Why You Need a Strategist Before You Start Marketing Your Brand
This is probably my favorite thing to ask new or potential clients when it comes to their plans for growing their brands on or offline. There’s social media marketing, blogging, list building, partnerships, paid advertising…. I mean the list goes on and on.
It’s easy to get caught up in all the possibilities, but you simply can’t execute on them all. Furthermore, how do you know that all the strategies are right for your goals for growth? For these reasons and more, you a plan to guide you in bringing all the pieces together so you don’t waste time and resources on marketing.
You need to start asking yourself WHY you’re engaging in a certain marketing strategy.
You need a marketing strategist because…. doing all the things means you do nothing well
Have you ever seen posts encouraging you to try an Instagram course or a Pinterest course? Have you ever soaked up amazing marketing advice you read on a LinkedIn post and wanted to immediately put it into action?
That’s great! There’s lots of great information out there. However, while you’re busy learning and attempting to implement all these stellar strategies, someone still needs to be working in your business.
Will you have the bandwidth to do it all? Probably not.
There’s a million ways to tackle any given problem, so if you’re going to find a solution effectively, you need a strategist to help you sort out which strategies to prioritize and engage in.
You need a marketing strategist because…. blindingly following guru advice only wreaks havoc
When you’re running a small business or building a brand, it’s not hard to get distracted by every shiny or successful person who comes across your path. We’re always looking to others for inspiration—as well we should. However, as we’re blinded by their successes, we can decide just to follow their advice or their system instead of being inspired by it. This means we jump in without thinking critically about if those strategies are the right fit for our business.
Many times they’re not.
I vividly remember jumping on a list building webinar with a pretty well-known guru and being excited about all the actionable advice I would be able to take back and implement in my business. After a 15 minute intro where he spoke about what a big deal he was, the information session finally started. His big secret for effectively building a list? Spend money.
Seriously. That’s it.
He started speaking about how investing $1,000 a month into Facebook ads could grow your list. (Well, duh.) And then he went on to say how those numbers would be even greater if you started spending $1,000 a day….
I was in shock. Who did this guy think he was speaking to? What small business owner can afford $1,000 a month ad spend, much less $1,000 a day? While no one is denying that quickly growing your list is a smart and effective way to grow your revenues, I certainly expected that the free advice in the webinar would be something that made actual sense for the small business owners it was targeted at.
What’s the point of this story? You have no idea what it took or how long it took for your favorite guru to rise to prominence. Just going all in with whatever strategy they throw your way may not make sense for the type of company you’re building, your budget, or your growth goals.
Now that’s not to say these individuals don’t have a wealth of valuable information; it simply means that you need to be able to sift through the dirt to find the golden nuggets. A marketing strategist can help you figure out which strategies will actually be effective for what you’re looking to accomplish.
What worked 10 years ago doesn’t necessarily work now
Guru advice or not, some strategies are just outdated. From the way you interact on social media to how you choose to invest into advertising, the landscape of marketing is constantly changing. Algorithms get updated, the way consumers interact with content evolves, and things that were incredibly effective ten years ago just don’t appeal to the masses now the way they used to.
A marketing strategist isn’t just in your corner to keep you up-to-date on all the trends, but also to guide you in developing a strategy that effectively meets your customers where they’re at today.
You need a marketing strategist because…. Creativity, testing, and flexibility are the keys to success
There’s a lot that goes into a good marketing campaign today, so don’t discount how having solid support can help you get out of your own head and create something that makes your brand stand out. You know your company inside and out, so it can be tough to take a step back and put together assets that properly explain the brand and actually attract the right people.
In addition to creating a splash with your marketing messaging and other assets, it’s also important to test things. Too many people give up before really giving a specific strategy the time and effort it deserves. Pinballing from one thing to the next is most definitely a recipe for failure.
A strong marketing strategist can help you with all these things!
You need a marketing strategist because… Every business needs a plan for growth
The hard truth is that a large majority of entrepreneurs and small business owners are hiring contractors to run marketing initiatives for their business without any real idea WHY. Ultimately, they see these these initiatives working for others, but don’t set up a plan for how these things will lead to increased revenues in their own business.
This is essential, because there just isn’t a one-size-fits-all solution when it comes to growing a business. So you need a marketing strategist to create the right plan for you.
Meet the Author: Shauna Armitage
Shauna is a Marketing Director or Fractional CMO helping early-stage startups scale with effective strategies, creative solutions, and unparalleled integrity by making the most of small budgets for maximum impact.
As a vocal advocate for women in business, Shauna is on a mission to redefine what it looks like to be a working woman and to support other women doing the same. She spends her free time traveling with her husband and four kids while drinking Coca-Colas. Connect with her on Instagram at @shauna.armitage.