Strategic Marketing Communications For Small Business

In our digital economy, solid marketing communications can be the most powerful competitive weapon a company can wield, especially for small companies. But creating effective marketing programs depends on more than just having something to say - it depends on strategy.

When building a strategic marketing communications plan, there are several essential elements that must be considered:

• POSITIONING & BRANDING. This is how you define your company, products and services, as well as how you differentiate your company from the competition.
  
   
• MARKETING RESEARCH. This deals with gathering information to better understand your customers, your competitors, and the public.
  
   
• PUBLIC RELATIONS (or relationship marketing). This deals with how your company relates to its various audiences such as customers, the media, industry and trade associations, and the public, and leveraging those relationships to promote your business.
  
   
• ADVERTISING. This deals with using paid media exposure to promote your company, product or service.

With all this to consider, it's difficult to know what strategies to follow or what communications tactics will be the most likely to succeed. How should your company be branded and positioned? What should your key messages be? How can you reach your target audience most effectively?

For many companies, a marketing communications professional can help in finding the answers. The benefit of partnering with outside experts is that their experience, perspective and creative mindset can lead to breakthrough solutions that can achieve significant results.

The key is to find the person or agency best aligned with your strategic goals. In the end, successful working relationships result in the most successful marketing communications programs.

If you're looking for a marketing communications partner, here are some criteria to help you find one best suited to meet your needs.

• Identify your marketing needs. Before you begin your search, clarify your marketing needs and use this as a guide in evaluating individuals and/or firms to ensure the best match.
  
   
• Think of the person or agency as a partner, not a vendor. It's important to think of the person you choose as a partner in your business success, not simply a vendor. A successful marriage between your company and the person or agency will require close communication for several months or longer. Be sure that the their style and experience is consistent with your company's values and goals.
  
   
• Check the quality of their work, skills and references. Ask about their expertise in your business area, and any potential conflicts of interest with other clients. Also, inquire about any professional accreditation or qualifications of the firm's principals and staff.
  
   
• Get specifics on payment. Be sure to clarify the terms of the agreement up front. There are many different payment methods when working with marketing professionals and/or agencies, such as hourly rates, flat fees, and retainers. Ask questions and be clear about your expectations.