This episode, the Founder of Rogue Wave Marketing Sarah Feldmann talks about the importance of analytics in marketing, which metrics you should be looking for, and why expectation-setting should always be front of mind.
Sarah Feldmann worked in journalism before transitioning to marketing and starting her agency Rogue Wave Marketing. Here she worked in every role imaginable from graphic design and website development to copywriting, before hiring others to fill those roles and taking a more managerial role. Here are a few of the topics we’ll discuss on this episode of The Consulting Trap:
- How to help business owners understand their marketing needs.
- The key differences between a coach and a consultant.
- The importance of analytics in marketing.
- How to work with business owners that have a poor product market fit.
- The value of having contracts with your clients.
- The metrics to look at in marketing.
- The importance of expectation setting.
Resources:
Connecting with Sarah Feldmann:
Connecting with the host:
Quotables:
- 03:59 – “Someone can have a gut feeling about a certain type of marketing they should be doing but you can’t change what you don’t measure so I actually just ran a workshop for some people a couple of weeks ago building their 2023 plans and part of which was sales and marketing and it was funny because the deeper we got into it they’re trying to set sales goals and things like that and that starts with understanding not only your target market but what’s your conversion rate to figure out how many leads you need to talk to or how many people you need to get to raise their hand so when you go through those types of factual analytical questions then you can map out a plan that really isn’t as arbitrary and isn’t as gut instinct related, it’s actually backed by fact.”
- 10:22 – “It’s expectation setting so any engagement that I have with any client at the very beginning it’s establishing how do we want to measure success because for everybody it’s different you take a tangible example like building a website how do you know you did it right because there’s so many companies that do it differently so I literally have one client that’s like I don’t need more leads this isn’t about that their whole thing is their site is so old that they just want to make sure that their own clients or existing client base can they just can pull up their site find what they need and keep moving, so that’s an example of someone who doesn’t really care about lead gen they’re doing it more as a brand reputation management tool so success for that is user experience whereas another client, it might be lead gen.”
- 12:51 – “From the very beginning making it clear to the client this is a two-way relationship we have to work together on this because I’m not an employee for a certain company where I’m fully 100 percent all tied in with this company I’m not in their business every single day my role is to help the company outside which adds a lot of value because I’m not numb to the things in front of me that can sometimes happen when you’re in the same situation all the time.”
- 15:30 – “A lot of people I meet a lot of entrepreneurs don’t even want to try for rewards, don’t even want to do things like that because they’re like it’s not for you it’s for your team and it’s amazing how your team will change when they’re part of winning something like that and how much that can help elevate your company.”
- 16:12 – “It’s ok if you don’t know your why. I read so many posts and see so many videos and all these people talking about their why and it’s great if you have it figured out, but sometimes we don’t have it all figured out and we don’t necessarily know our why and we’re still in the process of uncovering that and that’s ok to be in the process.