, which is a division of West, specifically focuses on news regarding blockchain, distributed ledger technology companies, and STOs as well as other blockchain and cryptocurrency-related announcements. You can choose among the three platforms Blockchain Wire offers, all of which are priced at a flat rate of $795.

1. ICO Wire: Dedicated to ICO and STO news.
2. Blockchain Wire: A comprehensive platform for public and private blockchain along with DLT news.
3. Crypto Wire: Focused on public blockchains and links to CoinMarketCap.
   

Given the niche nature of blockchain journalism, Blockchain Wire is a great way to hyper target your press releases if that happens to be your industry.

When do press releases get the most views?
Over 50% of all press release are published Tuesday – Thursday, when they are most likely to be seen by reporters following your beat. If you’re trying to bury your news announcement, publish your release end of day on Friday… on a holiday.

Send Your Next Press Release
Of course, choosing the right wire service is just one piece to securing media coverage. An effective press release takes a finely tuned message, a newsworthy angle and a thoughtful pitching strategy that goes beyond a wire service’s distribution network.

We’d love to chat about how we can help you craft a media-ready press release and select the right distribution network to share your message. If you’re ready to share your company’s latest exciting announcement and enhance your brand identity, please get in touch.

The importance of blogs is to have an effective content marketing and SEO strategy. I would even say that it’s required. Blogs provide a medium for you to distribute thoughts, statistics, promotions, content, and collect leads. All of which is at the core of marketing today.

Check out some of these stats:

• 66% of marketers reported using blogs in their social media content. (Social Media Examiner) 
• 53% of marketers say blogging is their top content marketing priority. (Hubspot) 
• Websites with a blog have tend to have 434% more indexed pages. (Tech Client)
• 47% of buyers viewed 3-5 pieces of content before engaging with a sales rep. (Hubspot) 

What is the purpose of blogging?

Thought Leadership and Education

Your blog needs to provide relevant information and links to further information. What information should it provide you ask? Well, it is a matter of identifying who you want to target and at what stage in the buyer journey the audience is. If they are just conducting research on a topic, you want to provide valuable information on topics they may be searching for. If they are closer to buying, you may want to provide a solution to a problem article. Just make sure that blogs don’t just stand alone. Offer ways for them to get more information via a download or connect them with another article providing them with more answers.

SEO

Blogging is one of the largest components to a successful SEO strategy. As stated in the stats above, websites with blogs have 434% more pages indexed. That increases your ability to rank dramatically. Additionally, blogs can be picked up and linked to by other relevant blogs and sites. This type of back linking is some of the most powerful you can receive.

Social Media

You have blogs and social media is a wide open audience. Blogging gives you valuable content and attracts more followers of you and your brand. It pushes people to your website where they may find additional resources that will help them in their quest for relevant information. Without a blog your social media will often just include other company or news blogs. Great as that is, wouldn’t you rather they were going to your website?!

Lead Generation

Last and certainly not least, generating leads is the most alluring part of blogs. Combining all the other reasons brings us to producing leads. It is one of the focal points on attracting people to your brand and thus finding ways for them to engage with you. Depending on how your website and blog is set up, you can offer almost unlimited ways of interaction. Signing up to a newsletter, listening to a Podcast, joining a webinar, announcing an upcoming event, and downloading a white paper are just a few.

Determining cost per sale and cost per lead. Establishing your marketing goals 

Download the marketing goal template here

One of the biggest complaints I hear from business owners and marketers is not having the capability to show the value and impact of marketing efforts. Core to this problem is understanding how marketing is defined. Marketing is a science and because of that, not everything will work the way you want it to—results can be unexpected. Marketing requires making multiple assumptions, rapid iteration based on results of those assumptions and a thesis of results. Until the first step (and investment) has been taken, further optimization of actions will be delayed until you fully determine the next best step forward. Each product, service, app and brand caters to a different demographic at varying points in time. There is no marketing quick fix to boost sales and you should be skeptical if someone promises you something that “just works.”

Where do you start?

You MUST paint a picture of where you are and where you want to be. This should be done in a way that can be visualized and easy to edit as key metrics or KPIs change. The metric that matters most is the cost per sale or overall sales resulting from the support of marketing.

I use the word ‘support’ because it’s nearly impossible to determine where someone heard about your company originally or how they initially engaged. It could have been an ad on the radio, over conversation with a friend, in a product review or a podcast interview. You want to prove value by showing that marketing support helped to push sales to the end goal.

How can I create a visualization of my data?

Here’s the good news: I have a free spreadsheet template to help you with this. It has been created to give you a way to show how budgets and conversion percentages can change the cost of sales. I explain a little more about this in the video. You can download the Marketing KPI Visualizer Template here.

If you need help determining where to find data or how to build your marketing strategy using a metric analysis, we can help. This can involve anything from measuring your website traffic to helping you build content programs. You may also want to look into CRM tools such as Hatchbuck or HubSpot that can dramatically increase your ability to track results.  

