Content Marketing ROI: Are You Missing Out on Low-Cost Leads?

Content Marketing ROI: Are You Missing Out on Low-Cost Leads?

by | Jun 26, 2020 | Business Intelligence & Analytics, Insights

Content Marketing ROI: Are You Missing Out on Low-Cost Leads?

Written By Paul Ferguson

On

Have you or your colleagues ever doubted content marketing and its ability to yield ROI through strategic search engine optimization (SEO)?

Or, perhaps you’re already a believer, as you’ve seen the data showing that SEO leads are 8.5 times as likely to convert than outbound advertising leads. However, you’re unsure which keywords will drive these results.

In either case, we have a solution: &Marketing’s Content Marketing ROI Calculator. With this tool, you can:

  • Predict the organic website traffic and conversions that your targeted keywords could generate in a content piece (based on the ranking you are aiming for)

  • Determine how much it would cost to achieve those same results via paid advertising 

Ultimately, this calculator will help you quantify the potential impact of your content, determine the keywords that will give you the most bang for your buck, as well as decide whether it would be more or less cost-effective to target those keywords via digital advertising instead. By marrying this data up with strong writing and a data-backed content promotion strategy, you’ll be well on your way to creating content that converts!

Try Our Free ROI Calculator
About the Authors

As a Marketing Director at &Marketing, Paul Ferguson uses his 16 years of B2B marketing experience to help clients develop fully integrated marketing solutions that make impressions and drive results. Whether it be design-oriented campaigns or digital market execution, Paul skillfully creates strategies backed by data, to effectively reach client’s desired audiences. Paul graduated from La Salle University with a Bachelor of Arts in Communication and a double minor in Marketing and Business Administration. Visit Paul’s LinkedIn.

About &Marketing

&Marketing provides the robust outsourced marketing department growing companies need without the high overhead costs of big agencies or full-time employees. Our variable model empowers businesses to reach their growth goals through access to the guidance and expertise of senior level strategists and a flexible execution team.

Three Ways to Monitor & Maintain Your Paid Search Account for Maximum Results

Three Ways to Monitor & Maintain Your Paid Search Account for Maximum Results

by | May 14, 2020 | Business Intelligence & Analytics, Insights

Three Ways to Monitor & Maintain Your Paid Search Account for Maximum Results

Written By Paul Ferguson

On

These days, all the kids are using Paid Search, especially when you consider that businesses make an average of $2 in revenue for every $1 they spend on Google Ads. It still doesn’t touch email marketing’s ROI though, that’s a topic for another day!

Yet even though Google (and I guess Bing) make it easy to setup and run paid search campaigns, often times people think if you build your paid search account and campaigns, the money will come…without maintaining and monitoring the field. Unfortunately, that’s just not the way the world works.

Lucky for you, &Marketing has put together 3 easy tips for how you can easily manage and maintain your paid search account so that it’s always firing on all cylinders.

1. Review Your Keywords and Search Terms for Each Campaign… Make It a Routine

Take a look at all the keywords you’ve selected for your campaigns. Which ones are performing well, which ones are costing you money? Are any not showing your ads because of poor quality score? Perhaps you need to update your bids to have certain keywords show up on the first page or maybe you need to change your keywords match type from “Broad” to “Phrase” or “Exact.”

For more information on keyword match types, check out this handy article.

Regardless of what the data says, it’s important to regularly review the performance of your keywords as they will most greatly impact your campaigns.

Another option for keyword maintenance is to review the search terms for which your ads have shown up. Unless you’ve listed your keywords as “exact” match, chances are your ads have shown for search terms that aren’t currently listed as keywords in your campaign. This can be a good thing, as you may find search terms that are closely related to your campaign and ads. Also, you may find terms that are converting that you can not only add into your campaigns, but can also add to your ad and landing page copy.

