Why be the
You know your product or service deserves more attention. Smart, strategic marketing outreach is how you get it. Work with Outreach Strategies to get in front of the right people, right now.
"best kept secret"?
Your business is at a turning point. It’s time to scale up and reach new customers, but you aren’t ready to hire a full-time marketing executive just yet. Consider bringing in an experienced business communicator temporarily to help take you to the next level.
You are swimming with the sharks. If you are pitching to investors and asking for funding, you have to be crystal clear on how you’ll spend it. A professional marketing plan, with a well-defined budget, is a crucial part of that.
Your product is, quite simply, the best there is. The competition can’t touch it. You know it, but the problem is that nobody else does. Let’s figure out who needs to hear your story, and then we’ll put together an outreach plan to inform and persuade them.
“Marketing is no longer about the stuff that you make, but about the stories you tell.”
What We Offer
Whether you are looking for a hand with a one-time project or you are ready for a long-term partner to develop your business communications strategy, we can help. Here are a few of the ways:
Fractional Marketing Executive
You know you need to be doing a better job marketing your business, but you just aren’t ready to hire a marketing professional full-time. Maybe your budget won’t allow it quite yet, or maybe you just aren’t ready to make that kind of a commitment because you aren’t sure what you are looking for. Either way, a fractional resource is a perfect solution.
The term “fractional” simply refers to the fact that you are hiring an executive for a portion (or “fraction”) of his or her time. You get someone who is a key part of your management team, responsible for both strategic planning and tactical execution of marketing initiatives. The exact scope and duties of the role will be customized to meet your needs, but, bottom line, you will have an experienced marketing executive as part of your leadership team without adding the expense of a full-time employee.
A Fractional Marketing Executive typically reports directly to the CEO or COO, and he or she provides an independent perspective on the business and its opportunities for growth and expansion. An FME can lead efforts in brand messaging, web content development, public relations, social media, and advertising, and most importantly, can evaluate all those options to determine the optimal channels for reaching the people most likely to buy your products. He or she is also responsible for tracking results by establishing and monitoring key performance indicators. If you are interested in hiring a marketing executive full-time, your FME can help guide you in making that selection, too.
A typical engagement involves about 20 hours per month of services. We recommend a six-month commitment with an option to extend, so we have time to track the metrics we put in place.
Growth-Stage Marketing Plans
Are you looking for funding to grow your business? You might be a startup, or maybe you’ve been around a while and you are ready to take it to the next level. Either way, you are looking for people to invest in your business, and you are busy doing some pitching.
One thing is certain: before those people give you any money, they are going to want to hear your plan. We’ve seen a lot of pitches and talked to a lot of investors, and unfortunately, it’s usually the marketing portion that is the downfall of most presentations. You can’t say you want $50,000 for “marketing” and then not be able to clearly and credibly explain what you’ll do with it.
Let us help. We know marketing, and we know investors. We’ll help you develop a viable marketing budget, and then we’ll put together a plan for that budget that’s specifically tailored to your product and your target market. We’ll arm you with the data you need to show potential investors that you know how to spend marketing dollars wisely.
Traditional Public Relations
Sure, the media landscape has undergone a massive transformation in the last few years. But, in the end, stories are still being told. What’s going on at your business that other people need to know about? Let us help you tell that story.
Good public relations serves journalists, too—and that’s how we approach it. If our client has developed a product that solves a problem or helps humanity in some way, journalists want to know about that because their audiences want to know about that. Are you an expert in a field that’s in the news right now? A journalist is probably working his or her contacts trying to find you. We make those connections happen.
Business-to-business PR is a focus for us. You’d be surprised at the number of niche publications and websites that are laser-focused on certain businesses, or even certain aspects of businesses. Talk about a target audience! It’s our job to know what they are, what they are looking for, and whom to contact. From press releases to targeted media pitches, we can manage your public relations needs for both business publications and general interest media.
Cheryl Rice, President & CEO
Cheryl is a communication strategist, media executive, policy advocate, project manager, and entrepreneur with decades of experience expanding brands, creating alliances, and leading projects and teams to success. She started out in the broadcasting industry, where she learned the power of telling a good story–and that remains her passion.
Cheryl has spent most of her career in communications consulting since leaving television, but she did work for several years in marketing in the private sector with big companies like Kaman and Loctite/Henkel. She knows media, she knows technology, and she knows B2B from both sides. She’ll help you tell your story to the people who need to hear it.
Frequently Asked Questions
I’ve never worked with a marketing consultant before. How does it work?
Consultants, marketing firms, and ad agencies can all use slightly different approaches—so taking the first step can be a little confusing, or maybe even intimidating. Outreach Strategies offers a flexible range of services that we can tailor to meet your specific needs. If you are interested in bringing on a Fractional Marketing Executive, that would most likely involve a six-month agreement with an option to renew. That’s when we’d work most closely with you. You can also retain us to cover all your public relations needs for a flat monthly fee. Or we’re happy to work on a per-project basis with you to develop a marketing plan, do some copywriting, or maybe help you create some collateral for your next trade show. We want to make it easy for you, so we’ll come up with a plan together to best meet your needs.
Can you help us place an advertising buy?
Absolutely! We know our way around both B2B and B2C print, broadcast, and web advertising. We can handle the creative execution and place the ads for you, no problem. BUT it’s important for all marketing tactics, particularly paid advertising, to be a part of a broader strategy. We don’t recommend ad hoc or one-and-done ad buys. Let us help you create a strategic plan for your ad budget to maximize your chances for success.
Wait. What do B2B and B2C mean?
That’s shorthand for business-to-business (B2B) and business-to-consumer (B2C). Business-to-business marketing involves companies who primarily want to sell to other companies, while business-to-consumer marketing is directed at the general buying public (or some segment of that public). Like Macy’s or Verizon or Burger King. We can do both, but we primarily focus on business-to-business clients. We’re great at researching specific niches to find the ideal target business audience.
How do I measure the effectiveness of my marketing spending?
The answer to that question can be both incredibly complicated and really simple. The simple answer: sales growth. Marketing is a marathon, not a sprint. It takes time to see results, and over time, that’s really the only metric that counts. If your sales are going up, we’re doing it right. And if they aren’t, we need to figure out why.
But there are certainly other metrics we can track along the way to make sure we are heading in the right direction. Are visits to your website increasing? Are you getting more calls or email inquiries? If you do email marketing, how are your open rates? Is your organic placement on Google improving?
When we start working together, we’ll help you determine specific goals and benchmarks that we can measure against. Understanding your return on investment starts with having the metrics for where you are now and where you want to go.
Where are you located?
Outreach Strategies in based in beautiful central Connecticut, in the greater Hartford area. We can work with clients anywhere, depending on what you need from us. For Fractional Marketing Executive services, we like to be on-site with you several times per month, so that works best for companies that are within about 100 miles of us. Basically, anywhere from Boston to New York and most of Rhode Island. If you are farther away, we can probably work something out—we just might incur some travel expenses. Shoot us a note and let us know what you need!
We can do just about all other work remotely, with a few phone calls and/or videoconferences. Copywriting, public relations, marketing planning—we can handle that for you no matter where you are.
How can we help you?
Curious about what Outreach Strategies can do for you? Give us a shout!
We’ll be happy to set up a free, no-obligation call or videoconference to learn more about your unique needs and how we could be of service.