You need to know your audience and there preferred platforms
You need to know how to conduct dynamic marketing. Dynamic marketing is a game-changer which, in short, are algorithms able to identify and communicate with any potential consumer of your product or service or any other stakeholder for that matter, long before many of them even have decided to buy anything. It’s done by identifying behavioral traits across all digital platforms.
You need to know SEO.
SEO is how you organically promote your company’s expertise. This also means your organization needs to be able to produce ample evidence of that expertise, and thus not letting any outsiders produce the content presented.
You need to know performance and programmatic marketing. And how it integrates as a useful tool in your marketing mix. The performance part is all about measuring the effect on your campaigns and adjust ads, messages, and platforms based on consumer behavior. The programmatic part is all about doubling up on relevant exposure by targeting customers who already have interacted somehow with a campaign you have performed. By setting up predefined exposure towards defined targets based on their behavior towards your other digital campaigning material.
You need to understand marketing terminology.
Doing something is always better than doing nothing. So if you don’t want to do/learn these skills yourself, hire a third-party provider. However, even if commercialization seems complex and difficult. It isn’t. Most of the knowledge can be bought and implemented in your organization for a relatively small amount of money. And the result will be that much better.
You need to know your stakeholder’s individual needs.
You need to know your innovators. The ones that are actively looking for exactly the service you provide. And by exactly we mean exactly. They associate themselves with your values, your culture and the individual details in your service. These are the best customers you can find, anywhere.
You need to know your early users. They are quite like your innovators, except they might not be as into you as they are. They will need more than a descriptive explanation of “you” to buy the service. But if you can provide a few good user cases from innovators, they will get on board your boat.
You need to know your early majority.
Because this is where the money is at. This is a major market share in any market. They don’t care particularly much about you. But they do care a lot for the innovators and the early users. So if you can get the innovators and early users on board, you stand a good chance of harvesting a windfall.
This knowledge is difficult to buy from any third party vendor because this chain of consumers exists only because of you and your exact organization. They are a group of buyers that can be identified only from your point of view and it will vary depending on small organizational changes you do.
You need to design and communicate with a specific audience in mind.
Your communication must be adapted for each of your segments. As mentioned your innovator’s needs are most descriptive of your service. Whereas your early users need “to see it work,” for the innovators as well. The early majority, on the other hand, is not that into the descriptive presentations of your service, they are consumers first and foremost because you are recommended by innovators and early users.
Thus any communication your company does must acknowledge that your stakeholders have different needs and that every one of those groups, deserves information. Hence you have to identify a potential chain amongst all your different stakeholders and develop a communication plan that addresses all of the.
There are many many different companies that sell services regarder to every form of business communication, and there is no doubt that many of them are more than capable to produce results.
But as mentioned, every value chain amongst any stakeholder groups concerning your business/company is defined by you, your employees, values and such. Therefore believing a third party can reproduce that, is unlikely.