However, this can also be a bad thing if your ads are showing up for a term that isn’t related to your business. For example, in a past life I was running ads for a company that created antennas for LTE and sub-GHz applications. We tried phrase matching with a modifier on the term antennas but still saw search terms for HD TV antennas, something we didn’t sell. It’s important to regularly review your search terms and mark any keywords that don’t apply, as negative keywords. Meaning your ads will never show for those terms.

2. Create new ads

 

Look at the ads that are converting and the ones that are not and create variants in new formats. Perhaps some ads need to be paused so your more successful ads are shown more. Be sure to try display and responsive search ads. Some people argue that display ads aren’t effective, but perhaps your product or service is better explained through visual means. Also, look at click through rates. Are any of your ads achieving high CTR’s, but aren’t converting? Why is there a disconnect? Does the ad not match the landing page? Try new headers and callouts, test them against high converting options and see if there is a difference in performance.

Another aspect to review is the tone of the ad. Does it match with what your audience is expecting? Some our clients use more informal, exciting messaging through their ads because their brand, their offerings, and their audience expect that. Others are more formal and proper, because that’s what their brand reflects.

3. Update your Account Structure

 

Can your keywords be grouped together into new ad groups to create more relevant ads or landing pages? Or is one ad group eating most of your campaign budget, therefore it could be given its own campaign? Maybe one campaign is doing very well in the United States, but not well internationally and you can split the two up.

Having an organized account structure will not only help with your quality score, but will ensure that your ads are shown to the right people at the right time. This article from Wordstream does a great job of breaking down the importance and basics of making sure your account structure is sound.

Google Ads is an incredibly powerful marketing tactic that should be in every Marketers toolkit, but it needs to be maintained and monitored. Follow these three simple steps regularly and you’ll have your campaigns consistently optimized for better results.

Have questions about Paid Search or your Google Ads campaigns? We’d love to help! Contact us today for a FREE review of your Google Ads account.

Contact &
About &Marketing

In today’s fast paced world, many growing businesses are struggling to modernize their marketing approaches because either they don’t have the expertise or the bandwidth to do it themselves.

&Marketing provides seasoned marketing strategy professionals and a nimble execution team to help our clients achieve their goals. Our unique partnership model allows us to augment our client’s existing teams or outsource the entire marketing function in an affordable, flexible, and transparent way.

How We Used Business Intelligence to Save up to 33% on A Google Ads Budget for One of Our Clients in 30 Minutes

How We Used Business Intelligence to Save up to 33% on A Google Ads Budget for One of Our Clients in 30 Minutes

by | May 5, 2020 | Business Intelligence & Analytics, Insights

How We Used Business Intelligence to Save up to 33% on A Google Ads Budget for One of Our Clients in 30 Minutes

Written By Paul Ferguson

On

You may have heard the buzz words, read the blogs, or even watched a few videos, but it’s time to make it official. Data strategy is one of the hottest trends within the digital marketing world. In fact, companies that drive their marketing efforts using data as the roadmap are six times more likely to be profitable year over year. At &Marketing, we call this process Business Intelligence & Analytics, and we can use it not only to sharpen your marketing efforts, but also to save money and time as you grow your business. 

The digital age has brought with it a wealth of data that equips us to make better and smarter marketing decisions and optimize our strategies, but that is only step one. Step two is learning how to collect and align all of that data to uncover scalable insights that apply to overall business goals faster and more easily. The ability to take hundreds of thousands of data points and analyze them in understandable, meaningful ways in minutes without using tedious Excel spreadsheets, codes, and VLOOKUPS is the future or marketing and business growth trajectory. 

One of these ways includes leveraging data in order to find wasteful spending within paid search campaigns. Even if you have limited data points to draw from, you can still uncover valuable marketing and business insights. Small data can speak just as loudly as big data does, if you only know how to listen. Sound too good to be true? Find out below how we uncovered 33% of wasted spend within a real Google Ads paid search campaign in just thirty minutes. 

