There’s a lot of talk these days about functioning in a “new normal
economy.” That is, individuals and business owners have begun to bounce
back from the massive economic crisis we’ve faced over the last several
years, but they’ve also gotten used to doing more with less and finding
ways to improve and grow while keeping an eye on the bottom line. That
means, even as the economy inevitably bounces back, business owners will
likely retain those frugal methods going forward, now that they see how
some of the changes they’ve made were actually for the better.
One area small business owners almost universally cut back on during
the recession was marketing. Many US businesses found they could no
longer afford to have a full-time, fully staffed, in-house marketing
department, and as a result, many, including a large number throughout
Boston and Massachusetts, turned to outsourced marketing departments and
advertising agencies. Boston isn’t unique in this, of course, and
neither is the marketing industry. That is,
Boston Search Engine Optimization
companies and Boston web design providers aren’t the only businesses
that are seeing their industries impacted by the new normal economy, nor
is this phenomenon specific to the northeast. Everywhere in America
today, small business owners are rethinking their old ways and learning
how to do business better, even on a budget.
Now What?
In today’s economy, having an in-house marketing department is simply
an outdated mode of thinking for small businesses. Why absorb the
expense of hiring, consistently training, and managing a marketing
department when you can access a wider, more experienced pool of talent
by outsourcing? What that means for business owners here in Boston is
that, if you haven’t already, it’s time to look at advertising agencies.
Boston, like most cities, has more than its fair share of providers,
and online searches for things like
Boston Web Design
and Boston Search Engine Optimization will yield huge results lists. So
while online research is important, start looking for a marketing
company by speaking to other business owners you know, particularly
those who
aren’t your competitors and who
are having great marketing success.
Once you find and research a few advertising agencies, keep the following in mind:
- With marketing, you truly do have to find a company that has project
managers and service providers with whom you really do “click.” You’ll
be collaborating with these people a lot. Ask yourself: Would I hire this team if they had to work in the office with me regularly?
- All reputable advertising agencies will provide free initial
consultations, and the better ad agencies in the area will always make
sure you walk away from those meetings with some solid, actionable items
you can pursue, whether you hire them or not.
- Make sure they come to you. If you’re in Massachusetts, and you’re
interviewing a marketing agency, they should come, meet you and your
staff, and get a feel for your business before making any
recommendations about your SEO, Internet marketing, traditional
advertising, or other marketing activities.