“Approximately $50 billion of digital marketing and trade spend globally is wasted. Digital transformation must be targeted, measured, and tailored to be profitable.”
- AlixPartners, LLP
Is your marketing correctly targeted? It’s the age-old question: “How do I know if my marketing is working?” If you are asking that, there’s a good chance you already know the answer: "Probably not as much as it could be.” Maybe your branding is misaligned. Maybe your audience has changed. Maybe you’ve been introducing new digital tactics with the wrong targeting. Whatever the case, a company’s marketing is key to success, and should always be reviewed to make sure the message is on point. Whether you have an internal marketing department or not, the answer to getting things back on track is a Fractional CMO.
What Is A Fractional CMO?
A Fractional CMO is a marketing professional brought in to help a company revitalize and realign their marketing strategy without the full-time cost. Fractional CMOs help with branding, audience identification, customer acquisition, sales strategy and more.
Hiring a full-time CMO is not always an option. It’s a risk. The new CMO may not end up fitting within your company’s culture, and, as INC. Magazine states, “The amount of money and time it takes to hire a c-suite marketing executive at this level may not be equal to the amount of marketing and branding work that needs to be done.”
A Fractional CMO is part of your marketing team, but is not an employee. They have specific goals set forth that need to be completed in a set amount of time.
How do you know if a CMO is right for your organization?
Do you feel comfortable with your current marketing?
Is your internal marketing department meeting their goals?
Do you have a large amount of new marketing initiatives that have yet to be started?
Does your internal marketing department have the skills and expertise to tackle all of your projects?
Do you need someone to temporarily lead the marketing department to get everyone on the same page?
That’s where Griffin & Co. comes in. We seamlessly integrate with your company to understand all aspects of your brand, how to best represent you and how to get your message to the right people.
What can you expect?
Griffin & Co. Marketing brings years of experience and expertise to the table. A Fractional CMO does not need to be micromanaged. We get to know your team, the obstacles you are facing, where your current marketing stands, what you have already done, who you consider your target market to be and more.
Determine The Right Course Of Action: Only after evaluating and understanding your business would we create a plan to achieve your goals.
Ready to get started? Please contact us through the form below or by calling 703-822-7854.
Essential Components To Creating A Marketing Plan:
Audience Identification and Analysis
AUDIENCE IDENTIFICATION & ANALYSIS
Audience identification and analysis is a starting point when developing a marketing strategy. A business cannot market to a company without knowing who that company is and where to reach them. Questions we seek to answer include:
Who is your audience
Demographics
Psychographics
What information are they looking for?
What solution are they searching for?
What problem do they have?
Where would they look to find this information?
Close friends and family members?
Online reviews?
Social Media?
How often are they looking?
What factors influence their decision (psychographics)
Competitor Analysis
Competitor Analysis
Just as with knowing your audience, knowing your competition is key when building your plan. You should know what your competition is offering and how it differs from you. Questions to answer include:
Are there any variations in your competition’s target market vs your own?
Where are your competitors spending their marketing dollars?
How much of their market share are you looking to take?
What do they offer that you do not?
S.W.O.T. Analysis
S.W.O.T. Analysis
With any strategic marketing plan, a SWOT analysis should be conducted. Opportunities and threats can present themselves clearer when time is taken to look at each one. A SWOT analysis helps answer such questions as:
Where are there profit opportunities?
What can your improve upon?
What resources do other businesses have that you may not?
Have there been any market developments?
Has there been any change in market demand for your products or services?
Marketing Message Analysis
Marketing Message Analysis
What are you currently communicating about your products, services and perhaps most importantly, your overall brand? Your company may have the perfect solution to your market’s problem, but are you communicating that correctly and effectively? Sometimes, we need to reevaluate the message we are sending. When reviewing or creating the marketing message, here are some questions we look to answer:
What are all of the current messages you offer?
What is your 15-30 second elevator pitch?
What unique message resulted in a new customer for your vs your competition?
What are four items you would like to convey to customers?
Marketing Implemenation
Marketing Implementation
Analyzing your audience, competitors, message and opportunities are all essential when building your marketing strategy, but without the right implementation, they mean nothing. Questions we ask include:
How can we best use your marketing budget?
What is your monthly strategic plan (over 12 months)?
For new clients
For retaining current clients
Can new clients come from existing clients?
What mediums will be the most effective for your strategy?
Search Engine Marketing (SEM: Google ads, etc.)
Social Media (organic and paid)
Blogging and content creation (including SEO)
Email marketing
Mobile apps
Print (Newspapers, magazines, direct mailers)
website, print materials, branding materials, mobile applications, social media, etc
When done correctly, the right mediums can bring a large ROI.