Aggregate and Align: Two Approaches

We uncovered a third of wasted paid search spend by collecting and organizing Google Ads and organic data together to determine where our client was spending unnecessary dollars on ineffective keywords. This is a process that can and should be performed regularly, but the traditional method is manual, tedious, and time-consuming. 

With the old way, you would start by looking at PPC (pay per click) search terms one by one and determining impact and relevance. Next, you would need to export those out into a spreadsheet and combine that with your organic data in a separate sheet and make sure all columns are aligned (and now I am yawning because I’m exhausted just thinking about it!). There is a better and more effective way.  

But first, a small disclaimer.

We found significant inefficiencies within this Google Ads  account. Unless an account uses all exact match types for keywords (which is rare), there will always be some inefficiencies within a PPC account. The idea is to minimize this as much as possible and determine what percentage of wasted dollars you are comfortable with spending month over month. 

So How Can You Uncover Such Discrepancies in Only 30 Minutes?

Here’s a step by step approach for mirroring the method we used for slashing overspend on Google Ads in just 30 minutes and three steps.

Step 1

Export all PPC keywords and search terms. You will need the term, impressions, clicks, conversions, and cost from paid search, along with your exported organic data from Google Search Console. For this step, you only need the keywords, impressions, clicks, and average position. 

(Pro tip: you can also export that data from a tool like SEMRush and use that in addition to or in replacement of Google Search Console). 

Step 2

Now, instead of merging two spreadsheets together and trying to align them, turn to a different tool: Power BI. With Power BI, you can easily upload your exports and create relationships between common columns. In this case, the specific column is your keyword. 

(Pro tip: When importing your PPC data, you can edit your spreadsheet within Power BI to remove characters like “ “ or + that are commonly used for phrase match and qualifiers within paid search) 

Example of Bad Communication

Once you have your spreadsheets uploaded and relationships created, you can then build out a responsive dashboard like the one below. Here we added filters to show only the keywords that have anywhere between 1-3 clicks, as most irrelevant search terms are only clicked once. You may be thinking that one click here at $1.83 and another click there at $2.47, aren’t much. But we also created scorecards to show us the number of keywords and the overall cost that all of those add up to. For example, for this client it was 235 terms with 0 conversions and a cost of $2,659.29. Yes, some of those terms are relevant and we’ll add them to our keywords. But how many aren’t? Additionally, it’s much easier to sort through 235 terms, rather than thousands.

Unfortunately, we can’t show you the actual keywords we found that were relevant or irrelevant in this specific example, because it’s our clients’ data. But we can reveal that we were able to identify irrelevant search terms that were tied to:

  • Other companies

  • Question phrases (ex: “what are” or “what does”) 

  • Website searches

Step 3

From here you can export the table with these irrelevant search terms as a spreadsheet and easily import them into Google Ads as negative keywords. With this information, you can now identify the common themes among your negative terms. 

For example, a client of ours had irrelevant searches for “livestock.” Not only did we negate those search phrases, but we also negated  the term “livestock,” ensuring our ads never show again for farm animals. You can also create a monthly calculator to measure what percentage of your Google Ads budget is wasted spend. Again, there is no universal benchmark for this percentage, but I think we can all agree that 33% is way too much.

Not only will this exercise allow you to easily identify irrelevant keywords, but you can also use it to find new keywords that are converting but not in your account. Once you align your organic and PPC data, you can see where (or if) you rank on Google for any of the keywords you are paying for. If you notice you are getting lots of conversions for a paid keyword that is eating up your budget, you should consider a content and organic strategy to improve your organic ranking for that keyword. 

So in just thirty minutes, one exercise can give you multiple ways to optimize your paid search account and enhance your organic and content strategy. 

This particular example is focused on optimizing existing marketing efforts and strategies. But Business Intelligence can also give marketing departments the information to guide companies to answer quintessential business questions, such as: 

  • Which state should I expand to next? 

  • Where should we increase product distribution? 

