5 reasons why you should get outside help to tell your brand story
Even with a superb internal marketing team behind you, it can really supplement your marketing efforts to have a third party take a look at what you’re putting out there objectively, and critique it honestly. An outsider (who doesn’t need to worry about losing their job by saying the wrong thing) might be the first to tell you something that you should have heard a long time ago.
Here are 5 big reasons why getting a fresh set of eyes on your marketing content/strategy could be the solution you need to get the campaign results you want:
1. Sometimes your marketing is just too close to home to be effective.
Your brand is understandably close to your heart, especially if you built your business yourself from the ground up. You might know it inside and out. While this can result in great consistency, sometimes too much consistency can end up getting stale. If people get conditioned to seeing or hearing the same thing over and over, they’re going to tune it out. You need to shake things up in order to keep getting a reaction. After all, they say the definition of madness is to keep doing the same thing and expect different results.
2. You might need to implement a new strategy that is beyond your current expertise.
Even if your business has been fairly immune to big technological or economical shifts, and even if you’ve been providing similar products or services for decades, the way that you communicate your message and your story needs to evolve over time. There are more marketing platforms out there than ever before, and each one demands a unique strategy and content tailored to its delivery method.
3. To tell great stories, even great writers need great editors.
When you try editing something you’ve written yourself, it can be very difficult to see where comprehension falls short. Since your audience can’t get inside your brain, it’s a good idea to get someone outside of it to check to ensure that all the important details have been properly conveyed and can be understood.
Even if you don’t think you need a total content overhaul, it’s amazing what a little tweaking can do for your results. Just adding, switching, or removing one or two words can yield massive changes—I’ve seen it!
4. You might be missing what the real story is all together.
There is more than one way to miss the mark when it comes to telling your story. Some people are actually too humble about their achievements, while others can get focused on the wrong thing or an achievement that happened so long ago that it’s no longer relevant to their audience.
Imagine walking past a hair salon that still has a sign in its window advertising that it won the ‘2014 People’s Choice Award’. That was probably great marketing for them at the time, and it probably even helped them get plenty of new business in the year that followed. But now that it‘s four years later, resting their laurels on a dated achievement might actually be telling the wrong story and working against them. Internally, that’s probably still an achievement worth celebrating, but those passing by are likely wondering, “What did you do wrong to stop people from choosing you in 2015, 2016, and 2017?“.
Sometimes you need outside help in order to see things from the same angle as your audience and focus on what gets prospects engaging.
5. Big changes rarely get implemented without outside intervention.
Except in rare cases, total overhauls only really come about if they’re facilitated by outside consultants.
I can tell you from past experience that it is extremely frustrating to your internal marketing team when their organizations throw money at new technologies and then continue to use their eons-old processes for selling. For some reason, even when incredibly innovative suggestions for improvement come from within the company, it seems like they don’t carry the same weight to executives as when the exact same ideas come from an external marketing consultant.
Need some assistance with organizing and evangelizing a strategic change within your company, or maybe some editing advice? I’m here to help.