{"id":6106,"date":"2020-02-06T05:05:00","date_gmt":"2020-02-06T05:05:00","guid":{"rendered":"http:\/\/www.conversionpipeline.com\/?p=6106"},"modified":"2023-09-12T15:23:03","modified_gmt":"2023-09-12T15:23:03","slug":"small-business-marketing-consultant","status":"publish","type":"post","link":"https:\/\/conversionpipeline.com\/small-business-marketing-consultant\/","title":{"rendered":"When a Small Business Needs a Marketing Consultant"},"content":{"rendered":"<p><span style=\"color: #000000;\">Why <em>don&#8217;t<\/em> you need a search engine marketing consultant?<\/span><\/p>\n<p><span style=\"color: #000000;\">Take a moment and consider the reasons why.&nbsp; Go ahead\u2026I&#8217;ll wait\u2026<\/span><\/p>\n<p><span style=\"color: #000000;\">Have your reasons ready?<\/span><\/p>\n<p><span style=\"color: #000000;\">I bet they look something like this:<\/span><\/p>\n<ul>\n<li><span style=\"color: #000000;\">You already handle your own marketing<\/span><\/li>\n<li><span style=\"color: #000000;\">You don&#8217;t need another marketing expense<\/span><\/li>\n<li><span style=\"color: #000000;\">You don&#8217;t think the investment will turn into new revenue<\/span><\/li>\n<li><span style=\"color: #000000;\">You&#8217;re too small to hire a marketing consultant<\/span><\/li>\n<li><span style=\"color: #000000;\">You just don&#8217;t need one<\/span><\/li>\n<li><span style=\"color: #000000;\">What&#8217;s a search engine?<\/span><\/li>\n<\/ul>\n<p><span style=\"color: #000000;\">Well, here&#8217;s the thing\u2026<\/span><\/p>\n<h3><span style=\"color: #000000;\">You do need a search engine marketing consultant.<\/span><\/h3>\n<p><span style=\"color: #000000;\">If you don&#8217;t think you do, it&#8217;s because you don&#8217;t know what you don&#8217;t know.<\/span><\/p>\n<p><span style=\"color: #000000;\">Let me explain\u2026<\/span><\/p>\n<p><span style=\"color: #000000;\">I was talking to a prospective client on the phone this morning (the inspiration behind this post).&nbsp; The guy called in because he wanted to find out how Conversion Pipeline could help him spend his 2020 budget wisely.&nbsp; He has no marketing plan, but knows he needs to do it.&nbsp; Clearly this guy is ahead of the curve.&nbsp; Still, the answers to some of the questions I asked spoke volumes about small businesses in general.<\/span><\/p>\n<p><span style=\"color: #000000;\">First, a definition.&nbsp; I think of a small business as having revenues between $1 Million and $50 Million.&nbsp; Maybe this is the small end of the small business sector, but it is a HUGE portion of the sector.<\/span><\/p>\n<p><span style=\"color: #000000;\">Now, back to my conversation\u2026<\/span><\/p>\n<p><span style=\"color: #000000;\">After a bit of general discussion, I start in with my fact-finding questions.&nbsp; The first question out of my mouth is, &#8220;What is your average customer value?&#8221;<\/span><\/p>\n<p><span style=\"color: #000000;\">To which he replies, &#8220;Well, that depends.&#8221;<\/span><\/p>\n<p><span style=\"color: #000000;\">Immediately a red flag went up.&nbsp; &#8220;That depends?&#8221;<\/span><\/p>\n<p><span style=\"color: #000000;\">Really?<\/span><\/p>\n<p><span style=\"color: #000000;\">On what?<\/span><\/p>\n<p><span style=\"color: #000000;\">How on Earth could an average customer value &#8220;depend&#8221; on anything other than actual customer values?<\/span><\/p>\n<p><span style=\"color: #000000;\">You see, the reason that answer was given was because &#8211; as nice as the guy was &#8211; he didn&#8217;t know the answer.<\/span><\/p>\n<p><span style=\"color: #000000;\">&#8220;Some of our clients are really big &#8211; those are the ones we want.&nbsp; Some of them are much smaller and we like to avoid those, but we still take them because we want the revenue,&#8221; he said.<\/span><\/p>\n<p><span style=\"color: #000000;\">I have no problem with the business decision to take what you can get.&nbsp; When you&#8217;re struggling to grow, you gotta do what you gotta do.<\/span><\/p>\n<p><span style=\"color: #000000;\">But I have a big problem with not knowing your average customer value.&nbsp; Without this vital piece of information, how are you supposed to make any business decisions?&nbsp; How are you supposed to judge whether or not a marketing program is successful?<\/span><\/p>\n<p><span style=\"color: #000000;\">The short answer is, you can&#8217;t.<\/span><\/p>\n<p><span style=\"color: #000000;\">And here is the rub from a broader perspective &#8211; I think most small businesses would answer the same way.&nbsp; That is, I don&#8217;t think most small businesses have any clue how much an average customer is worth.