  • Who are our REAL online competitors? 

  • What is our customer’s digital journey?

  • And more…

Learn more about BI by watching this video from our friends at Seer Interactive.

Wondering if you are wasting money on the wrong keywords in your Google Ads account?

Visit our PPC Inefficiencies Calculator, fill out the form, and we’ll perform a FREE audit to show you how much money you could save. 

Get My Free Paid Search Inefficiencies Audit
About the Author

As a Marketing Director at &Marketing, Paul Ferguson uses his 16 years of B2B marketing experience to help clients develop fully integrated marketing solutions that make impressions and drive results. Whether it be design-oriented campaigns or digital market execution, Paul skillfully creates strategies backed by data, to effectively reach client’s desired audiences. Paul graduated from La Salle University with a Bachelor of Arts in Communication and a double minor in Marketing and Business Administration. Visit Paul’s LinkedIn.

About &Marketing

In today’s fast paced world, many growing businesses are struggling to modernize their marketing approaches because either they don’t have the expertise or the bandwidth to do it themselves.

&Marketing provides seasoned marketing strategy professionals and a nimble execution team to help our clients achieve their goals. Our unique partnership model allows us to augment our client’s existing teams or outsource the entire marketing function in an affordable, flexible, and transparent way.

Keep Calm And Market On: 3 Marketing Tactics To Do During A Crisis

Keep Calm And Market On: 3 Marketing Tactics To Do During A Crisis

by | Mar 20, 2020 | Business Intelligence & Analytics, COVID Marketing, Insights

Keep Calm And Market On: 3 Marketing Tactics To Do During A Crisis

Written By Paul Ferguson

On

In the midst of the corona-virus pandemic, companies— as they should be— are focused on taking care of their most important audiences: their employees and existing customers. Lead generation has taken a backseat, as leaders look to either preserve this budget for when things settle, or reallocate it to more pressing areas. This is the right move, as most lead gen communications would be neither socially nor financially responsible at the current moment, unless your product or service is a critical necessity during this crisis. Anything else may feel exploitative, and right now we only need empathy.

Despite this, we don’t recommend that growing businesses pause all marketing activity. Why? Because although human health is of utmost priority right now, we recognize that for many of you, the health of your business is also at stake. When this terrible turn of events does begin to turn around, you may feel as though you’re starting at square one, scrambling to make up ground as quickly as possible. You’ll likely increase your spend on lead generation, but you’ll be pitted against a more competitive landscape than usual, as many others will have the same idea. By keeping some marketing activities turned on, you will lessen this effect.

So, which marketing activities do you focus on right now? In this post, we’ve outlined three foundational marketing tactics to execute or maintain during a crisis. When you do reactivate your lead gen and the world rights itself, your business will be in a better position for success.

1. Take a look under the hood…of your website and complete an SEO audit

Conducting a semi-regular SEO audit of your website is a marketing best practice, but it often falls through the cracks. The real world gets in the way, and marketers are pulled in a variety of different directions. We also often face clients or organizational higher-ups who find it difficult to understand the value of SEO, since results aren’t immediate. Prioritizing SEO is important, though, because it enables your website to rank for certain keywords related to your offering. In other words, when a prospective customer types a related keyword or phrase into Google, your website will appear within the first few pages of results. SEO ensures your target audience is always able to find you through an organic search, using your most relevant keywords.

Before running the audit, you should first check out your SEO Score, which you can do for free. This will give you the opportunity to understand just how much work you have to do. It also allows you to compare yourself against competitors and set realistic expectations for what you can achieve going forward with your site. 

After you’ve obtained your SEO score, it’s time for the audit. The good news is that there are plenty of great tools online to help you do it, including, but not limited to:

Once you’ve used one of these tools to complete your SEO audit, you should receive an output document that provides areas for improvement. The below screenshot is a sample audit for &Marketing, using SEMRush.

