Editor’s Note: Marcus Lansky is a contributing author on the Plannedscape blog. You can read more from him in his recent book Be Your Own Boss (The Ultimate Business Ownership Guide for People with Disabilities).

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Your sales and marketing strategy is crucial to the success of your business. Your efforts in this area can make or break your company’s growth. Attracting new interest in your products or services ensures a healthy bottom line, but what is the best way to achieve effective advertising?


Time Management

As a business owner, you have numerous responsibilities that require your time and energy. If you spend significant time working on marketing, you devote less time to other essential tasks. Hiring outside professionals to do your advertising allows you to manage your business.


Freelance or Full-Time Staff

You must consider many factors when choosing freelance marketers or full-time marketing staff. If you are starting a new business or have specialized tasks to complete, freelance workers can provide vital temporary services. These professionals can address urgent tasks and work on short-term or long-term projects. They are also typically more affordable than full-time employees. On the flip side, they may quit suddenly, fail to meet deadlines, or present challenges working cohesively with your staff and systems.

Hiring a full-time marketing team gives you the benefit of having committed employees on site. They can tackle big projects or small tasks as needed, easily accommodate changes and have a more in-depth understanding of your company. However, this option means you have a fixed expense, which may not be affordable.

No matter whether you hire freelancers or full-time employees, communication is key when you're collaborating on projects with team members. Consider using a process map template to define your objectives, brainstorm ideas, and determine the steps you'll need to take to achieve your project goals.


Essential Sales and Marketing Skills

Whether you choose to hire an in-house marketing staff or pay outside freelancers, you should look for marketers with specific qualities:

• Adaptability


• Problem-solving skills


• Excellent communication


• Innovation


• Ability to keep up-to-date with technology


• Analytical experience

Marketing Professionals

Marketing experts can promote your business. You can locate all kinds of marketing professionals through online job platforms. Read each candidate’s reviews, compare rates and ask about typical turnaround times to find the candidate who fits your needs.

Direct marketing is a professional service to consider. When you hire people with experience, you gain many benefits from their knowledge. Direct marketers target your ideal customers, increase brand awareness and improve your conversion rate. Direct advertising may include email, phone calls, flyers, mail, texts, or online ads. Before hiring someone, you should check out examples of their work and case studies.


Blog and Website

Blogs are also an excellent way to attract new clients. Studies show that most consumers prefer to learn about a business through content or articles. Hiring a content writer can help you maintain a consistent copy on your site. These marketers know how to optimize articles for online searches to reach your target audience. Many job websites have freelance writers who can help with your content marketing needs. When hiring, you should consider the type of content you need, the skill level of potential candidates, their rates, and their knowledge.

Along with effective marketing and branding, you need a dynamic and functional website that appeals to your customers and clients. Trust the team at Plannedscape to create a cutting-edge website for your business that boosts your bottom line.


Business Benefits

You may think it will save you money to market your company yourself. However, today’s marketing techniques are complex and involve many technological and analytical components. Marketers can raise your brand awareness, reach interested customers, analyze your results and stay abreast of continually changing methods. Investing in marketing professionals saves you money over time, as they have the knowledge and skillset to get results that increase your revenue.

Marketing your business today involves various platforms, methods, and techniques that require experience and in-depth understanding to create effective campaigns. Outside workers can help you achieve your operation’s goals.