<\/span><\/p>\n<p><span style=\"color: #000000;\">See, that type of information is typically figured by a c-level marketing person, or a very well tuned-in finance manager.&nbsp; Small business don&#8217;t have the time &#8211; or inclination &#8211; to figure this stuff out.<\/span><\/p>\n<h3><span style=\"color: #000000;\">Things a Marketing Consultant will help you learn<\/span><\/h3>\n<p><span style=\"color: #000000;\">There are other things that you&#8217;ve got to know:<\/span><\/p>\n<ul>\n<li><span style=\"color: #000000;\">How many customers churn?<\/span><\/li>\n<li><span style=\"color: #000000;\">How much cross sell\/upsell potential is there?<\/span><\/li>\n<li><span style=\"color: #000000;\">Which advertising method will drive the most new customers?<\/span><\/li>\n<li><span style=\"color: #000000;\">Who are the people coming to your website?<\/span><\/li>\n<li><span style=\"color: #000000;\">What do people want when they come to your website?<\/span><\/li>\n<li><span style=\"color: #000000;\">What is your website designed to do?<\/span><\/li>\n<li><span style=\"color: #000000;\">How many leads does your website generate?<\/span><\/li>\n<li><span style=\"color: #000000;\">What is your close ratio?<\/span><\/li>\n<li><span style=\"color: #000000;\">How does the sales cycle work when a lead does come in?<\/span><\/li>\n<\/ul>\n<p><span style=\"color: #000000;\">I could do this all day.<\/span><\/p>\n<p><span style=\"color: #000000;\">The point is, <strong>most small business owners and managers would never know to ask these questions in the first place.&nbsp;<\/strong> Moreover, they wouldn&#8217;t know what to do with he information if they had it.&nbsp; At least, they wouldn&#8217;t know how to turn it into actionable business intelligence.<\/span><\/p>\n<p><span style=\"color: #000000;\">And the big point &#8211; most small business owners and managers don&#8217;t have the time to dig into this stuff.<\/span><\/p>\n<p><span style=\"color: #000000;\">But it can be the information that makes or breaks chances for success.<\/span><\/p>\n<h3><span style=\"color: #000000;\">Where a search engine marketing consultant comes into play&#8230;<\/span><\/h3>\n<p><span style=\"color: #000000;\">I don&#8217;t know about you, but at my house, the community Yellow Book doesn&#8217;t even make it across my threshold.&nbsp; It goes in the can immediately.<\/span><\/p>\n<p><span style=\"color: #000000;\">Direct mail, magazines, local papers, billboards, door hangars, flyers, and outbound selling might all still work.&nbsp; You&#8217;ll have to test in a meaningful way to see if they do.&nbsp; But the undeniable fact is that the single most important way to acquire new customers is through online marketing, and search engines, specifically.&nbsp; To tap that, you need to talk to someone who knows what they are doing.<\/span><\/p>\n<p><span style=\"color: #000000;\">A great <a href=\"https:\/\/conversionpipeline.com\/services\/marketing-strategy\/\"><strong>search engine marketing consultant<\/strong> <\/a>will have a strong background in traditional marketing because the same principles apply.&nbsp; But when we enter the online realm expertise must be layered with technical savvy, understanding of usability, web design experience and advanced training in <a href=\"https:\/\/conversionpipeline.com\/services\/search-engine-optimization\/\">SEO<\/a>, <a href=\"https:\/\/conversionpipeline.com\/services\/ppc-management\/\">Pay Per Click,<\/a> <a href=\"https:\/\/conversionpipeline.com\/services\/geofencing\/\">Geofencing<\/a> and web analytics.<\/span><\/p>\n<p><span style=\"color: #000000;\">If your company spends any money on marketing, and you have not consulted with a pro, it needs to be high up on the priority list.<\/span><\/p>\n<p><span style=\"color: #000000;\">After all, most business owners don&#8217;t know what they don&#8217;t know.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"Why don&#8217;t you need a search engine marketing consultant? Take a moment and consider the reasons why.&nbsp; Go ahead\u2026I&#8217;ll wait\u2026 Have your reasons ready? I bet they look something like this: You already handle your own marketing You don&#8217;t need\u2026","protected":false},"author":3,"featured_media":13647,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12,136],"tags":[],"class_list":["post-6106","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-list","category-online-advertising-2"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>When a Small Business Needs a Marketing Consultant in Virginia<\/title>\n<meta name=\"description\" content=\"If your company spends any money on marketing, and you have not consulted with a pro, it needs to be high up on the priority list. 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