 As you can see, this sample company has a little bit of work to do. From this page, we can identify the most pressing issues and develop a strategy to make improvements. Obviously, there are a few technical aspects to solve for, such as site speed, but there are things that are easy to do that don’t involve back-end manipulation.

Update Keyword Research

First, do keyword research to determine the gaps within organic rankings and where competitors are outranking you for high value terms. If you find you’re not ranking for certain keywords but should be, tweak your website copy to ensure it includes those words or phrases (but avoid keyword stuffing!). 

Install an SEO Plug-in

Second, implement an SEO plug-in. If you’re on WordPress, we recommend Yoast SEO, as it shows us if your pages are green (SEO is great!), yellow (opportunity to optimize SEO) or red (SEO needs some work!). This helps optimize each page of your site.

Enhance Your Site’s Security

Finally, as we look to the future, there are changes on the horizon. Privacy and accessibility issues are poised to become more prominent and have the potential for legal action. Check your state and federal guidelines – including those of your main audiences (hello GDPR!) – to see what you might need to add or amend. We recommend the WAVE web accessibility evaluation tool to ensure all of your forms are secure and that they have cookie policies and bars installed. You can even add a browser extension, which provides you an overview of issues, so you can nip them in the bud before they become a legal issue. 

Once you’ve optimized your site, it takes a good three to six months to see major changes organically. Since your lead generation is on the back-burner right now, you can use this time to get your SEO and website up to speed (pun intended).

For further information about SEO audits, aHREFs wrote this great piece!

2. Generate Content 

As you optimize your site for SEO, the updated keyword research will show you which keywords or phrases your audience has searched for when they’ve found your website, as well as any other keywords that are relevant to your industry or used by competitors. These keywords provide inspiration for creating content that will both resonate with your audience and begin to climb its way up Google organically. Content will also fuel your lead gen efforts later on, so it’s good to get prepared now if you have the time.

Given that many businesses are slowing down and thought leadership and professional development events have been cancelled or postponed, your audience may be spending more time online to consume content, sharpen their skills, and take advice from thought leaders. 

Creating digital content around keywords and topics with high search volume is an excellent way to educate your target audience on topics they care about. Important to note, though, that during this time of crisis, you want to be sensitive with the content you produce. For example, you could consider how the pandemic impacts your industry, customers, and prospects, and create a point-of-view blog post with advice on how to navigate the current situation. You could even poll your audience via email or social media asking, “What do you want to hear from us right now?” There’s a way to bring value to your audience, without being promotional or exploitative. 

If you already have consistent content in place, then you could instead use this time to assess your content’s performance so far and determine any changes you should make to optimize your strategy in the coming months. For example, at &Marketing, we regularly use a Business Intelligence & Analytics platform to dig deep into our audience and the terms and phrases they use online. Through this, we can keep a pulse on what they’re searching for, optimize our content to reach them organically, and identify topics that will convert and drive leads. We’re also able to precisely measure the value of each piece of content so that we can make changes as needed. 

3. Optimize your current marketing strategy with Business Intelligence & Analytics

As you optimize your site for SEO, the updated keyword research will show you which keywords or phrases your audience has searched for when they’ve found your website, as well as any other keywords that are relevant to your industry or used by competitors. These keywords provide inspiration for creating content that will both resonate with your audience and begin to climb its way up Google organically. Content will also fuel your lead gen efforts later on, so it’s good to get prepared now if you have the time.

Given that many businesses are slowing down and thought leadership and professional development events have been cancelled or postponed, your audience may be spending more time online to consume content, sharpen their skills, and take advice from thought leaders. 

Creating digital content around keywords and topics with high search volume is an excellent way to educate your target audience on topics they care about. Important to note, though, that during this time of crisis, you want to be sensitive with the content you produce. For example, you could consider how the pandemic impacts your industry, customers, and prospects, and create a point-of-view blog post with advice on how to navigate the current situation. You could even poll your audience via email or social media asking, “What do you want to hear from us right now?” There’s a way to bring value to your audience, without being promotional or exploitative. 

