11 reasons to use a Virtual Marketing Director
If you are looking to improve your marketing performance, you have a number of options. One you may not have considered is a Virtual Marketing Director. Not an interim, who is with you for a few months before moving on again. Not a full-time marketing manager, who may be an expense that doesn’t make sense at this time. Here are 11 reasons to use a Virtual Marketing Director…
1. Only pay for what you need
You need to be marketing your business from Day 1 but that doesn’t mean you need a Marketing Manager from Day 1. Until your marketing is complex enough to need a full-time Marketing Manager, hiring a Virtual Marketing Director makes perfect sense. Why spend at least £40k a year on a full-time employee you don’t need?
A Virtual Marketing Director can be used from as little as one day a month, up to (realistically) 4-6 days per month. If you need much more than that, it is time to consider recruiting your own Marketing Manager.
2. Years of experience available for your business
A Virtual Marketing Director will come to you with many years’ experience, usually working within and for companies very similar to yours. They know their stuff.
That experience is always increasing. As you are only using them for part of the time, they are working with other companies. Marketing activities that are tried and tested within their other clients can then be brought into your marketing mix with great success. Of course, they will do the same in the other direction – it’s only fair!
3. Helps you focus on who you want to sell to
You cannot sell to everyone, so there’s is no point trying. By focusing on the people who are most likely to buy your product or services, your marketing budget will be used far more effectively.
4. Helps you develop the right marketing messages to attract prospects
Too many businesses think about their marketing from their side. Your Virtual Marketing Director will help you think about things from your client’s side.
It’s no longer the case that you can expect your target audience to work out how your products/services can help them. You have to help them understand. Show your target audience you understand them and you really can help them with their wants/needs/issues. When you do this, your target audience are far more likely to consider you are a new provider.
5. Works with you to develop your Marketing Strategy
The marketing you’ve been doing has been at least somewhat successful. It’s got to have been for you to grow your business to what it is now. To take your business forward, you need to review your marketing strategy to keep that growth happening. Your Virtual Marketing Director will help to identify the right marketing channels, the right providers and the right consistency to deliver on your business goals.
6. Has a network of specialists to provide marketing support for your business
You may know a number of marketing specialists and use a number of them. Where there are gaps, it’s virtually guaranteed that your Virtual Marketing Director will know people and companies to fill the gaps. They will have used them in the past, so know exactly what they can deliver for you.
It also saves you a lot of time sourcing new suppliers.
7. They know the language
Every industry has its own language; marketing is no different. If you don’t know the language, it is easy to get befuddled. Your Virtual Marketing Director knows the language and will help you keep suppliers on track and honest.
8. Keeps a consistent level of marketing happening because you don’t have time
Back in the early days of your business, you did your own marketing. You had the time back then. As your business grows, the amount of time you have available becomes less and less. However, your marketing needs more and more time. Your Virtual Marketing Director will ensure that your marketing campaigns go out on time. Without a consistent marketing flow, your target audience can quickly forget about you.
9. Will keep measuring performance so that you maximise the ROI from your marketing budget
You want to maximise the ROI from your marketing budget. Your Virtual Marketing Director will keep an eye on what is going on, reporting to you and the board regularly.
It is, after all, in their own interest. They want to prove that the marketing strategy they helped you develop is the right one. The numbers will show whether this is the case.
10. Will help you find junior marketing support at the right time
As your business grows, there will come a time when it makes sense to employ a junior marketing executive to “do the doing”. When there is sufficient need, perhaps to manage your social media, to produce and publish blogs or develop marketing collateral, it makes sense to employ someone rather than keep outsourcing.
Finding someone with the right skill set isn’t easy. In the same way your Virtual Marketing Director will help you manage suppliers, they will help you to find, and then manage, a junior marketing executive.
11. Will help you recruit a Marketing Manager when your marketing requirements need it
The ultimate job for your Virtual Marketing Director is to help you grow to the point where your marketing is sufficiently complex and of enough volume, that you need to employ a Marketing Manager. Whilst they may be sad that the relationship with your business is ending, they will be tremendously proud that they’ve helped you grow to the point where they need to move on.
An independent voice
One additional benefit of a using someone from outside of the business is their independence. They don’t have a vested interest in the business (except that they want to do a great job for you), so can speak their mind. Having that independent voice within the business can be refreshing and can provide you with someone to talk to who won’t be thinking “what do you want me to say?”.
For a small business that is committed to growing, making use of a Virtual Marketing Director is a no-brainer. You get the experience and support you want, but only in the quantities you need. Make use of them until you need a full-time Marketing Manager. If these reasons to use a Virtual Marketing Director get you thinking one could be useful, let’s have a chat.