Top business and marketing tools (Issue 1)

Welcome to my first post in an ongoing effort to help you cast positive influence to your audience! Each month, I’ll share Justin’s Musts clueing you into the latest digital technologies and marketing tools I’m obsessing over.

In a 100% uptime world, you need tools that automate, track, report, and communicate your brand message while streamlining operational process. And don’t worry, cost friendly options are right at the top of the list. These are useful for all organizations from SMBs to large enterprises.

Keep in mind some of these tools may still be in beta, but are worth exploring to help them gain adoption.

Without further delay, here are a few tools I think are worth taking a look at. 

Pablo by Buffer (pablo.buffer.com)

Pablo allows you to use free high resolution stock images and quickly edit and size them for your social media posts. I use this religiously when I need to create an attractive image quickly.

TeamGantt (teamgantt.com)

TeamGantt is a paid service but it’s worth it to create easy to use Gantt charts. It has the ability to prioritize tasks in real time as they change in urgency and allows you to step out of list prioritization, giving you the ability to give your project teams relevant status and transparency to your clients. In the example, you will see how we use it for our website projects. This is a project manager dream.

Dashlane (dashlane.com)

In a time of heightened security around passwords, take advantage of Dashlane. Dashlane securely remembers all of your passwords and auto fills forms for you. IT’S FREE for one device and super easy to use. You couldn’t ask for more.

Calend.ly (calendly.com)

There are many calendar tools on the market, my favorite is Calend.ly. This handy tool allows you to sync your calendar to automatically let others see when you’re free. No more back and forth trying to herd cats! Calend.ly also lets you create team events for scheduling and specify the time durations for scheduling. We have even incorporated the embed code into our own website.

Make sure you subscribe to our blog. We will be giving you a monthly list of the new technologies that you can utilize to help propel your success.

Once upon a time, a marketing leader was hired to boost sales for a company. The company paid this person well. However, they did not supply the marketer with any of the digital tools needed to succeed, or the necessary support team across development, design, and support, since they invested all their budget in the marketer’s salary. While this marketing leader was a great team-builder and organizer, like most marketers, he wasn’t an expert in every niche of marketing strategy or implementation.

Because his leaders did not understand his role or allow his knowledge to have any influence on company decisions, he (and his bosses) were frustrated at his lack of success. Like most companies, they poured the majority of their resources into engineering and development with little to none dedicated to marketing to obtain the necessary tools. They made a common mistaken assumption: they believed that simply hiring a marketing person to “do the marketing” was all that was required.

The Current State of Marketing

The marketing landscape resembles the mythological shapeshifter, constantly evolving, changing, and becoming more complex as consumers rely on a multitude of devices to consume media from various sources (mobile, social, billboards, TV, radio, web, email, news, etc.). Marketing professionals who desire to be successful will find it necessary to master a panorama of tactics, skills, and tools. It will literally require a new way of thinking.

Consider an example: During the 1950’s, the construction of the interstate highway system virtually changed the face of America. Travel patterns changed. McDonald’s saw this coming and still today there are golden arches off most interstate exits. The Internet is the modern “highway” consumers travel.

Instead of paved ribbons connecting homes and businesses, we now have search engines that show the quickest route to digital companies. Those who become masters of SEO practices get their products and services before everyone who digitally drives by.

Instead of asphalt roadways that take us to our favorite local movie theater, we now navigate to YouTube in our pajamas. Marketers who realize the huge appeal of YouTube can showcase their products in numerous ways.

Instead of skipping down the street to our friend’s house, we socialize over Facebook. Wise marketers have learned how to insert their own agenda into the conversation in ways both subtle and overt.

Fostering community relations along this new media highway is even more important than the community relationships found in the neighborhoods of a bygone era. More than just corporate window dressing, commitment to the local and global community is now viewed as an integral part of core business strategy. Companies who embody this relational aspect attract and retain top employees and also gain a positive standing among consumers. Positive connections to the community mean a boost in the bottom line.

Just as the modern interstate highway contributed to modernization and automation in automobiles, the Internet has made possible a wide variety of tools to automate many marketing tasks. HubSpot, MailChimp, Google Analytics, Mixpanel, WordPress, Asana, Trello, Eloqua, Infusionsoft, and Marketo all provide the capacity to better share with, collaborate for, analyze, inform, and educate target audiences. The right tools for the right tasks save your company hundreds of man-hours in time and resources.

What is the Root Cause for the Lack of Resources Given to Marketing Departments?

The absolute root cause for failure is a gross lack of understanding of the needs demanded by today’s marketing environment. Consequently, marketing takes a back seat to other company departments such as IT, sales, or engineering. It is now impossible to hire a “marketing person” that can do it all and expect them to succeed. And yet, this practice continues.