If you already have consistent content in place, then you could instead use this time to assess your content’s performance so far and determine any changes you should make to optimize your strategy in the coming months. For example, at &Marketing, we regularly use a Business Intelligence & Analytics platform to dig deep into our audience and the terms and phrases they use online. Through this, we can keep a pulse on what they’re searching for, optimize our content to reach them organically, and identify topics that will convert and drive leads. We’re also able to precisely measure the value of each piece of content so that we can make changes as needed.

BI is particularly valuable for growing businesses, as it:

  • Enhances cross-functional marketing strategies
  • Identifies cost savings within digital campaigns
  • Provides insights needed to create a strategic road map for growth
  • Identifies target audiences
  • Equips sales teams with warmer leads
  • Provides intel for potential expansion areas
  • Improves customer and client acquisition/retention through insights from sales and audience geographic

In Summary

We hope this post has provided valuable guidance for you as you work to navigate the unknowns of our current climate and prepare your business for the coming weeks and months ahead. Like most effective business tactics, the activities we’ve recommended here (doing an SEO audit, building your content library, and conducting an in-depth analysis) will require some level of time and resources.  If you, like many companies, have halted paid advertising and lead generation, redirecting your focus to these marketing fundamentals may help ensure that you’re set-up for success once the storm passes. 

We wish you, your team, and your business good health! 🧡

About the Author

As a Marketing Director at &Marketing, Paul Ferguson uses his 16 years of B2B marketing experience to help clients develop fully integrated marketing solutions that make impressions and drive results. Whether it be design-oriented campaigns or digital market execution, Paul skillfully creates strategies backed by data, to effectively reach client’s desired audiences. Paul graduated from La Salle University with a Bachelor of Arts in Communication and a double minor in Marketing and Business Administration. Visit Paul’s LinkedIn.

About &Marketing

In today’s fast paced world, many growing businesses are struggling to modernize their marketing approaches because either they don’t have the expertise or the bandwidth to do it themselves.

&Marketing provides seasoned marketing strategy professionals and a nimble execution team to help our clients achieve their goals. Our unique partnership model allows us to augment our client’s existing teams or outsource the entire marketing function in an affordable, flexible, and transparent way.

How Growing Businesses Can Build A Modern Marketing Department In the Digital Age

How Growing Businesses Can Build A Modern Marketing Department In the Digital Age

by | Nov 12, 2019 | Insights, Marketing Planning & Execution

How Growing Businesses Can Build A Modern Marketing Department In the Digital Age

Written By Paul Ferguson

On

Are you looking to take your growing business to the next level, but feel unsure of how to build your team and find the right level of marketing support to stimulate growth? If so, you’re definitely not alone. Spear Marketing recently released the results of a “marketing talent crunch” survey that was conducted to determine how difficult it is to hire and retain strong marketing employees, which roles and skill-sets are in most demand, and what B2B companies are doing to address these challenges. The study surveyed more than 10,000 B2B marketers, and the key findings are compelling: 

  • 90+ percent of companies are having difficulty finding marketing talent 

  • More than 80 percent of open marketing roles take 5+ weeks to fill, and almost one-third sit vacant for more than 2 months

  • Nearly 80 percent of those surveyed said their marketing department is understaffed

The survey also found that there are a variety of skill-sets for which managers are facing difficulty in hiring. Among these, marketing technology (analytics and operations) is the most in-demand role:

Whether you’re looking to build a new marketing department that fits the scope of your small or medium-sized business, or want to supplement your existing marketing team with new talent, we’ve got a few recommendations. Here are some suggestions for strategic, smart ways to make that growth happen, using Spear Marketing’s research as a guide. 

