There are marketing firms that do it all—from event marketing to search engine marketing. Chances are once you’ve found your niche, you will gain loyal customers who want more marketing services than your niche requires. They key is to create your niche first and then broaden your approach to serve existing clients. Otherwise as a startup company that offers a huge menu of services, it may be hard to sell yourself as an expert in any of them. The other side of the coin however, is if you are starting your company as an outsourced marketing department for a small to medium-sized client who needs a whole suite of marketing services. It all depends on your target market. The primary steps to starting your marketing services company include:
1. Marketing your company effectively, by starting with top-notch marketing materials that show your expertise in marketing to businesses.
2. Scouting the marketplace to see what services are lacking or in-great demand in your area, (geographically or in your specialty).
3. Setting up business relationships with good printers, list brokers, graphic designers, video production companies and event planners.
Action Steps
The best contacts and resources to help you get it done
Find a niche for your marketing business
Focus on one primary marketing skill and offer other services as add-on benefits.
I recommend: Research the pros and cons of creating a niche versus full-suite marketing at
MarketingProfs.com. Study the different niches of the marketing world at
MarketingPower.
Study the habits of other marketing businesses
By joining industry associations, you can keep up-to-date with the latest marketing trends and events.
I recommend: The
American Marketing Association provides information, products and services to help marketing professionals in their field. The
Business Marketing Association, the
Direct Marketing Association and the
Promotion Marketing Association provide customized support, news and suppliers in each of their specialized fields.
Subscribe to trade journals
Trade magazines provide information on suppliers for specific marketing niches and news for the industry.
I recommend: Target Marketing Magazine provides insight on subjects such as list-buying, branding and print buying. The publications of the
American Marketing Association encompass Marketing News, Marketing Research, Journal of Marketing and Marketing Management.
Creative, The Magazine of Promotion and Marketing provides information on Point-of-Purchase Display, Trade Show Exhibit and Sales Promotion Programs.
Hang a shingle
If you don’t have a big client to start up with, bid on small marketing projects through listing services.
I recommend: Elance.com and
Guru.com post listings on marketing projects that are out for bids.
Write a business plan for your marketing business
Your roadmap to success should include a great business plan, clear and concise objectives and goals and possible obstacles that you might find along the way.
I recommend: Check out the marketing pricing calculators, case studies and get a free marketing idea kit at
GiveToGetMarketing.com. Check out a list of business plan software at
Business.com.
Tips & Tactics
Helpful advice for making the most of this Guide
- When starting a new business, there is always a juggling act of time spent on existing customers’ accounts and time spent acquiring new accounts. Plan how you will balance the two, before you hand out your first business card.
- Always ask clients for referrals to other clients. Their suppliers, business relationships and clients are the best word-of-mouth clients you can find, if your client can give a great referral.
- Don’t give ideas away for free. Many times a company will request a full-fledged RFP so that you show your hand before they’ve chosen the company. Make sure you include past results in your proposal and past case studies, but only include the goals and objectives and general information of how you will accomplish it. This way you ensure your time spent on the proposal doesn’t go to the person who bid the lowest on the project without your work receiving a cent.
The official source of Starting a Marketing Business is
the Starting a Marketing Business page at Business.com
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