This lack of understanding breeds impatience and criticism from the executive team of the company. The only budget available is for the marketing leader’s salary, with nothing left for tools or a team. There is no tracking, no lead analysis, no data available to begin such vital functions. Sales are not climbing in the first months after the marketing leader comes on board, so the leadership becomes disgruntled. The CEO who fancies himself/herself a marketing expert, although never having done the job, fails to realize that modern marketing is a long term investment. And because the CEO and others without marketing knowledge are in control of plotting the company’s business strategy, with little or no input allowed from the marketing leader, marketing problems only grow worse.

How Can Companies Solve This Problem?

When your company realizes a comprehensive marketing mix of strategies and professionals is integral to its survival, it’s time to take a deep breath and reevaluate resource allocation, personnel, and processes. Here are some suggestions:

Before you ever bring on a marketing leader, solidify your marketing goals. What does your company wish to achieve through its marketing strategy? Research what a client is worth to your company and work backward on metrics you need to see.

Establish a budget that fits within the dollar amounts you realistically can achieve. Look at your processes and staff and see if you have the right apps and tools your marketer needs to be successful. If not, can you afford to get them these tools?

Perhaps the most cost-effective solution for your company is to contract a third party agency to provide niched marketing solutions to solve the daily problems of your marketing department. For more about this, read how we view the marketing department of the future.

Marketing’s core mission is to connect with key customers where they are and deliver targeted messages about products and services that are relevant, timely and compelling. However, as technology advances and customers are browsing the web, interacting on social media, viewing videos on small screens and relying on technology to enhance their lives, marketing needs to be there, too. For most mid- and small-sized businesses, staying current and relevant in an industry is enough of a challenge. Responding to additional changes in marketing can overwhelm even the most tightly run organizations. It’s time to borrow a concept from IT and use Managed Marketing as a Service (MMaaS) to stay agile and adapt to the latest marketing trends.

New marketing solutions follow the IT model

A managed IT service delivers a collection of benefits to its clients. An outsourced solution ends the break-fix model of calling in an IT service to bring a system or functionality back online. You’ve likely worked in an office that outsourced its IT – where systems and equipment were maintained externally and system issues were monitored to prevent costly repairs and downtime. Agile businesses rely on this model to keep their technology up and running and to update their equipment and functionality. Outsourcing this work allows the business to have access to a team of experts when their business’s budget and size wouldn’t allow them to have these experts on the full-time payroll.

Marketing has become a multi-niched industry and thus can follow this same modeled approach.

The Value of MMaaS

This is a boon for small- and mid-sized businesses, who can benefit by taking advantage of this outsourcing model called MMaaS. Like its IT cousin, MMaaS gives businesses access to a highly skilled team without the expense of these experts’ annual salaries.

The benefits of an MMaaS service are:

• Access to first-class marketing talent that’s experienced in the latest digital trends, campaign techniques and technologies.
• A better marketing ROI that includes an increase in marketing effectiveness and a reduction in payroll and overhead expenses.
• Increased access to media equipment and technology to produce sophisticated marketing campaigns.
• Marketing scalability so a business can respond to market and revenue fluctuations without reducing personnel.

Brands may still complete some marketing efforts in-house, but time-consuming projects or those that require specialist training or sky high software expenses can be outsourced, freeing up business leaders to explore methods, platforms, venues and audiences to gauge a project’s long-term effectiveness. The flexibility MMaaS provides ensures profitability, while reaching customers in new ways.

Effective Marketing Outsourcing to Accommodate Businesses’ Needs

Many teams hold a misconception that outsourcing is a sign of weakness or even laziness. On the contrary — marketing team diversity provides a competitive edge over organizations who hire one or two people to perform all marketing functions. Consider your current limitations like your team’s access to workflow software. Are you satisfied with the tools your company uses for campaign management, marketing automation, web analytics and standard CRM? Pricing for Salesforce Marketing Cloud starts at $400 per month for email, mobile, and web marketing and Social Studio is even more at $1,000 per month.

I’m an advocate for MMaaS as a turn-key solution that frees up a brand’s time and capital to focus on the core mission: providing their customers with high-quality goods and services.

Picking a Marketing Agency

Just as your business evaluates purchases and new hires, so too should your business have a process for selecting MMaaS for outsourced work. Check the agency’s references with a call to previous clients. Ask them about their experiences, how easy it was to work with the agency and how committed the agency is to timely delivery.

Ask your agency contact about their processes. Verify that their workflows are intuitive and that they fit well with how your business operates. Request the agency provide you with samples of their work. View their blog to see if the agency blogs regularly with engaging, useful posts.

Ask yourself these questions: Does the agency understand what you want, are they capable of the work and are they a good fit for your company culture? Answer yes to these questions and you can feel good about contracting with them for your outsourced marketing work.

Build Your Business with Managed Marketing Solutions

As you continue to grow your business, your focus should be on continuously improving your product or service; as well as hiring the right people. The time you spend outside your brand’s core mission takes away from your core mission, making it a wise decision to leverage the power and flexibility of MMaaS.

Want to learn more about how your organization can leverage MMaaS or Marketing Solutions? Contact us here