1. Adopt new hiring models 

Remote Employees

While remote work wasn’t always the norm, the digital revolution has completely transformed the way we communicate and get work done. We are far more efficient with technology, as there are plenty of digital platforms available to make virtual communication just as effective as being in the office. In fact, Mercer’s 2018 Global Talent Trends study found that one in three employees feels more productive when working remotely. Not only that, but 51% of employees wish their company offered more flexible work options. The trends show that remote work is becoming today’s new normal, so don’t fight it! By embracing remote employees, you’re opening yourself up to a wider pool of talent (by the way, &Marketing is a fully virtual company, and we love it!). 

Freelancers

Freelancers typically operate as their own business and are particularly beneficial for short-term assignments when there’s a hard stop on the project. Additionally, if a project is finished ahead of schedule or cut short due to budgetary constraints, a freelancer has the flexibility to move on and find work with another organization. On the flip side, if you hired a full-time employee for this role, you’d be obligated to pay their salary despite having limited work for them to complete. Not exactly the best bang for your buck!

Along with a fresh perspective, freelancers also bring with them their own benefits and devices. If you hire freelancers in a city with a lower cost of living, there’s also an opportunity for you to save money. By hiring them, you’re not only filling a void in your business, you’re doing your bottom line a favor.

Contractors

Some contractors function as freelancers, while others work through a third party or agency. Contractors tend to be different from freelancers, though. Typically, contractors will work for a single company for a long period of time, while freelancers tend to work for multiple companies at once. 

Contractors are useful if there’s an immediate need for a very specialized skill-set, whether it be SEO, graphic design, web development, or copywriting. With a contractor, you wouldn’t need to spend the time training them, as they could hit the ground running right away. While contractors do tend to charge more hourly than your salaried employees would, you’ll save money on healthcare costs and other expenses that full-time employees incur. 

2. Outsource technical marketing roles (even if you feel hesitant to do so)

Although some companies are hesitant to outsource technical help, Spear Marketing found that the challenges of hiring in-house talent are so high that these concerns will be ultimately outweighed by business priorities. Worth noting, too, is that according to the Consumer Technology Association’s Future of Work Survey conducted last year, flexible working is a key retention benefit for 86% of tech hires. By outsourcing support through a contractor, freelancer, or remote worker, chances are high that you’ll retain them, which saves you time, energy, and costs in the long run. 

3. Supplement your existing team with skills you need but don’t have  

In some cases, an organization lacks a marketing team altogether and has a need for just about every marketing skill-set, from content development, social media, and SEO, to graphic design, analytics, web development, and project management. In these instances, hiring an outside organization is much more effective than hiring several independent contractors. By hiring such a team, you get a group already familiar with working together, with its own processes to collaborate and drive results for you. 

In other instances, a company may have one or two marketing employees, but need to supplement their team to broaden their skill-set.

At &Marketing, supplementing is our bread and butter. The “&” in &Marketing signifies a partnership. We cover everything from strategy, to storytelling, to business intelligence and analytics, to planning and execution, and we consider ourselves an extension of your team. It’s us & you! 

Interested in learning about how &Marketing can help you solve this talent crunch and take your business to the next level? Drop us a line here and we’ll get in touch! 

About the Author:

As a Marketing Director at &Marketing, Paul Ferguson uses his 14 years of B2B marketing experience to help clients develop fully integrated marketing solutions that make impressions and drive results. Whether it be design-oriented campaigns or digital market execution, Paul skillfully creates strategies to effectively reach client’s desired audiences. Paul graduated from La Salle University with a Bachelor of Arts in Communication and a double minor in Marketing and Business Administration. Visit Paul’s LinkedIn.

About &Marketing

In today’s fast paced world, many growing businesses are struggling to modernize their marketing approaches because either they don’t have the expertise or the bandwidth to do it themselves.

&Marketing provides seasoned marketing strategy professionals and a nimble execution team to help our clients achieve their goals. Our unique partnership model allows us to augment our client’s existing teams or outsource the entire marketing function in an affordable, flexible, and transparent way.