You’ve been pouring your energy into bringing your food product to market. Or, you’ve set up your health services business, whether it be a studio or private practice. Your marketing and public relations efforts to date may have been minimal; you may have undertaken them yourself. But now you’re ready to think bigger and bolder! It’s time to hire a marketing and/or PR firm to help you brand your business, strategize, market your business, land clients, find buyers and ultimately sell, sell, sell.

Let’s look at how to hire a marketing or PR firm.

Define Your Needs and Goals

First, understand that while I’m using ‘marketing firm’ and ‘PR firm’ interchangeably, your hiring decision rests on whether you are looking for branding and strategic marketing support, or whether you are looking for media relations support (PR). Some firms are full-service and do both (KUcumber Nutrition Communications included).

Therefore, knowing your needs and goals will help guide you in making a smart decision. Do you need help defining your nutrition marketing strategy? Perhaps you’re looking for assistance with crafting your nutrition communications and messaging. Maybe you’re ready to build an influencer engagement program to better connect with your audience(s). Would you rather a firm manage your social media platforms on your behalf? Communicate your needs and goals to firms that you meet with, as this will be key to ensuring that the firm you select can meet your goals and has the know-how to exceed them.  

Make Sure the Firm Understands Your Niche

You wouldn’t go to your co-packer for your next haircut, so why hire a PR or marketing firm that doesn’t specialize in your particular business niche? One firm may be savvy in connecting you to investor audiences, while another might have solid experience in connecting you to health and wellness influencers. A few tips:

• Make sure your firm knows your industry. And make sure they will get to know your business – better than you know if yourself! Are they consumer focused? Business to business? Take a look at their client roster. Do they work with established companies or mostly start-ups? Would you find yourself in good company?
• One size does not fit all. Do you want a marketing firm that is operated by a solopreneur, therefore providing high touch service to your business? Beware the large, expensive firm that pitches you with their experts then staffs your account with junior team members.
• Discuss strategies and tactics that excite you and that are realistic. If you’re just getting started, a comprehensive marketing/PR plan may be in order. You’ll likely also need branding support when establishing your company.

Find Chemistry with Your Marketing or PR Firm

Is the firm getting to know you – or are they telling you all about their capabilities? Are they asking you about your short and long-term business goals? Are they asking what keeps you up at night? Are they inquiring about your challenges? Your strengths?

Get a sense for the firm’s strategic vision for your brand. Inform them of your objectives and your target audiences. What are your sales goals for the year to come? Do you aim to expand to new markets? Launch a new product line? Conduct a brand refresh? How will the firm help you achieve your dreams?

Lastly, unless the chemistry is there, walk away. You’ll know when the partnership feels right. Think about whether they’re asking you the right questions in order to get to know who you are and what your business represents. As an example, I recently had a dog trainer tell me my puppy would never be socialized properly because I was signing him up for his first socialization class at age five months – too late, in her view. The trainer never once asked whether he lived around other puppies (he did) or whether he spent time with other dogs (he did, all the time). The trainer didn’t ask the relevant and important questions; therefore, I walked – right into another trainer’s office.

If you’d like to talk more about how KUcumbers can support your nutrition business goals and needs from a marketing and PR perspective, I invite you to sign up for a complimentary 15-minute consult. I look forward to learning more about your business!