Dating for Businesses

We often write about websites. That’s because designing, developing, and hosting websites are the primary services we offer. And we often blog about branding because designing company logos and corporate identities are graphical projects that produce visual results that are easy to share.

We also provide strategic marketing planning, essentially a consulting service, that is less tangible. It can produce a physical document – in the form of an annual marketing plan – but it’s really about building relationships. Which is the essential ingredient in everything we do.

Since the beginning of the year we have worked with several clients providing strategic marketing planning services. The purpose of these engagements is to walk the business owner through the process of preparing an annual marketing budget and plan.

It’s like dating for businesses. Over the course of three two-hour sessions we dig into each other’s past and share how we ended up where we are. We spend most of our time talking about goals so we can connect the dots between marketing and sales.

We spend a significant portion of the time talking about the market. Most businesses struggle with a lack of focus trying to be too many things to too many people. Narrowing the focus of the business is usually the most valuable part of strategic marketing planning.

We also spend time evaluating the business by doing a traditional SWOT analysis and looking at the competition. Then we examine the marketing tactics that have worked in the past, and we discuss what is possible in the future. Next we make the case for an annual marketing budget, and last we discuss the elements of an annual marketing plan.

Strategic marketing planning is the precursor to forming a long-term relationship. If we determine a significant shift in focus is needed, then our next steps involve a series of project work, or what we refer to as rebuilding the company’s marketing foundation. This typically includes rebranding the business, writing and designing collateral materials, and building a company website.

If strategic marketing planning is like dating, then rebuilding a client’s marketing foundation is like going steady. This series of projects takes a significant investment of time – three months at a minimum, and it can easily go on for six months or more. The length of time depends on a variety of factors including the budget, scope of work, resources needed, and our client’s ability to prioritize the work.

Once we finish building the foundation, the next step is promoting the businesses. Now we’re talking about a long-term commitment, and like a marriage it involves a contract. If we choose to engage at this level, we require an annual retainer with a minimum number of hours each month.

Whether the annual marketing plan calls for – and the budget allows for – traditional services like advertising and public relations or digital services like content marketing and social media, the relationship evolves into a true marketing partnership. At that point Milestone is no longer a vendor called upon to fix a problem. We become a trusted advisor, a member of the team, committed to our mutual success.

Until next week,

Matthew Anderson, President
Milestone Marketing Associates, Inc.